This is the sixth instalment in a series based on information from Seznam.cz’s data models, which utilise stable user identities. Thanks to this, advertisers can now target their audiences with greater precision. This time, we’ve looked at how Czechs spend their summer days, what products they buy and where they want to travel. This report, based on June data, provides guidance for effective targeting during the summer holidays.
Through a series of articles, this data series offers an insight into users’ interests and their typical shopping behaviour. This instalment focuses on how the Czech Republic experiences summer. “There are two ways to find out how people spend their summer. We can ask them, or we can look at what they’re actually doing: what information they’re searching for, what articles they’re reading, what products they’re comparing, or where they’re planning to travel. And our June data provides us with this information,” says Jiří Udatný, Director of the Identity and User Profile Division at Seznam.cz.
Among Seznam’s services, Mapy.com and Sport.cz are widely used during the summer
In June, Mapy.com is Seznam.cz’s most prominent service linked to summer planning. Six out of ten users search here for routes, restaurants or day-trip destinations.
At the same time, more than a third of users visit Sport.cz. After all, summer means the Tour de France, tennis and preparations for the sporting season. Nearly a million people also regularly check Počasí.cz, as getting the timing right for trips, barbecues and sporting activities is very important to Czechs.
Czechs are interested in sport and physical activity. Surprisingly, cooking appeals to them even more than travelling
The data shows that the Czech summer isn’t just about relaxing by the pool. It’s primarily about spending time actively, going on trips, having barbecues and sharing experiences. In terms of interests, Czechs are most drawn to exercise and sport. Four in ten users are interested in summer sports.
“Cycling is very popular and has traditionally been a male domain. Half of men over sixty and 41 per cent of middle-aged men actively follow topics related to cycling. Among women, interest ranges between 33 and 39 per cent,” comments Jiří Udatný.
This is followed by cooking (37 per cent), which is the second most significant topic in terms of interests. Barbecues, salads, homemade lemonades and cold soups attract more people’s interest than, for example, flight tickets. At the same time, around a quarter of users are searching for restaurants and establishments with outdoor seating areas.
Travel is the third most popular interest among Czechs during the summer holidays (35 per cent). Around a third of users are interested in the mountains (both domestic and abroad), and an equally large group are interested in Europe and the seaside.
“It is interesting that only six per cent of users are interested in domestic tourism as such during the summer. The rest dream of faraway places; they are drawn, for example, to the Croatian islands, Greek beaches or Alpine trails,” notes Jiří Udatný.
Another major topic is gardening (28 per cent). “Gardening is significantly more popular among women. Sixty-one per cent of women over sixty and 40 per cent of middle-aged women are actively involved in it. Among men of the same age, interest is approximately ten percentage points lower,” adds Jiří Udatný.
Concerts and festivals are also popular (26 per cent). “It is worth noting that we have a very specific group of young people aged 18–24. In most summer categories, this group shows lower affinity scores, usually between 10 and 24 per cent. Their summer apparently takes place elsewhere. At festivals, for example,” points out Jiří Udatný.
Swimming pools and women’s swimwear top the shopping list
Swimming pools are undoubtedly the biggest shopping trend. Users are comparing different models and prices, and reading reviews. There is also considerable interest in pool chemicals, filtration systems and children’s paddling pools. Women’s swimwear comes in second place. This is followed by maps and travel guides, car tents and sunbathing products.
Smaller categories that are inextricably linked to summer are also of interest. Many people are interested in ice cream and machines for making it at home. A number of users are also choosing a garden barbecue or looking for a suitable cycling helmet.
Data source: Behavioural data from Seznam services, June 2026. Interests are derived from actual online activity – content views, searches and purchase intentions.
Source: mediaguru.cz