The world of the hyperconnected

In Belgium, only 8.4% of the population connects each month via four different screens. Let’s focus on these heavy internet users reshaping our digital habits.

Small audience, big strategic value

The CIM Establishment Survey 2023 makes it clear: hyperconnected users aren't just a digital marketing myth. In Belgium, 843,000 people – or 8.4% of the population – go online each month using four key devices: smartphone, PC, tablet, and smart TV. Who are they? Mostly aged 12–44 (64%), a strong presence of socio-economic groups 1 to 4 (60%), and a fairly even gender split: 55% men and 45% women.

Add a gaming console to the mix, and the hardcore hyperconnected segment drops to just 2.1% of the population. This highlights a major opportunity for growth in multi-device internet use across Belgium.

As an advertiser, why should you care about hyperconnectivity? Because while this group may still be small, they show rich and highly strategic media consumption habits.

Don’t wait—start tapping into this fast-growing audience in your media strategy today!
8.4 %

Share of Belgians who are "hyperconnected" (monthly use of 4 devices: smartphone, PC, tablet, smart TV)

64 %

Share of 12–44-year-olds within the hyperconnected group

60 %

Share of affluent social groups among the hyperconnected

A de-synchronized media consumption

Each month, 83% of Belgians browse via their smartphone, 75% on PC, 28% on tablet, and 26% via smart TV. But only 8.4% use all 4 screens within the same period, making these individuals the faces of hyperconnectivity (Source: Establishment Survey CIM 2023).  

With their advanced digital consumption, multi-screen users accumulate contact points, multiply formats, and stay connected well beyond the average. They embody the core of upcoming cross-media and multi-device strategies.

Time-shifted and on-demand content clearly appeal to these digital-profile individuals. For video, they are proportionally 77% more numerous than average to watch movies and series weekly via paid streaming services. In audio, hyperconnected users are 48% more likely than average to listen to music connected online via video platforms.

On platforms, Auvio establishes itself as the most popular French-speaking destination for video, reaching 48% weekly coverage among the hyperconnected.

Boost your campaigns by tapping into the diversity of digital use
BMS image
satellite satellite icon purple traditional media

Traditional media still hold strong

Despite their deep online presence, hyperconnected users still consume large amounts of traditional media — starting with live TV, which remains the top video format for 78% of them. That’s even higher than the national 12+ average (75%).

Same for audio: live linear radio is the top choice for 81%, ahead of streaming services (60%) and music via video platforms (46%). Online radio ranks third at 33%.

What’s the takeaway for your campaigns? Digital convergence doesn’t mean traditional media are out — but it does call for smart coordination across formats.

Combine traditional and digital worlds with RMB and power up your campaigns!

Other key results

  • 10.6% of Northern residents are hyperconnected vs. 5.4% in the South
  • Not all hyperconnected users are young and affluent, though 64% are aged 12–44 and 60% belong to upper socio-economic groups
  • Gender balance is nearly even nationwide (55% men / 45% women), but in the South, hyperconnected users are predominantly male (64%)
  • Like the 12+ average, live linear TV is the top weekly video format (78% reach)
  • Compared to the general population, hyperconnected users stand out in their video consumption of:
    • movies & series via paid streaming platforms (69% weekly reach vs. 39% for 12+)
    • time-shifted TV (46% vs. 39%)
    • recorded TV programs (62% vs. 39%)
  • Just like among the 12+ population, live linear radio is the preferred audio format for hyperconnected users (81% reach in recent months).
  • In audio, they lead in:
    • streaming services (60% recent months reach vs 35% for 12+).
    • music via video platforms (46% recent months reach vs 31% for 12+). 
    • online radio (33% recent months reach vs 18% for 12+). 

Source: CIM Establishment Survey 2023

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