{"id":151885,"date":"2026-07-16T14:48:51","date_gmt":"2026-07-16T12:48:51","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=151885"},"modified":"2026-07-16T14:48:52","modified_gmt":"2026-07-16T12:48:52","slug":"analyse-mediamarkt-top-of-mind-maar-bol-pakt-de-omzet","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/elektro\/analyse-mediamarkt-top-of-mind-maar-bol-pakt-de-omzet\/","title":{"rendered":"[Analyse] MediaMarkt &#8220;top of mind&#8221;, maar Bol pakt de omzet"},"content":{"rendered":"\n<p><strong>MediaMarkt <\/strong>geldt voor Nederlandse consumenten als het bekendste elektronicamerk, maar <strong>Bol <\/strong>trekt de meeste kopers. Onderzoek van Behavio toont hoe sterk de oorsprong van een retailer nog altijd doorwerkt in zijn marktpositie.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Oorsprong bepaalt positie<\/h2>\n\n\n\n<p>MediaMarkt heeft de hoogste mentale beschikbaarheid in de Nederlandse elektronicamarkt: 74% van de ondervraagden denkt bij elektronica aan de keten. Toch koopt 71% bij Bol, tegenover 63% bij MediaMarkt. Bol geniet ook de meeste sympathie, met een score van 85%. <\/p>\n\n\n\n<p>Om dat te weten te komen, onderzocht Behavio zes spelers: Bol, MediaMarkt, <strong>Coolblue<\/strong>, <strong>Amazon<\/strong>.nl, <strong>Expert <\/strong>en <strong>Megekko<\/strong>. Het bureau ondervroeg in juni 648 Nederlanders die minstens \u00e9\u00e9n keer per jaar elektronica kopen.<\/p>\n\n\n\n<p>Niet het huidige verkoopkanaal, maar de geschiedenis van een merk blijkt doorslaggevend. Online geboren spelers scoren vooral op prijs, assortiment en gemak. Winkelketens bezetten het terrein van advies, service en grote aankopen. \u201cJaren nadat iedereen omnichannel werd, blijkt de herkomst nog altijd de sterkste kracht in de markt\u201d, zegt Behavio-topman Jiri Boudal.<\/p>\n\n\n\n<p>Alleen Coolblue doorbreekt dat patroon deels. Het bedrijf begon online, maar bouwde met winkels, installateurs en dienstverlening een profiel op dat dichter bij dat van een klassieke retailer ligt.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Amazon mist een duidelijke rol<\/h2>\n\n\n\n<p>Hoewel 88% van de respondenten Amazon.nl kent, denkt slechts 14% bij elektronica spontaan aan het platform. Bovendien koopt maar 37% er elektronica. Amazon scoort wel goed op lage prijzen, breed aanbod en online gemak, maar bezit geen enkele behoefte echt. <\/p>\n\n\n\n<p>Die zwakke categoriepositie valt op, gezien de investeringen van meer dan 1,4 miljard euro in Nederland tot en met 2027. In 2024 bedroeg de Nederlandse omzet volgens het rapport ongeveer 1 miljard euro, tegenover 3,1 miljard euro voor Bol.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Winkels winnen bij risico<\/h2>\n\n\n\n<p>Bij advies en installatie trekken Expert en Coolblue het duidelijkst aan het langste eind. Grote aankopen, zoals computers en smartphones, sturen consumenten vaker naar MediaMarkt en Coolblue. Voor accessoires en cadeaus kiezen zij eerder bol of Amazon. Daarmee tekent zich een heldere marktlogica af: gemak bepaalt veel dagelijkse aankopen, maar bij duurdere producten weegt vertrouwen zwaarder.<\/p>\n\n\n\n<p>Opvallend genoeg claimt geen enkel merk overtuigend de belangrijkste koopfactor: een goede prijs-kwaliteitverhouding. Voor 87% van de respondenten telt die mee, maar geen speler onderscheidt zich er sterk op. Volgens Boudal moeten merken daarom niet overal tegelijk willen winnen. \u201cZoek de behoefte die je merk al half in handen heeft, de behoefte die je herkomst je heeft gegeven, en maak die volledig van jou.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"738\" src=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/07\/Ecommerce_Study_results-1024x738.jpg\" alt=\"\" class=\"wp-image-151886\" srcset=\"https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/07\/Ecommerce_Study_results-1024x738.jpg 1024w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/07\/Ecommerce_Study_results-300x216.jpg 300w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/07\/Ecommerce_Study_results-768x554.jpg 768w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/07\/Ecommerce_Study_results-1536x1108.jpg 1536w, https:\/\/www.retaildetail.be\/wp-content\/uploads\/2026\/07\/Ecommerce_Study_results.jpg 1864w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><figcaption class=\"wp-element-caption\">Bron: Onderzoek Behavio<\/figcaption><\/figure>\n","protected":false},"excerpt":{"rendered":"<p>MediaMarkt geldt voor Nederlandse consumenten als het bekendste elektronicamerk, maar Bol trekt de meeste kopers. Onderzoek van Behavio toont hoe sterk de oorsprong van een retailer nog altijd doorwerkt in zijn marktpositie.<\/p>\n","protected":false},"author":5,"featured_media":102076,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[17],"tags":[],"people":[],"extra":[43],"company":[206,390,798,907],"topic":[275],"region":[113],"class_list":["post-151885","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-elektro","extra-plus","company-amazon","company-bol-com","company-coolblue","company-mediamarkt","topic-analyse","region-nederland"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>[Analyse] MediaMarkt &quot;top of mind&quot;, maar Bol pakt de omzet - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"MediaMarkt geldt voor Nederlandse consumenten als het bekendste elektronicamerk, maar Bol trekt de meeste kopers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.retaildetail.be\/nl\/news\/elektro\/analyse-mediamarkt-top-of-mind-maar-bol-pakt-de-omzet\/\" \/>\n<meta property=\"og:locale\" content=\"nl_NL\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"[Analyse] MediaMarkt &quot;top of mind&quot;, maar Bol pakt de omzet - 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