Celebrating with the ones who matter mostHow people welcome the new year

Getting in the holiday spiritTravelers’ plans

Following the recipe for a partyHow people celebrate Lunar New Year

Mobilizing the festivitiesPeople shared 1.15X more posts, photos and videos than average on Facebook during Lunar New Year1

of posts, photos and videos were shared on mobile1

People share their holiday photos on Instagram with festive hashtags

Brands can ignite and inspire the preparations for Lunar New Year, connecting with early and last-minute planners alike online.

Lunar New Year is a time to connect, and people go online to share the moments that make the holiday special. Use visuals to keep the celebrations going and mobile to connect with the people who matter.

Embrace the many ways people enjoy Lunar New Year, and play a part in bringing people together throughout the festivities.

JOIN THE PARTY

DELIGHT WITHDIGITAL VISUALS

GIVE THE GIFT OF DIGITALINSPIRATION

On mobile

And through visuals2

with friends

34%

with family

87%

78%

58%purchase special treats for the holiday

44%bake or cook for the holiday

36%make plans to dine out

59%buy gifts for family and friends

25%buy gifts for business associates

50%watch more TV

29%play smartphone or tablet games

33%go to the movies more

64%intend to travel for Lunar New Year

59%will start planning travel a month before the holiday

58%of Instagrammers say their travel plans will be inspired by friends’ photos

92%will research travel plans online

Lighting up Lunar New YearLunar New Year is a time to reunite with family and honor timeless traditions. And for people in Hong Kong, Singapore, South Korea, Taiwan and Vietnam, technology is enhancing the celebrations.

Shoppers’ plans

WHAT PEOPLE PLAN ON BUYING 1 IN 2 SHOP OR SAY THEY WOULD SHOP ONLINE

70% plan to use a shopping app on a smartphone

54%plan to use a mobile site on a smartphone

79%

69%

69%

home goods

festive items

fashion

say they will find inspiration on Facebook37% plan their purchases within

a month of Lunar New Year89%

#hkig (Hong Kong Instagram)#hk (Hong Kong)

#singapore#igsg (Instagram Singapore) #china

#style

#selfie#potd (photo of the day)

#ootd (outfit of the day)

#fashion

#happy#family#happyCNY #red #love

PLACES

FASHION

CELEBRATION

Sources:1 Facebook data for people ages 18+ in HK, KR, SG, TW and VN, Jan 15–Mar 15, 2015 (accessed Dec 2015). 2 Instagram data based on audiences eligible to see ads on Instagram based on a variety of factors,

for users ages 18+ in HK, KR, SG, TW and VN, Feb 2015.

Source unless otherwise specified: “Lunar New Year Celebrations in Korea, Vietnam, Taiwan, Hong Kong and Singapore” by Ipsos Marketing (Facebook-commissioned online study of 2,540 people ages 18+ on Facebook in HK, KR, SG, TW and VN), Nov 23–27, 2015. The study included 510 respondents from South Korea, 511 from Vietnam, 507 from Taiwan, 507 from Hong Kong and 505 from Singapore (data were aggregate across all markets).