Consumer Styles

The Netherlands

All countries / The Netherlands / Consumer Styles

Consumer Styles

About this data

Don't waste your advertising budget on audiences that have no affinity with your product. Your campaigns generate more response in areas with the highest concentration of your target audience. With our consumer styles, your advertising campaign is much more targeted.

"Consumer lifestyles in the Netherlands are based on 7 domains like consumer behaviour and housing."

In combination with Spotzi's dashboards it is even possible to enrich and expand customer data with look-a-like target groups. In short, a must-have dataset for marketers and sales managers.

This dataset is available in the following dashboards:

Rather build your own dashboard: Spotzi Studio.

Dataset information



Update frequency:




Expected update:


Level of geography:

Postalcode 6




The Spotzi Consumer Styles distinguish ten profiles and are developed on the basis of the following 7 domains: Demographic structure, household composition, housing, socio-economic characteristics, labor, income, consumption. The geo-demographic classification was developed by Spotzi based on microdata from Census Bureau's around the world, Eurostat and local data partners. Click on one of the Consumer Styles below or scroll down.

The Next Generation | The Affluent | Modest Freedom | Urban Elite | Young and Ambitious | Nest Builders | Thriving Fifties | Senior Citizens | Country Life | Have Nots

The Next Generation

Most people in this category are single and a higher proportion are schoolchildren and full-time students. They have a low income or no income. Despite having no income they might become the next generation with new and fresh ideas.

Households are more likely to live in terraced properties. They tend to more live in social rented accommodation compared with the national average. Many of them are absent from the labor market or work in the accommodation or food service activities industries. Mostly as a part time job.

The Affluent

Households are more likely to live in detached and semi-detached properties, and to be home owners. A higher proportion of households have two or more cars, unemployment is lower, and workers are more likely to work in the Information and communication, and financial related industries.

This group differentiates themselves from Nest Builders as they are likely to have a managerial position and they have a higher income. They therefore have more money to spend. Levels of unemployment in these areas are significantly below the national average. This group more likely spends their money on Information Technology products and follow new trends.

Modest Freedom

People in this category are most likely to be found in urban surroundings. Rates of divorce and separation are above national average. Households are more likely to have non-dependent children and to live in socially rented semi-detached or terraced properties.

There is a smaller proportion of people with higher level qualifications, with rates of unemployment above the national average. Those in employment are more likely to be employed in the mining, manufacturing, energy, wholesale and retail, and transport related industries.

Urban Elite

People in this category can be found in the expensive urban areas and have no children. They spend their money on luxury goods. They have a car however they don’t use their car to commute as they work and live downtown in luxury apartments. Their education and income is above average. Affluent Immigrants can also be found in this group.

Young and Ambitious

The population in this category have no children or young children. A higher proportion of these households live in terraced properties or townhouses, and are more likely to live in privately rented accommodations.

Car ownership is generally higher, and people are more likely to be employed in information and communication related industries. They are more likely to follow trends and buy new products. Despite their lower income they value a modern lifestyle with a generally higher consumer spending.

Nest Builders

The population in this category is most likely to be located on the outskirts of urban areas. They are more likely to be home owners and to live in semi-detached or detached properties. The population mostly consists of young and middle aged parents with school age children.

Marriages or civil-partnerships are above the national average. Individuals are likely to have higher-level qualifications than the national average, with the levels of unemployment in these areas being below the national average. People are more likely to work in the information and communication, financial, public or education sectors. They use private transport to commute.

Thriving Fifties

The age profile of this subgroup shows a higher proportion of people with older children or children that left the house. People are less likely to live in communal establishments. There is a higher proportion of households living in detached and semi-detached properties, and households owning their own property. Households are more likely to have two or more cars. There is a higher proportion of people working in the information and communication, and education related sectors. As they grew up from parents with a generally low income they spend but wisely.

Senior Citizens

The people in this category are over 65 and can be found in both urban and rural areas. The share of retirees is the highest in this category. This category is a mixture of affluential seniors and seniors with a modest income. Regarding the type of housing apartments is the dominant category amongst this group. Income equals the countries average.

Country Life

The population of this group live in rural areas that are far less densely populated compared with elsewhere in the country. They will tend to live in large detached properties which they own and work in the agriculture, forestry and fishing industries. The level of unemployment in these areas is below the national average. Each household is likely to have multiple motor vehicles, and these will be the preferred method of transport to their places of work. The population tends to be older.

Have Nots

In this category ethnic groups are over representative but also a higher proportion of people are born in their home country from families with a low income. Households are more likely to live in a flat and to socially rent. This group can also be found in poor rural areas.

There is a higher proportion of unemployed in the group but those in employment are more likely to work in themanufacturing industry, and to use private transport to travel to work. The income is below average however they can be found in the mall looking for best buys or just for window shopping.


More insights

Stop using Excel sheets that offer no insights. Import your addresses or postal codes and turn them into market ready dashboards. No complex data management needed. Simply turn your company data into profitable insights.

Contact Sales

Interested in our solutions? Please contact our sales team.

Whether you are new to data analytics or already an expert. We offer solutions for everyone. You don’t need to be a data expert to work with Spotzi Location. For more tailor made solutions we offer Spotzi Studio. With this plan you cannot only manage the data yourself but also connect to our API and manage users for the dashboards you create. Or work with our Market Ready Dashboards and drive on autopilot.