10 Key Digital Marketing Statistics in Belgium for 2025
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96,4% of Belgians use the Internet (11.3 million users)
As of January 2025, 11,3 million Belgians were online, representing 96,4% of the population. This extremely high internet penetration confirms that any digital strategy in Belgium offers strong potential to reach a nearly complete audience.
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8,98 million active social media identities (76.4% of the population)
At the start of 2025, Belgium had 8,98 million active social media profiles—76,4% of its population. While this number may include duplicate accounts, it still underlines the critical role of social media in any digital marketing strategy.
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70% access social media via mobile
Mobile usage continues to rise: in 2022, 41,7% of social media traffic in Belgium came from mobile devices. Multiple DataReportal sources now confirm that most digital interactions happen via smartphone.
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SEO accounts for 41,2% of Belgium’s digital ad budget
Search (organic and paid) takes up 41,2% of the national digital advertising budget. This shows advertisers’ strong confidence in search engines—especially Google—as a priority channel for reaching customers.
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30.3% of budgets go to social media
Spending on social platforms (Facebook, Instagram, TikTok, LinkedIn…) now accounts for 30,3% of Belgium’s digital ad budget, up +14.5% in one year. Growing engagement fully justifies investments in targeted ads and influencer marketing.
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Average cost per click (CPC) in Belgium: around €0.88
In 2025, the average CPC for Google Ads campaigns in Belgium stabilizes at around €0,88, with peaks over €2 in highly competitive sectors like finance and insurance—a trend also seen across other European markets.
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Mobile penetration exceeds 100%: 12 million mobile connections
With 12 million mobile connections for 11,7 million inhabitants, Belgium reaches 102% mobile penetration. This highlights the importance of mobile-first strategies, as individuals often use multiple connections (personal and professional).
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Average mobile speed: 88,7 Mbps | Fixed: 107 Mbps
At the beginning of 2025, Belgium’s average mobile download speed was 88,7 Mbps, and fixed broadband reached 107 Mbps. These speeds enable smooth delivery of video, streaming, and interactive content without slowdowns.
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Email marketing open rates: between 22% and 42%
Benchmarks vary by source:
- Some studies show an average open rate of 22,7% in Belgium in 2024, with a click-through rate (CTR) of 2,8%, thanks to better personalization and automation.
- Global benchmarks go as high as 42%, depending on the industry.
In B2B, open rates tend to be lower (~15%), but well-targeted campaigns often exceed 20%.
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Local search → in-store visit: 50%
One in two local searches results in a store visit within 24 hours. This underlines the strategic importance of local SEO (Google Business Profile, customer reviews) for Belgian businesses looking to drive in-store traffic.
Conclusion
These 10 essential statistics allow marketers to:
- Prioritize the most effective digital marketing channels in Belgium
- Leverage a hyper-connected, mobile-first environment
- Optimize campaigns (email, SEA, social) using clear, data-driven metrics
Want to go further?
We can help you with:
- Analyzing your digital ecosystem in Belgium or abroad
- Optimizing your digital media mix (SEO, SEA, email, social…)
- Implementing hyperlocal and data-driven tactics
Contact us today for a personalized audit or action plan!
