Two colonies within The Kingdom of The Netherlands located in the Southern part of the Caribbean also known as The Lesser Antilles. According to Internet World Stat The island of Curaçao has as of the beginning of 2015 an approximate population of 148,406 inhabitants and Aruba approximately 112,162 inhabitants (Internet World Stats, 2015). These islands have completely different media styles as opposed to their ever growing and rapidly expanding European counterpart The Netherlands. It has become evident in the past years that online media in The Netherlands has exponentially grown. This however cannot be said for the two larger Dutch Caribbean islands.
According to Internet World Stats, The Netherlands is one of the front runners in Europe with some of the most internet users in Western Europe. The island of Curaçao has approximately 138,774 internet users and a penetration rate of 93,5% and Aruba has 87,313 internet users and a penetration rate of 78,9% (Internet World Stats, 2015). This means That the Curaçaoan community is relatively active online as opposed to sister island of Aruba.
These two Caribbean islands have different media strategies and aren’t as developed in the online media sector as The Netherlands. In Curaçao and Aruba, media still revolves around print media, radio and OOH campaigns. Media companies on the islands usually do not have standardized rates cards. These rates are usually based on the work that needs to be done and where all the media needs to be delivered. It is also a know the people kind of culture, therefore, you know this person and you’re friends with them, you get a “friends & family” rate.
These islands have many internet users and one must believe that the exposure to online media must be relatively high. However, since many businesses on the islands are only localized and have smaller media budgets, a great portion of these budgets are generally spent on OOH, radio and print media.
The Caribbean is a prime start up market for internet media exposure and advertising to tailor this to the localized markets with so many users per location, however many businesses are still running behind on internet developments restricting the growth of internet media.
ZIGT Media Agency