• 49.5%173,893 Males
• 50.5%177,406 Females

Largest group: Females at 50.5%

Largest group: 30-49 at 39.4%

• Less than secondary / high school16.6%58,316
• Secondary / high school graduate21.9%76,934
• Post-secondary vocational / technical training12.4%43,561
• Some college / university – no degree8.7%30,563
• Associate / short-cycle tertiary diploma4.2%14,755
• Bachelor's degree21.4%75,178
• Master's degree (MA, MSc, MBA, etc.)11%38,643
• Professional degree (MD, DDS, LLB, JD, etc.)2.4%8,431
• Doctorate (PhD, EdD)1.4%4,918

Largest group: Secondary / high school graduate at 21.9%

• Married / Civil Partnership36.4%127,873
• Single / Never Married30.3%106,444
• Divorced9.4%33,022
• Widowed / Separated6.5%22,834
• Living with Partner (Cohabiting)17.4%61,126

Largest group: Married / Civil Partnership at 36.4%

• Millennials (born 1981–1996)32%112,416
• Gen Z (born 1997–2012)26.7%93,797
• Gen X (born 1965–1980)23.9%83,960
• Baby Boomers (born 1946–1964)14.2%49,884
• Silent Generation (born before 1946)3.2%11,242

Largest group: Millennials (born 1981–1996) at 32%

• Full-Time Employee39.9%140,168
• Retired13.9%48,831
• Part-Time Employee13.1%46,020
• Student8.9%31,266
• Self-Employed / Contract / Freelance7.1%24,942
• Homemaker5.3%18,619
• Occasional or Seasonal Work3%10,539
• Unemployed2.9%10,188

Largest group: Full-Time Employee at 39.9%

Largest group: Lower-Middle Household Income · €35,000 – €48,999 at 23.6%

Largest group: Lower-Middle Income · €22,000 – €30,999 at 22.8%

• Debit Card Users15.6%54,803
• Online / Mobile Banking Users13.4%47,074
• Digital Wallet / Mobile Money Users13%45,669
• Credit Card Holders11.8%41,453
• Home Loan / Mortgage Holders10.8%37,940
• Life Insurance Policy Holders8.3%29,158
• Mutual Fund Investors5.3%18,619
• Personal Loan Holders5.3%18,619

Largest group: Debit Card Users at 15.6%

• Own Primary Residence58.4%205,159
• Rent Primary Residence21.5%75,529
• Live with Family Member(s) in Their Residence10.9%38,292
• Live in Student / University Accommodation4.9%17,214
• Other Living Arrangement4.3%15,106

Largest group: Own Primary Residence at 58.4%

• 32.4%113,821Semi-Detached House
• 23.4%82,204Terraced / Row House / Townhouse
• 19.6%68,855Detached House
• 6.3%22,132Bungalow / Single-Storey House
• 5.5%19,321Apartment / Flat – with balcony or garden
• 3.5%12,295Apartment / Flat – no outside space
• 3%10,539Condominium / Serviced Apartment
• 2.4%8,431Cottage / Farmhouse
• 1.5%5,269Other Dwelling Type
• 1.4%4,918Dormitory / Hostel / Group Quarters
• 1%3,513Mobile Home / Caravan

Largest group: Semi-Detached House at 32.4%

Largest group: 18+ Years (adult children) at 28.8%

• Dual-Income Households18.6%65,342
• Primary Grocery Shoppers13.4%47,074
• Household Budget Managers13.2%46,371
• Household Head / Main Earner13%45,669
• Single Parents10.5%36,886
• Children's Education Decision Makers8%28,104
• Childcare / Nanny Service Users4.7%16,511
• New Parents (child under 1 year)4.5%15,808

Largest group: Dual-Income Households at 18.6%

• Household Service Decision Makers17.3%60,775
• Residential Cleaning / Domestic Help Users16.8%59,018
• Home Maintenance & Handyman Service Users15.1%53,046
• Plumbing Service Customers12.4%43,561
• Landlords & Property Managers10.3%36,184
• Electrical Repair Service Customers9.9%34,779
• Laundry / Dry-Cleaning Service Users8%28,104
• Pest-Control Service Customers6%21,078

Largest group: Household Service Decision Makers at 17.3%

• Dutch78%274,013
• Other European6%21,078
• Other ethnic groups / minorities4%14,052
• Turkish origin3%10,539
• Moroccan origin3%10,539
• Surinamese origin3%10,539
• Indonesian origin2%7,026
• Antillean / Aruban origin1%3,513

Largest group: Dutch at 78%

• South Holland21.2%74,475
• North Holland17.7%62,180
• North Brabant14.5%50,938
• Gelderland11.4%40,048
• Utrecht8.4%29,509
• Overijssel6.4%22,483
• Limburg6.4%22,483
• Groningen3.6%12,647
• Friesland3.5%12,295
• Drenthe2.6%9,134

Largest group: South Holland at 21.2%

Automotive

• 33.7%118,388Mass-Market Car Owners
• 19.2%67,449Car Insurance Policy Holders
• 13%45,669Electric Vehicle (EV) Owners
• 8.4%29,509Hybrid Vehicle Owners

Technology & Digital Usage

• 17.6%61,829iOS Smartphone Users
• 14.2%49,884Android Smartphone Users
• 12.1%42,507Generative AI & Chatbot Users
• 10.3%36,1845G Mobile Network Users

Travel

• 16.5%57,964Frequent Domestic Travellers (3+ trips a year)
• 13.4%47,074International Travellers
• 13%45,669Family Vacationers
• 11.9%41,805Weekend / Short-Break Travellers

Lifestyle & Hobbies

• 12.9%45,318Holistic Wellness Enthusiasts (spa retreats, detox, wellbeing)
• 12%42,156DIY & Home Improvement Enthusiasts
• 11.5%40,399Gardeners & Home Growers
• 10.5%36,886Eco-Conscious / Sustainable Living Consumers

Media & Entertainment

• 21.4%75,178OTT / Subscription Video Streaming Subscribers
• 11.4%40,048Music Streaming Users
• 11.2%39,345Linear / Pay-TV Viewers
• 10.1%35,481Free Ad-Supported Video Platform Viewers

Tobacco, Nicotine & Alcohol Consumers (adults of legal age)

• 39%137,007Non-Tobacco / Nicotine Users
• 14.8%51,992Beer Consumers
• 13.8%48,479Wine & Spirits Consumers
• 10.7%37,589Adult Tobacco Product Users

Consumer Electronics Ownership & Purchase

• 15%52,695Laptop / Desktop Computer Owners
• 14.1%49,533Consumer Electronics Purchase Decision Makers
• 13.7%48,128Smart TV Owners
• 10.2%35,832Audio / Headphone Device Owners

Content Creators & Social Media Influence

• 25.2%88,527Casual Social Media Content Posters
• 13.8%48,479Photo & Visual Content Creators
• 10.4%36,535Long-Form Video Creators
• 10.1%35,481Short-Form Video Creators