Upcoming bank holiday marks start of summer and a positive consumer mindset

(w/e 21st May)

HEADLINE STATS

  • National Mobility: 74.2 %
  • National Mobility is approximately 24 percentage points more than Lockdown 1
  • Urban Mobility: 74.5%
  • England Mobility: 76.3%
  • Wales Mobility: 53.4%
  • Scotland Mobility: 84.1%

Mobility Data is from our partner, Three. It is based off a pre-lockdown baseline of 100.

WEEKLY UK MOBILITY INDEX CHANGE

Upcoming bank holiday marks start of summer and a positive consumer mindset

PSMIND PREDICTS

PSMIND, Posterscope’s AI tool, analyses multiple data sources to predict audience mobility trends  as we move out of lockdown.

When all restrictions are expected to lift on the 21st June, mobility is predicted to be up to 102%.

(PSMIND data, figures are based on a pre-lockdown baseline in January 2020 of 100)

A BOOST IN OPTIPISM AND ACTION AS BANK HOLIDAY SIGNALS THE START OF SUMMER

The upcoming Bank Holiday is set to give Britain boost of positivity as it marks the beginning of summer and the UK lifting all lockdown restrictions. This past week, a survey has shown that British consumers are their most upbeat since the start of the coronavirus pandemic, buoyed by growing optimism about the economy as lockdown restrictions are lifted, improving their financial mood. (GfK Consumer Confidence Index/ Reuters)

In addition, research shows that when consumers are hopeful, they more likely to act (Yale Climate Opinion Maps 2018).  For example, with Father’s Day approaching, those who feel more positive about the day are 31% more likely to be exposed to OOH as they hunt the highstreet for gifts (JCDecaux/ YouGov).

Further to this, OOH has a clear impact on both online and offline purchase behaviour: consumers who saw out-of-home advertising were 56% more likely to make an online purchase from the brand, while in-store purchases 28% more likely (Posterscope Effectiveness Research, May 2021).

WHAT THIS MEANS FOR ADVERTISERS

With its brand building capabilities and ability to connect with a wide-reaching UK audience, OOH can help brands can make the most of the nation’s optimistic mood and willingness to act over the summer period.

Exciting macro moments, such as Father’s Day, sporting events such as the Euros, and festivals, in addition to being able to socialise with friends and family, will give brands plenty of opportunity to join in with the nation’s good mood.

OOH will be vital to help increase a brand’s salience and convey their message to this positive population.

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