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