PerformanceININside Performance Marketing
JOIN THE PERFORMANCEIN Join the PerformanceIN Partner Network
Performance Marketing Awards 2020
Deadline ExtendedFinal Entries: Midnight GMT 30 Jan
Download Entry Kit ❯
Netherlands Mobile Traffic Draws Neck and Neck With UK
Image Credit kate fisher Creative Commons license

Netherlands Mobile Traffic Draws Neck and Neck With UK


Talk of mobile uptake in the UK being significantly more than countries elsewhere in Europe might be far-fetched, according to Dutch performance marketing network, Daisycon.

UK mobile data from Affiliate Window has share of traffic for tablets at 14% in the UK, which is only a small lead on Daisycon’s 13% figure for the Netherlands. Traffic from Dutch smartphones stands at 16% and that is marginally more than the UK’s 15%.

Media agency, ZenithOptimedia, released its own forecast that seems to support Daisycon’s findings. Dutch tablet penetration of 41% was higher than the USA’s 35% and the UK’s 31%. By 2016 Netherlands uptake will grow to 67%.

Apple on top

Daisycon says that Apple is leading Samsung in clicks, which is a trend we have seen before in display. Apple iPhone accounts for 33% of clicks, Samsung smartphones managed 28% and the 39% went to nine other brands.

Apple’s lead widens even more when comparing tablet clicks. Samsung tablets contributed to 27% of clicks compared to iPad’s 58% and 18 other brands made up the final 15% portion.

Small to medium-sized enterprises (SMEs) are struggling to dedicate sufficient resources in mobile. Only 34% of SMEs in the Netherlands have optimised their website for mobile users, but the picture is much worse in the UK where only 8% support smaller screen devices.

Continue the conversation

Have something to say about this article? Comment above or directly on Facebook, Twitter or our LinkedIn Group.

Simon Holland

Simon Holland

    Simon is the news and research reporter at Existem. Previously a technology journalist, he now spends his time investigating both future and developing trends in performance marketing whilst producing editorial content for

    Read more from Simon

    You may also like…