OOH a trusted platform as UK Mobility remains 14 points higher than the first lockdown
(w/e 19th March 2021)
- National Mobility: 64 % (up 0.2 percentage points week on week)
- National Mobility is approximately 14 percentage points more than during the first lockdown
- Urban Mobility: 63.9% (up 0.2 percentage points week on week)
- England Mobility: 65.8% (up 0.2 percentage points week on week)
- Wales Mobility: 46% (up 0.1 percentage point week on week)
- Scotland Mobility: 71.5% (up 0.4 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
UK Mobility in March 2021 is approximately 14 points more than in March 2020, during the first lockdown
PSMIND, Posterscope’s AI tool, analyses multiple data sources to predict audience mobility trends as we move out of lockdown.
As we reach the ‘end’ lockdown restrictions on 21st June, audience mobility is predicted to be at 114%.
(PSMIND data, figures are based on a pre-lockdown baseline in January 2020 of 100)
LOOKING BACK TO LOOK FORWARD
As the pandemic began a year ago, the public developed a heightened emotional connection with the OOH space, as it became a vital source of information and positivity during uncertain times.
56% of people noticed OOH advertising more in their local area during the first lockdown, and the same amount (56%) believed during the pandemic, posters and screens became an important noticeboard for new information (Posterscope Mobility Mindset research 2020).
With nearly half of those surveyed (49%) feeling more favourably towards brands who used OOH during the Covid-19 crisis, OOH remains valued as a trusted media channel which can raise awareness during turbulent times.
WHAT THIS MEANS FOR ADVERTISERS
Over the past year, the British public have adapted their behaviour when outdoors, with 70% of people paying more attention to what’s going on around them, meaning more noticeability for OOH.
Current UK Mobility is 14 percentage points higher than at the same time last year during the first lockdown, and as the Rule of Six comes into play next week in time for Easter, mobility is naturally set to rise.
During this time OOH remains a vital platform to reassure the nation as the British public’s continued optimistic for the future and readiness to return outdoors occurs imminently in the next couple of months.