UK mobility remains stable as lockdown has minimal effect (w/e 23rd Oct 2020)

28th October

UK Mobility remains stable after a marginal (1%) decrease following the new lockdown regulations. Mobility is now 76.3% (for w/e 23rd October), according to data from our mobile partner Three, versus the pre lockdown baseline of 100.

Mobility for each of the ‘Tiers’ across the UK is as follows:

Tier 3 Districts – Tier 3 (Very High) areas have stabilised at 81%, with all towns showing relatively consistent week on week mobility.  A notable decrease in Stockport was counter-balanced by increases in Chorley, Doncaster, Oldham and South Ribble.

Tier 2 Districts – Tier 2 (High) areas have also stabilised at 73% mobility. After decreases in mobility last week we are seeing increases across some areas such as Birmingham (+1.6), Rushcliffe (+1.8) and Wakefield (+1.9) among others. Both Colchester and Wakefield have experienced increases for the second week running, whilst Colchester and Rushcliffe are experiencing Pre-COVID levels of activity.  NB: Tier 2 districts include London (steady around 65% mobility) which brings down the overall average of this tier.

Tier 1 Districts – Tier 1 (Medium) areas have also stabilised at 82% with decreases in Newcastle balanced out by increases in Norwich and Flintshire.

Mobility levels at a regional level return to stability, with variations in mobility all below 1%.

London saw a minor decrease (0.4%) in mobility to 63.2% (from 63.6% last week) with all boroughs experiencing minor changes which include increases in Hammersmith and Fulham, Wandsworth and Haringey, whilst any decreases were below 1%. If you remove Zone 1 and 2, mobility in London stands at 72.18.

As we approach the Christmas period, retail sales are improving. According to ONS retail sales volumes increased by 1.5% in September 2020 when compared with August; this is the fifth consecutive month of growth, resulting in an increase of 5.5% when compared with February’s pre-pandemic level.

The proportion of online sales was at 27.5%, compared with 20.1% reported in February, despite small monthly declines across most of the retail sector. 72.5% of spend was instore with Tier restrictions having minimal effect on mobility levels. Retail spend across the Golden Quarter, including Black Friday, Cyber Monday and Christmas will be pivotal in defining the retail landscape.

With OOH offering 1.8 Billion fortnightly impacts which can influence purchase behaviours, the OOH market is picking up. November is currently well sold, and December is moving fast so now is the time to secure OOH media to capitalise on this key retail period.