In a few days, Brits will celebrate the first of two holiday weekends in May. Traditionally a time for singing and maypole dancing, the Early May Bank Holiday weekend presents a rich opportunity for marketers. Our new study finds that when UK viewers aren't at the Maypole, they're watching video on their mobile devices.
Mobile viewing increased 82% from Sunday to Monday on last year's Early May Bank Holiday. For contrast, viewership usually declines from the weekend to the workweek by roughly 10%.
The holiday also impacted video viewing on desktops, which crawled up half a percent Sunday to Monday last year, compared to a 24% drop the week prior. However, mobile's 93 percentage point viewership increase from a typical weekend means the Early May Bank Holiday affected mobile viewing patterns nearly 4 times as much as it affected desktop behavior.
Holiday weekends should factor into marketing strategy regardless of device. Targeting mobile is a sure bet, allowing marketers to tag-along with viewers on their holiday plans.