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What is Weather?01:07

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In cold weather, masonry construction requires specific precautions to ensure mortar does not freeze before curing, as this can significantly weaken its strength and watertightness. Mortar temperature should be maintained between 60°F and 80°F to support proper hydration and curing. Below 40°F, mortar water must be heated, but should not exceed 120°F as high temperatures can reduce mortar's compressive and bond strength.
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Worse Weather Amplifies Social Media Activity.

Kelton Minor1, Esteban Moro2, Nick Obradovich3,4,5

  • 1Data Science Institute, Columbia University.

Psychological Science
|February 4, 2025
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Summary

Worse weather, including extreme temperatures and precipitation, significantly increases social media use. These environmental factors play a critical, overlooked role in shaping online social activity.

Keywords:
climatedigital behaviorenvironmental psychologynatural experimentonline behaviorrainfallsocial ecologysocial mediatemperatureweather

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Area of Science:

  • Digital sociology
  • Environmental psychology
  • Computational social science

Background:

  • Online social media is integral to human welfare, yet external influences on its use are understudied.
  • Understanding factors shaping digital social interaction is crucial in an increasingly online world.

Purpose of the Study:

  • To investigate the impact of environmental conditions on social media usage patterns.
  • To determine if weather extremes influence the rate of online social activity.

Main Methods:

  • Analysis of over 3.5 billion posts from Facebook and Twitter (now X) in the United States.
  • Utilized two large-scale natural experiments correlating weather data with social media activity from 2009 to 2016.

Main Results:

  • Extreme temperatures and increased precipitation independently amplified social media activity.
  • Compounded weather extremes led to substantially larger increases in online engagement.
  • Specific conditions (e.g., below -5°C with 1.5-2 cm precipitation) tripled New Year's Eve social media surge levels.

Conclusions:

  • Environmental conditions are a significant, underappreciated driver of digital social interaction.
  • Weather patterns demonstrably influence how and when individuals engage with social media platforms.
  • Future research should consider environmental context when studying online behavior.