Sharing the Action of Summer People may say that summer is a time for relaxation. But it’s also the season when many people find themselves more active than ever— heading to the beach, to the lake, off on a road trip, to BBQs and to family reunions. With mobile always on hand, people share their most epic summer moments online. And the picture that emerges is one in which summer brings out the best in us. It’s the season that reminds us how sometimes the best way to unwind ... is to engage. Mobile is our constant summer companion As people head outdoors, their mobile devices come too 74% of people who connected to Facebook were on mobile 79% of content posted to Facebook was on mobile 80% of photos posted on Facebook were on mobile Last summer in the US
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Sharing the Action of SummerPeople may say that summer is a time for relaxation. But it’s also
the season when many people find themselves more active than ever—
heading to the beach, to the lake, off on a road trip, to BBQs and to family
reunions. With mobile always on hand, people share their most epic
summer moments online. And the picture that emerges is one in which
summer brings out the best in us. It’s the season that reminds us how
sometimes the best way to unwind ... is to engage.
Mobile is our constant summer companionAs people head outdoors, their mobile devices come too
74%of people who connected to
Facebook were on mobile
79%of content posted to
Facebook was on mobile
80%of photos posted on
Facebook were on mobile
Last summer in the US
But that doesn’t mean people plan on checking out ...
And people share more photos during summer than in any other season
Summer inspires us to share
23%more than in winter
24%more than in spring
5%more than in fall
Posts LinksPhotos CommentsVideos Check-ins
Source: Poll of 6,814 respondents in the US, selected randomly on Facebook, age 18+, Apr 6–21, 2015.
People think of summer as a season to unwindSummer associations
300 millionPeople shared, on average, over
Relaxing 34%
23%
21%
16%
6%
Exploring/discovering
Getting things done
Socializing
Celebrating
per day
What people talked about
On Facebook, summer conversation centers around activitiesAnd it spikes around summer’s big holidays
Activities
1. Camping2. Eating
3. Swimming4. Watching the sun set
5. Hiking
Celebration
1. Family reunion2. Friends3. Party
4. Pool Party5. Memorial Day
Weather
1. Hot2. Ice cream3. Tanning
4. Heat5. Sun
Travel
1. Road Trip2. Packing
3. Lake4. Check in5. Cruise
Transition
1. Back to work2. Back to school
3. School4. Back-to-
school shopping5. Fall
Source: Facebook internal, anonymized, aggregate data (based on reported and inferred data) for the US, May-Sep 2014 (accessed Apr 2015).
Summer calls us to action
Both men and women say their #1 summer goal is to get in shape (eat better/exercise more)
52%Men
62%Women
May 5 May 12 May 19 May 26 Jun 2 Jun 9 Jun 16 Jun 23 Jun 30 Jul 7 Jul 14 Jul 21 Jul 28 Aug 4 Aug 11 Aug 18 Aug 25 Sep 1 Sep 8 Sep 15 Sep 22
Mother’s Day
May 11
Memorial Day
May 26
Father’s Day
Jun 15
Independence Day
Jul 4
Labor Day
Sep 1
“Back to School/Work”
conversation starts to gain
momentum mid-August
Conv
ersa
tion
Volu
me
(US)
Other goals for summer
Spend more time outdoors
55%
Source: Poll of 6,814 respondents in the US, selected randomly on Facebook, age 18+, Apr 6–21, 2015.
Summer hashtags on Instagram related to #fitness highlight people’s
#motivation to #exercise, #eatclean and make #healthychoices
People plan to spend more money this summer (than in other seasons) on
Travel 30%
Entertainment30%
Food and beverage 28%
Apparel 16%
Americans spent a record $100 billion on summer vacations last year*
Work on a home/DIY project
35%
Try a new activityor hobby
31%
23%more than in spring
16%more than in winter
12%more than in fall
How brands can seize the moment
SourceUnless otherwise specified: Facebook internal, anonymized, aggregate data (based on reported and inferred data) for the US, May–Sep 2014 (accessed Apr 2015).
* “Vacation spending expected to increase 20% this summer” by Travel Weekly, Jun 20, 2014.insights.fb.com
Stay close with mobile: As people head out to enjoy their summer adventures, many will leave their desktops and TVs at home. Mobile will be the device of preference for most—always on hand to inspire, capture and share summer’s most epic moments. Brands that dial up their mobile strategy can reach people consistently—on the beach and beyond.
Champion the celebration: From graduations to Mother’s Day, Father’s Day and family reunions, summer is jam-packed with reasons for people and brands to celebrate. On Facebook, as each of summer’s big holidays arrive, conversations around celebration and activities spike, ramping up a few days before and lasting a few days after. Brands can connect with the people who matter most by being present throughout each holiday’s lifecycle—helping with planning and preparation, being part of the celebration itself and offering people ways to extend the festivities.
Make summer count: The sweet dilemma of summer is this: People think it’s the season of relaxation, yet many also have ambitious summer goals. As people reconcile the 2 sides of summer, brands can help them become their best summer selves—whether that means encouraging people to go out or helping them to chill out. Brands that help people visualize summer success and offer people the tools to realize such success may be able to create a connection that lasts well beyond the season itself.
Summer brings out our friendly sidePeople accept more friends on Facebook in summer than in any other season
