2018 brings us more. The economy is running at full speed again, consumer confidence remains positive and our flow of information and experiences has grown again. More than ever, we have to learn to choose. Because if we don't do it ourselves, it will be done for us. In part one we look at the current state of online consumer behavior now: more online, via mobile, for more online shopping and social media. In part two you will read about the expected trends for 2018.

2900 words - reading time 12 minutes

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Online state of affairs in the Netherlands as of 2018

Everything and everyone goes online more. On the internet, something is either free (with advertising), or for rent as a NUTS service, with everything always available without maximum and can be canceled monthly. The old transmission model in which we as consumers only consume is slowly but surely transforming. Not only because of the content that we massively produce, but also through our interaction. We generate a large amount of data with our behavior. A service like Netflix for example, it uses to be able to offer the best-fitting next series for you after one series. Personalization that improves the service for you and everyone. Result? More internet. That means something different to everyone, because that too is personalization:

• Internet usage has increased in the last three months. According to it CBS almost everyone between the ages of 12 and 25 has used the internet in the past three months. 99.1%. Between 25 and 45 that is 98.6%, between 45 and 65 that is 95.4% and above 65 that is 74.5%. The access to broadband connection is at least 98% up to the age of 65, above 64 it is 85.7%.
• Mobile internet usage has increased in the past three months. Between the ages of 12 and 25 96.7% uses a mobile (smartphone, laptop, tablet or wearable), of which 95.7% a smartphone, 57.9% a laptop and 32.1% a tablet. 65 years and older are now on 49%, 40.2% of which via a mobile. (CBS). Saw on New Year's Eve KPN an increase in data traffic of 65%. The smartphone is since 2016 our main device for internet use. Other factors: roaming charges in the EU zone finally came to an end on 15 June 2017, and in 2017 KPN and T-Mobile also unlimited 4G subscriptions (following Robin Mobile).
• What do young people do on the internet? A glance at the youngest generation that dominates everything online. Between 12 and 25 years less chat (42.3%) than they "exchange text messages" (96%). That certainly does not replace e-mail, because 91.3% just e-mail. They are also increasingly on professional networks (of which LinkedIn will be the largest) with 25.5%, and in addition 36.4% uses the internet for job applications and job search. Telephoning via internet (FaceTime, Skype) is done by 65.5%. (CBS) Furthermore: radio (43.7%), TV (73.5%) and internet as storage medium (63.2%).
• What does 25 to 45 do online? This age category is not inferior to young people. And in these areas they excel in internet use: reading or maintaining weblogs (31.9%), professional network (47.4%), mailing (96.7%), posting opinions (9.3%), participating in a social discussion (10.9%) , information on goods and services (92.4%), telebanking (95.5%), payment for storage files (12.3%), sales of goods or services (47.2%) and newspapers and news magazines (84.7%).
• And 45 to 64? To travel! With 58.3% they look for the most services from the travel industry.
• 65+? Walk in for nothing. Logical, because the internet only started in 1989 (as WWW), and the first browser for Windows only came in 1993 (read more about the history of the internet for learning and vermaeck).

Stare screen

Of course, that is what you are doing now as you read this. But these activities are intense and require your complete attention:

• Gaming. Worldwide, an estimated 2.2 billion people are gaming (64% of Americans), accounting for around $ of 149 billion in sales. Mobile games are also included. Watching game competitions is new: 194 million people worldwide do so in a market that grows 41.3% a year. In the Netherlands 40% of people between the ages of 14 and 35 engaged in game competitions.
• Watching television decreases in the Netherlands (with 178 minutes in 2017 3% less than in 2016). Main reasons according to Stichting Kijkonderzoek: video on demand services and watching TV programs and other video content on other devices. Advertising revenues from television are therefore declining. That's why John de Mol cross-media solutions, because: "Large international companies dominate the market."

• Video on demand services: Netflix according to Multiscope has approximately 5.6 million Dutch people who watch Netflix for an average of 84 minutes a day. Still reports Telecompaper that there are only 2.3 million subscriptions. 40% shares its subscription, even outside one's own household, and that doesn't bother Netflix. There is now a new battle going on for video-on-demand viewers. Netflix vs Disney vs Amazon. For example, Disney took over 21st Century Fox, top people from Twitter and Facebook stepped out of Disney's board conflicts of interest (both parties also bet on video) and Disney made all the content of Netflix and Netflix now makes its own series (Mindhunter seen?). In short: we will soon have to choose from one of the three giants. And that is a good thing, because seriously: there are so many good series that it is really a challenge at our home to choose the next one to watch together.

We still use more lots of Facebook

Facebook addiction. Illustrator: Michał Dziekan. See http://michaldziekan.tumblr.com/

Facebook use is finally stagnating, reports Newcom on January 29, 2018. According to their National Social Media Survey 2018, 10.8 million Dutch people now use Facebook, of which 7.6 million daily. The decrease is mainly in daily use. Telecom reported in December 7.8 million daily users... on the mobile app alone. See the problem with comparing studies there. According to Internetworldstats.com the number of Facebook users in June was still 10 million.

