New lockdown measures result in a 1% decrease in UK mobility

24th October

With 59% of individuals claiming that restrictions won’t have an effect on their behaviours (Source: The Mobility Mindset; Posterscope and Dipsticks, 2020) new lockdown rules have only decreased UK mobility marginally (1%) to 76.7% (for w/e 16th October), according to data from our mobile partner Three, versus the pre lockdown baseline of 100.

This sees the first time since the end of August that mobility has dropped below the 78% mark. However, mobility is still higher than it was across most of the summer when hospitality restrictions were eased, and people were being encouraged back to work. The chart below shows the weekly index vs. the 4-weekly moving average; the 4-week moving average has settled at 78% and has remained there for the past 6 weeks now.

With the introduction of the new Tier system, we have revised how we look at mobility across the UK:

Tier 3 Districts: Tier 3 (Very High) areas have seen a decrease in mobility of 1.7%, slightly more than the UK National average (-1.3%), and currently stands at 81% mobility with all towns showing relatively consistent week on week mobility. Newly restricted Liverpool sees only a minor decrease in mobility of 1.1%.

Tier 2 Districts: Tier 2 (High) areas have seen a decrease in mobility of 1.2%, less than the UK National Average and are currently reporting an average of 73% mobility. The most significant decreases are in the major cities, with Birmingham and Leicester seeing decrease of 3.4% and 2.4% respectively, while more suburban/rural areas such as Colchester, Harlow and Wakefield are seeing increases of 1.4%, 0.2% and 0.8%.  NB: Tier 2 districts include London, which has been steady at around 65% mobility bringing down the overall average of this tier.

Tier 1 Districts: Tier 1 (Medium) areas have seen a decrease in mobility of 1.4%, slightly higher than the UK National Average and is currently reporting 82% mobility.

Mobility levels at a regional level have seen a small but uniform decrease, with all mobility levels decreasing by an average of 1.6% compared to the previous week.

London sees a minor decrease of 1% to 64% mobility, with the most significant changes in Havering (-2.2%) and Harrow (-1.9%).

While mobility decreases slightly (1%), visibility of OOH increases with 51% stating that “with locations less busy than they used to be this makes outdoor adverts even more visible”  according to recent research commissioned by Posterscope and conducted by Dipsticks. This increase in visibility has also resulted in driving up response to OOH rates with 5 in 10 respondents taking action after seeing OOH advertising.

From an OOH perspective, there are now almost 1.8 billion fortnightly impacts available in the market after steady month on month increases, with many more millions impacts also available in other OOH environments. Clear Channel is reporting a 93% Rate of Return for their audiences (in the week up to 10/10/20). While city centres are seeing a more gradual rate of return, Local High Streets have a more pronounced rate of return (currently 93%). Retail spaces continue to see high rates of return, with retail park (93%), malls (70%) and Asda / Sainsbury’s POS (88%) all reporting continued growth, making OOH an ideal medium for reaching different audiences across the UK.