Last Week’s (w/e 3rd July) UK Mobility Index was 73.2
7 July 2020
Last week’s (w/e 3rd July) UK Mobility Index was 73.2, up from 70.8 (w/e 26th June) versus the lockdown baseline of 100, according to data from our mobile partner Three UK. The week on week increase of 2.4 percentage points is more than double the 4-week rolling average of week on week increases. Overall UK mobility is now just over 73% of ‘normal’ and still increasing as the relaxation of retail and social restrictions, among other factors, accelerate UK mobility.
Most UK regions are now within 75% of normal mobility, with London the only region at under 60% of the mobility baseline. London and the Central Scotland regions increased mobility the most week on week, showing some very high increases overall. Decreased mobility in some of the postal sectors within these regions, were minimal. Whilst the average UK gain was just over 3.3 the average decrease was just under 0.8 percentage points. The increases are predominantly in the central urban areas populated with retail and leisure destinations e.g. Glasgow’s West End + 9.4% WoW, central Manchester +7 % WoW, central Newcastle +6.5% WoW, central Bristol +6.4% WoW. The areas that saw decreases were generally suburban or rural areas with lots of open space, which previously had seen spikes in mobility due to the good weather and lack of other viable destinations to visit.
London is only 0.5% below 60% of its normal mobility, and the latest data saw the London region gain 4% on its previous week’s mobility index. Many of the London areas with an established retail presence outpaced the average mobility increase for the region e.g., London’s West End, Clapham, Chelsea, Hendon, Walthamstow, Camden, Kilburn, Ilford, Mill Hill etc. all increased mobility more than 4% WoW. London’s mobility is growing, increasingly driven by the more central and retail areas.
The week on week increase in overall UK mobility has had a significant effect on OOH impacts. All UK regions increased deliverable impacts week on week, and this is despite key environments like rail and retail still yet to see typical footfall. This latest increase sees an estimated additional 50 million fortnightly roadside (classic) 6-sheet impacts added to national UK OOH delivery. This is almost double the increase in impacts seen in last week’s report, and it reflects the changing nature of where the increases are coming from i.e. increased mobility in central urban areas with a strong retail and OOH presence. Whilst London may account for over 20 million of these additional impacts, over 11 million came from the North of England, and over 4.2 million in Scotland, with millions more additional impacts elsewhere adding to the billions of fortnightly OOH impacts now being delivered again.
We are also seeing an additional 3.6 million weekly roadside digital 6-sheet impacts delivered. The Midlands accounts for just over 500k of these additional impacts, with the Midlands area alone delivering almost 15 million weekly roadside digital 6-sheet impacts. London’s additional 2.3 million weekly roadside digital 6-sheet impacts included some significant increases from some of its top gainers e.g. Shepherds Bush, Bromley, Wood Green, Streatham, and the West End.
With Super Saturday data and further loosening of retail restrictions across the UK to be reflected in next week’s report, we expect mobility rates to continue to increase, but it is 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.