With this, Facebook gets so much data, which is then used by every paying party for super effective advertisements. (here an overview of all Facebook ads target group options, and that's just the beginning) That has a greater impact on our lives than we now realize. You will read more about it later in the Facebook trend. A number of press releases that will give you a first impression:

• Dutch elderly people aged 65 to 75 are becoming more active on social media according to the CBS. From 12% in 2012, to 22% in 2016 and 35% at the end of 2017. (Newcom also reports: Dutch people over 80 are more on Facebook)
• Million fine for Facebook from the EU in May for incorrect and misleading information when acquiring WhatsApp.
• The German cartel watchdog aims on December 19 Bundeskelellamt his sight on Facebook because of the 'dominant' position due to the accumulation of data. The French were the day before with an ultimatum to stop sharing WhatsApp data with Facebook.
• The Authority Consumer & Market (ACM) started a campaign on November 23, 2017: "do not just order something via social media, first check who is behind it".

If these ("cherry picked") press releases already give you a certain feeling, then that is conscious. It is in fact much worse. I am already preparing you for the Facebook and Social Media trends. It is also a nice bridge to:

Online crime - 4 points of attention

As far as we good citizens on the internet according to, among other things, the CBS. What about the crime? Four points for attention:

1. Extortion. 2017 brought us troubles such as WannaCry and Petya, thanks first to the NSA who discovered these vulnerabilities, Wikileaks who shared these vulnerabilities and many IT managers and individuals who did not subsequently make the necessary updates. It is often about ransomware: your computer is blocked until you pay ransom. (affected? Help!) How bad is it all? According to Symantec 3.4 million Dutch people became victims of cyber crime in 2017: 1 in 5 Dutch people. According to McAfee In the third quarter of 2017, 10% more malware appeared: 57.5 million different types. Mac OS malware grew by 7%, and mobile malware grew by 56% to 21 million types of malware. In short: a safe device is no longer self-evident now. Protect yourself or your company with * deep breath *: automatic updates, patches, virus scanner, malware scanner and firewall, backups, test your backups (seriously), prepare a defense plan and Yes, also practice regularly with this.
2. Fraud. Our finances go online, so the crooks follow: fraud with internet banking, invoices, credit card details and online trading (Marketplace therefore has now Payment requests with iDEAL). What you see most as a consumer are the phishing e-mails from 'your' bank asking if you want to 'share' your login details. Read more about safe banking here: https://www.veiligbankieren.nl/fraude/phishing/. (tips: move your mouse over it to see if the link actually goes to the right website, check if the site is secured with HTTPS and NEVER give your personal bank details (and as a company only your business account number) to 'someone from the bank', not even on the phone or that nice gentleman at the door.)

3. Hacking. "Is there a way to see if you have been hacked?" Asks Vice to Edward Snowden. "You will never know." Or: your device is getting a bit slower, something that happens anyway. Hacking is really very easy due to poor security and 'point & click tools', but of course also very punishable. One of the reasons why many become thousands of devices hacked, is to then use them for a DOS attack to flatten a website, or to Bitcoin (by deploying them in the Bitcoins mine, which requires computing power). Latest news, every computer can be hacked thanks to Meltdown and Specter: vulnerabilities in the processors of Intel and AMD. Tweakers explains it.
4. Theft of personal data. A friend request from a ridiculously beautiful lady or gentleman? Look for the joke on the profile and you immediately see that it is fake. Not responding, blocking and reporting. Now this is something that you can control yourself. Unfortunately, the development is that organizations that you give your personal data - a dating site, wholesaler or a webshop or a hospital - are increasingly dealing with data breaches. A lost USB stick, a server hacked, a database stolen. (most important tip: use a different password for every website or service) The European Union has therefore amended the legislation, and from 25 May 2018 the bar will be a lot higher for companies. Here our partner Smeders explains in detail what this law entails: What is the GDPR and what does it mean for companies?.

Of course a lot more happens than these four points, but as a consumer you usually notice less of it. Read more about the digitization of organized crime in particular here Politie.nl. The most important thing to remember is that when our lives go digital, crime follows. IT security must be high on everyone's agenda. Also with you, self-employed.

Small crime with enormous consequences

The online crime that many Dutch people commit? Behind the wheel with your mobile in your hands. That is just as serious as drunk driving, according to Safe Traffic Netherlands. One in eight does this, reports the ANWB. On the bike it is even one in three (this writer has also sinned about it). "App accident 'has been voted Word of the year 2017 by the Dikke van Dale and traffic in traffic is the main reason for the rise in traffic deaths in 2017. Interpolis responds to this as follows:

Online spending is increasing

From the ShoppingTomorrow Consumer Survey (press release) that GfK performed among a representative sample of more than 5,000 Dutch people:

• almost 90% of the Dutch sometimes buy something online;
• 23% of all consumer spending is now online. The general expectation is that this will grow to 35% in five years; young people expect this to grow to 43%;
• 47% of online buyers sometimes buy something with a mobile phone. For 15-34 year olds that is already 70%.
• Main reasons for mobile buyers to drop out: lack of clear photos (40%), entering personal data (37%) and awkward navigation on the mobile website (33%).
• 42% of Dutch consumers have sometimes shopped via Asian web shops. Main reason for not doing this yet: lack of confidence in product quality (33%) and it is easier to order in the Netherlands (32%).

