Last Week’s (w/e 17th July) UK Mobility Index was 76.0
24 July 2020
Last week’s (w/e 17th July) UK Mobility Index was 76% up from 75.4% (w/e 10th July) versus the lockdown baseline of 100, according to data from our mobile partner Three UK. Overall UK mobility is now 76% of ‘normal’ and still increasing, as the recent relaxation of retail and social restrictions, among other factors continue to accelerate UK mobility.
All UK regions, except for London, are now over 75% of normal mobility, with London (now 62.6%) experiencing the highest regional gain for a second week in a row. Following London, Central Scotland increased mobility the most week on week. Whilst city centres continued to increase in mobility, suburban areas had the higher rates of increased mobility. For example, within London, the West End increased mobility by just over 1% week on week, whereas suburban London areas like Barking and Finchley increased mobility by around 5%.
The week on week increase in total UK mobility has had a significant effect on OOH impacts. All UK regions increased deliverable impacts, and this is despite key environments, like rail and retail, still yet to see typical pre-Covid footfall. This latest increase sees an estimated additional 16.3 million fortnightly roadside (classic) 6-sheet impacts added to national UK OOH delivery.
London accounts for around 7.5 million of these additional impacts, with areas like Croydon, Ilford, Tottenham, and many others, delivering more than 5 million fortnightly roadside (classic) 6-sheet impacts. Scotland now delivers more than 100 million fortnightly roadside (classic) 6-sheet impacts, which is an additional 1.3 million fortnightly roadside (classic) 6-sheet impacts versus the previous week. In the North West, over the last week, Manchester, Liverpool, Wigan, and Oldham all added more than 100k fortnightly roadside (classic) 6-sheet impacts with the region now delivering 185 million fortnightly roadside (classic) 6-sheet impacts.
We are also seeing an additional 1.5 million weekly roadside digital 6-sheet impacts delivered. The South and South-East region has recovered to over 80% of normal mobility and can deliver more than 7.1 million weekly roadside digital 6-sheet impacts, with Reading, Southampton and Bournemouth adding an additional 200k of weekly roadside digital 6-sheet impacts in the region over the last week.
The overall rate of week on week mobility increases has slowed slightly this week from the high gains of the last few weeks, however % increases differ from one area to another across the UK. It is therefore essential to use recent data to understand exactly where the changes and OOH value are. Our data provides this and is one of our many tools to help advertisers lock in value in a resurgent OOH market.