The great brochure survey 2022

After years of absence, Holland's premier brochure research is back. GfK Netherlands has commissioned WePublish and De Reclamefabriek to conduct the familiar research once again.


Made possible in part by

The 3 main highlights


Reach of digital leaflet doubled in 4 years

From 2014 to 2018, the reach of the digital leaflet grew slightly, but from 2019 to 2022, it took off.


Two channels, two audiences

The differences between paper and digital leaflet readers are more apparent than ever. Big differences in both age and reading behavior between the two channels.


Digital, paper or both

The Dutch find paper advertising brochures especially easy, fun and inspiring to flip through. For the paper leaflet, readers sit back and relax. Digital leaflet readers are mainly interested in offers, comparing prices and products and saving money.

Make an appointment for insights into your industry

The brochure research, carried out by GfK Netherlands, contains much more information to help you better connect your advertising brochures to your target group. When making an appointment, we can also provide insight into how you are performing digitally compared to your competitors. For this we use data, a platform of WePublish.


Insights into differences by region

Industry specific

Understanding range differences by industry

Digital brochure trends

Growth figures of digital folder market

Digital brochure benchmarks

Benchmarking from

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