Despite its small size, Holland is the most densely populated country in the world. The Dutch refer to themselves as Netherlanders or Hollanders. The Netherlands has one of the highest proportions of urban residents of any country. About 9 out of every 10 people live in cities. The Netherlands is one of the most prosperous countries in Europe and its hard-working people enjoy a high standard of living. The average life expectancy at birth is 77 years.