National audience mobility continues to show marginal increase

(w/e 15th January 2021)

Headline Stats

  • National Mobility: 61.7% (up 0.2 percentage points week on week)
  • National Mobility is approximately 11.5 percentage points more than during the first lockdown
  • Urban Mobility: 61.9% (down 0.6 percentage points week on week)
  • England Mobility: 63.9% (up 0.6 percentage points week on week)
  • Wales Mobility: 44.2% (up 0.1 percentage points week on week)
  • Scotland Mobility: 68.3% (down 1.6 percentage points week on week)

Mobility Data is from our partner, Three. It is based off a pre-lockdown baseline of 100.

Weekly UK Mobility Index Change

Even with lockdown restrictions, national mobility continues to show slight increases week on week

Area Analysis

London as a whole sees a minor increase of 0.24% to 53.8% mobility, with mobility in Greater London locations up to 62.7% mobility.  The 3 Greater London boroughs with the most increases were in Harrow, Kingston upon Thames, and Brent. (+0.68, +0.54, +0.48  respectively).

Greater London’s mobility remains 1 point above the national average, showing the continued growth of the Polo Mint effect. This steady, uniform increase in mobility sits more than 11 mobility points higher than during Lockdown 1 and is gradually increasing week on week, showing that Lockdown 3 has not impacted mobility as much as the first lockdown.

In addition, The Department for Transport’s road traffic Index is reporting 63% of pre-pandemic traffic, 28 percentage points higher than during the first lockdown.

What this means for brands and clients

Audiences are still moving, especially those with access to vehicles as they make essential trips, meaning despite lockdown restrictions roadside OOH continues to deliver over 1.4 billion fortnightly impacts.

In addition, DOOH allows an added layer of agility and flexibility for brands, and our proprietary platform ECOS NOW also allows us to set up campaigns in advance with bespoke data triggers, along with aspects like maximum budget to spend in a day or over a period of days.

This means campaigns are served at the most important times for them and allows clients to be agile and reactive in line with fluctuating market, societal, and behavioural changes.