National audience mobility shows steady continuous increase

(w/e 22nd January 2021)

Headline Stats

  • National Mobility: 62.6 % (up 0.9 percentage points week on week)
  • National Mobility is approximately 13 percentage points more than during the first lockdown
  • Urban Mobility: 62.7% (up 0.9 percentage points week on week)
  • England Mobility: 64.5% (up 1 percentage point week on week)
  • Wales Mobility: 44.8% (up 0.6 percentage points week on week)
  • Scotland Mobility: 70.8% (up 0.9 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

After nearly a month of third lockdown restrictions in the UK, mobility continues to show slight increases

Area Analysis

Greater London locations saw a mobility increase of +1 percentage point, and higher than the national average for another week. Major increases were seen in Waltham Forest and Redbridge, with +1.9 and +1.3 increases respectively.

Greater London audiences with the highest proportion of young people below the age of 15 also saw significant change. Enfield experienced mobility increases of +1.3 to 64% and Barking and Dagenham ended the week with an overall mobility score of 71.2%.

What this means for brands and clients

Google Mobility data reveals that, despite three lockdowns, supermarket visits have remained consistent, showing on average 88% mobility vs pre-COVID.

Roadside OOH offers over 14 billion fortnightly impacts to reach shoppers making essential supermarket trips, with an additional offering of 22 million fortnightly impacts at the Point of Sale. This means there are still substantial opportunities for clients to use the strengths of OOH to deliver on what it does best- build brands and drive sales.