UK mobility remains stable at almost 80% and appreciation for local areas increase

8th October

UK mobility remains consistent at almost 80% (78.2% for w/e 2nd October), according to data from our mobile partner Three, versus the pre lockdown baseline of 100.

The chart below shows the weekly index vs. the 4-weekly moving average; after successive month-on-month growth from May to September the 4-week moving average has settled at around 78% and has remained there for the past 4 weeks. Meanwhile the 8-week moving average has, for the first-time matched the 4-week moving average, suggesting that the UK’s mobility has stabilised.

The areas in the UK that are currently experiencing lockdown restrictions have also reached a plateau hovering around 72% mobility. Preston, Glasgow South and Leicester have all seen a marginal increase however, conversely Burnley, Oldham and Salford have all seen a marginal decrease after increasing the previous week.

Mobility levels have also remained consistent at a regional level, with increases in North Scotland, Wales and Border balancing out lockdowns in the North of England.

London remains steady at 65% mobility levels, with Barking and Dagenham, Enfield, Greenwich and Redbridge all showing mobility increases for the fourth consecutive week.

Boroughs with the highest number of young people, greater access to cars and the most green spaces have displayed the greatest recovery thus far.  This is further verified by Apple mobility data that places ‘Driving traffic in the UK’ at 109.7% of pre-Covid levels, and Google Mobility data that places ‘park visitation’ at 126.4% of pre-Covid levels.

While Mobility remains consistent (at almost 80%), local areas enjoy a resurgence as populations re-discover their local neighbourhoods for work, to shop and socialise. Recent research, commissioned by Posterscope and conducted by dipsticks,  showed that when asked about attitudes towards their outdoor environment and local area. 70% of respondents said they are now paying more attention to what is generally going on around them, 65% specifically in their local area, town or city, making them value their out of home space more.

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 according to our data, providing a great opportunity to reach different audiences across the UK.