facebook iq: digital insights & marketing research - sharing the action of summer ·...
TRANSCRIPT
An overview of summer across 21 countries: Belgium, Canada, Denmark,
France, Germany, Hong Kong, Italy, Japan, Korea, Mexico, Netherlands, Norway,
Poland, Portugal, Saudi Arabia, Spain, Sweden, Turkey, Taiwan, the UK and the US.
Mobile is our constant summer companion
70%of people who connected to
Facebook were on mobile
75%of content posted to
Facebook was on mobile
76%of photos posted on
Facebook were on mobile
As people head outdoors, their mobile devices come too
Last summer across the countries we
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.
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
22%more than in winter or spring
7%more than in fall
Posts LinksPhotos CommentsVideos Check-ins
Source: Poll of 56,356 respondents in CA, DE, ES, FR, HK, IT, JP, KR, MX, TW, UK, US, selected randomly on Facebook, age 18+, Apr 6–21, 2015.
People think of summer as a season to unwindSummer associations across select countries
800 millionAcross 21 countries, people shared, on average, over
Relaxing 46%
15%
13%
12%
Exploring/discovering
Celebrating
Getting things done
14%Socializing
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
Conv
ersa
tion
Volu
me
Mother’s Day(CA, HK, JP, TW, US)May 11
Memorial Day (US)May 26
Victoria Day (CA)
May 24
Parents’ Day (KR)May 8 Father’s Day
(CA, HK, JP, US)Jun 15 Father’s Day (TW)
Aug 15
Independence Day (US)Jul 4
Marine Day (JP)�Jul 20 Obon (JP)
Aug 15 Labor Day (CA, US)Sep 1
“Back to School/Work”conversation starts to gain momentum mid-August
What people talked about
On Facebook, summer conversation centers around activitiesAnd it spikes around summer’s big holidays
Activities
1. Swimming2. Eating
3. Watching the sun set
4. Hiking5. Party
Celebration
1. Graduation2. Family reunion
3. Friends4. Party
5. Pool party
Weather
1. Hot2. Ice cream3. Tanning
4. Heat5. Sun
Travel
1. Packing2. Check in
3. Lake4. Roadtrip5. 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 CA, HK, JP, KR,TW and the US, May-Sep 2014 (accessed Apr 2015).
Summer calls us to action
Both men and women across 12 countries say their #1 summer goal is to get in shape (eat better/exercise more)
43%Men
49%Women
Other goals for summer
US 57%
UK 49%
Japan 44%
Hong Kong41%
France 39% Germany 43%
Spain 45% Korea 38%
Italy 38%
Spend more time outdoors
43%
Try a new activityor hobby
32%
Work on a home/DIY project
21%
Taiwan 53%
Canada 53%
Mexico 57% Goal:
Eat Better/Exercise
More
Source: Poll of 56,356 respondents in CA, DE, ES, FR, HK, IT, JP, KR, MX, TW, UK, US, selected randomly on Facebook, age 18+, Apr 6–21, 2015.
Source: Instagram internal, anonymized, aggregate data, May–Sep 2014 (accessed Apr 2015).
Summer hashtags on Instagram related to #fitness highlight people’s #motivation to #exercise, #eatclean and make #healthychoices
20%more than in spring
14%more than in winter
6%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 BE, CA, DE, DK, ES, FR, HK, IT, JP, KR, MX, NL, NO, PO, PT, SA, SW, TK, TW, UK and the US, May–Sep 2014 (accessed Apr 2015). 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 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