Other interesting (online) shopping developments:

• One in five Dutch people uses Airbnb-like platforms. That is higher than the 16% in the EU. See also the trend Platforms.
• Dutch retailers recorded 4.7% more sales in the third quarter of 2017 than in 2016. Non-food stores in particular rose: with 5.1% the largest sales increase in ten years. Consumer spending increased in total by 2.5%, mainly to electrical appliances, clothing and home furnishings. We also spend more on it eat outside the door. But for the retail trade December not the expected topper and the first retail chain for 2018 is already toppled over.

Bitcoin and crypto currency

the total number of households with cryptocoins in October 2017 was 135,000, according to research by Kantar TNS (previously TNS NIPO). That is a doubling compared to 2016. 43% spent no more than € 100 on it: the amount of a few state tickets. 42% spent an amount between € 100 and € 1000, and 15% more than € 1000. Compared to traditional investors, holders of crypto currency are younger and have little higher income than non-owners. Kantar TNS states that: “... that crypto currency is a democratizing investment."

That means you will hear more about Bitcoins in your circle of friends in 2018. This one satirical video shows how that can go:

• Want to know what it's really like? Simple explanation this animation from The Guardian in 3 minutes;
• Bitcoin is decentralized and anonymous: ideal for illegal activities.
• Selling Bitcoin is even seen in America as crime (because you need a license to make a money transfer).
• Russia comes with its own cryptocurrency and blocks websites that trade in cryptocurrency (following the example of China).
• The underlying technology, blockchain, also offers opportunities. Reason for De Nederlandsche Bank to experiment with this. (Singapore is a lot further)

Economy and The social state of the Netherlands

New to online consumer trends: a look at the economy and the social state of the Netherlands as a basis. With big thanks to the CPB. However, what I miss in their biennial report is a deeper look at the impact of technology on our behavior. Just look in an average train, auditorium, living room or at the bar and you will see everyone glued to the cellphone with their sniffing. Online culture is also culture. Read more about that in your Smartphone trend.

• Economy: things are going well in the Netherlands. According to it Central Planning Bureau (CPB) In 2017, the economy grew by 3.3% (highest level in the last 10 years) and unemployment fell to 5% (if you are urgently looking for staff, download our 43 online recruitment tips!). In 2018: 2.5% growth in the economy. Consumer confidence is also higher than ever in ten years, and the Dutch spend 3% more than in 2016. Inflation is low, interest rates remain low (until wages rise too much) and house prices also rise. Possible influences next year: Brexit, interest rate increase by the ECB and cabinet plans for, among other things, the mortgage interest deduction.

• Social state of the Netherlands: the quality of life is according to it Social and Cultural Planning Office improved in 25 years. Since 1990, life expectancy, education level, labor participation and disposable income have increased. Crime is decreasing (but also our willingness to report, so), we go on holiday more often, our houses are of better quality and more Dutch people exercise. And: we are not more cynical about politics, we are more satisfied with democracy and we are also more positive about immigrants. But: support for freedom of expression decreased from 81% to 66% and support for EU membership decreased from 75% to 58%. The divorce rate rises to 40%, aging is increasing and the elderly stay at home longer.
• Leisure activity: just like in 1990, we have just over 47 hours of free time in 2016, enough for three-quarters of Dutch people. Almost 19 hours go to the use of media and ICT and more than 8 hours to social contacts (that was 10 hours in 1990). Computer ownership is now 93%, internet access is 97%.

• Digital skills important: The SCP explicitly mentions the possession of "Skills to use the Internet or otherwise communicate via social media" important for the quality of life. Because: communication with the government and a rapidly changing labor market. Technological developments and the flexibilisation of labor relations mean that we must become more entrepreneurial and self-reliant. This reduces the importance of education and age slightly.

Pensions become personal

Source: Nintendo advertisement

The aging population and growth in the average age (which, incidentally, is no longer rising so fast, but is expected to rise considerably), is putting pressure on pension funds. Even though they have more money in cash than ever, it is not enough to optimally cover rising expenditure. Shifting the retirement age offers some relief, but also provides the new challenge of employing increasingly older employees efficiently. (Anyone who comes up with a scalable HR solution for this is a real buyer!).

Another solution that you will see more and more often is one other construction at employers. The employee and employer are now depositing money with a pension fund for a defined pension payment: defined benefit. That will soon be one defined contribution: you get an x amount from your employer and you can find out for yourself what you will do with it later. Just as annuity is already working for entrepreneurs in particular. In 2010 While there were 600 pension funds, there are 268 in 2017, and De Nederlandsche Bank is allowed to return that number to 100. This makes supervision easy and makes implementation more professional.

Above you read the online state of the Netherlands as reported by Statistics Netherlands and SCP, and authoritative parties such as the ACM, the DNB, Kantar TNS, the ANWB and the Dutch police. This will give you a great benchmark, but of course you want to know where things are really going in 2018. Beyond the figures. Read now part 2 online consumer trends 2018: The year of the Wolf.

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