Mobility increases week on week as the nation is excited for the prospect of ‘Summer 2021’
(w/e 30th April)
- National Mobility: 71.2 %
- National Mobility is approximately 21 percentage points more than during the first lockdown
- Urban Mobility: 70.9%
- England Mobility: 73.2%
- Wales Mobility: 51.2%
- Scotland Mobility: 80.9%
Mobility Data is from our partner, Three. It is based off a pre-lockdown baseline of 100.
Weekly UK Mobility Index Change
Mobility on the up as UK roads prepare for the busiest May bank holiday since 2016
PSMIND, Posterscope’s AI tool, analyses multiple data sources to predict audience mobility trends as we move out of lockdown.
When all restrictions lift on the 21st June, mobility is predicted to be up to 106%.
(PSMIND data, figures are based on a pre-lockdown baseline in January 2020 of 100)
A SUMMER OF LOVING BEING BACK OUTDOORS AND SOCIALISING
After a year of lockdown fatigue and being deprived of their usual activities, people are looking forward to Summer 2021, with 77% of people believing this summer will improve the nation’s mood (The Independent).
More than 1 in 3 agree that hot weather prompts them to spend more on food and activities (Mail Metro Media- Moments that Matter), and this summer has no shortage of events that will encourage consumers to spend outdoors. An array of sporting tournaments including the Olympics, the Euros, Grand Prix and Wimbledon, in addition to festivals like Glastonbury, and major cultural events like the Notting Hill Carnival are to resume after being unable to go ahead in 2020.
WHAT THIS MEANS FOR ADVERTISERS
With more people than ever anticipated to be spending summer outdoors and making up for missed events in 2020, OOH is the perfect medium to target multiple audiences at key times, especially as people are feeling more positive.
Whether it’s reaching people as they visit pubs and restaurants, building anticipation on travel routes to events and fanzones, or driving national conversation around long-awaited summer moments, brands who use OOH to capitalise on this excitement with contextual messaging can increase campaign effectiveness by around 17% (The Moments of Truth research).