National audience mobility is up as schools return and Easter approaches 

(w/e 12th March 2021)

Headline Stats

  • National Mobility: 63.8 % (up 0.8 percentage points week on week)
  • National Mobility is approximately 14 percentage points more than during the first lockdown
  • Urban Mobility: 63.7% (up 0.8 percentage points week on week)
  • England Mobility: 65.6% (up 0.8 percentage points week on week)
  • Wales Mobility: 45.9% (up 0.5 percentage point week on week)
  • Scotland Mobility: 71.2% (down 0,3 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

Mobility is up as schools return and Easter approaches

PSMIND PREDICTS

PSMIND, Posterscope’s AI tool, analyses multiple data sources to predict audience mobility trends  as we move out of lockdown.

As the end of March approaches and we reach the next step of moving out of lockdown, where people from 2 household are able to meet outdoors under the Rule of Six, audience mobility is predicted to be at 68% from the 29th March.

(PSMIND data, figures are based on a pre-lockdown baseline in January 2020 of 100)

EASTER IS THE NEW CHRISTMAS

As schools began to open last week, the average for roadside traffic sits at 76% of pre-pandemic levels, steadily rising as schools return to capacity and as Easter approaches. After 2020’s ‘cancelled Christmas’, nearly half of people surveyed (46%) said were excited for Easter, with 57% saying they plan to spend “as much time out of home as possible” (JCD Sentiment Tracker March 2021).

As the public hope for a more ‘normal’ Easter this year, 67% of people have said they will be shopping to mark the occasion (Clear Channel Retail Occasions).

WHAT THIS MEANS FOR OOH AVAILABILITY AND ADVERTISERS

As predicted, the only way for audience mobility is now ‘up’. More confidence in the vaccine rollout means people are feeling more positive and are more confident in making plans to socialise outdoors.

We are now seeing the influence of the easing of lockdown on OOH availability. There is substantial interest in the market moving to July, with certain formats moving by up to 10% per week. Posterscope’s planning tools and capabilities are able to help brands secure their OOH planning to reach an increase in audiences as we get to summer.

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