Last Week’s UK Mobility Index (we 28 August) was 78.0

1st September 2020

Overall UK mobility has increased again week on week rising to 78% (w/e 28th August), up 0.7% versus the previous week, according to data from our mobile partner Three, versus the pre lockdown baseline of 100.  When you remove London from the analysis, the average Mobility Index is now 80.8%, with Border, East of England,  North Scotland, South & South East, Southwest, and, as of last week, the West, North West and Wales all now exceeding 80% mobility.

The chart below shows the weekly index vs. the 4-weekly moving average. Recent data shows further widening between the two lines, indicative of an accelerating UK mobility. There has been a 2% increase in mobility month on month off the back of four successive weeks of increases. We expect to see further increases in mobility over the next few weeks as children start returning to school.In the Northwest, five (out of the ten) boroughs of Greater Manchester; Manchester, Salford, Bury, Tameside and Rochdale, are still under local lockdown rules brought in on July 31.  While Oldham remains subject to more stringent restrictions which prohibit households from mixing. However, Stockport, Trafford and Bolton join Wigan in obtaining more freedoms, despite some concerns from local councils. Greater Manchester Mayor, Andy Burnham, has advised however, that people across the whole of Greater Manchester should continue to minimise mixing in the home. Our UK mobility data shows both Manchester and Bury (for successive weeks) have had higher than national average week on week mobility increases. With Bury increasing mobility by 2.9% vs. the national average of 0.7%, although from the lowest base (59.5%) within the lockdown areas group. Manchester increased by 2% from a similarly low regional base (64.7%).

In the Northwest, five (out of the ten) boroughs of Greater Manchester; Manchester, Salford, Bury, Tameside and Rochdale, are still under local lockdown rules brought in on July 31.  Whilst Oldham remains subject to more stringent restrictions which prohibit households from mixing. However, Stockport, Trafford and Bolton join Wigan in obtaining more freedoms, despite some concerns from local councils. Greater Manchester Mayor, Andy Burnham, has advised however, that people across the whole of Greater Manchester should continue to minimise mixing in the home. Our UK mobility data shows   both Manchester and Bury (for successive weeks) have had higher than national average week on week mobility increases. With Bury increasing mobility by 2.9% vs. the national average of 0.7%, although from the lowest base (59.5%) within the lockdown areas group. Manchester increased by 2% from a similarly low regional base (64.7%).At a regional level, most areas changed predominately in-line with the national average rate increase of around 0.7%. The previous week’s data (w/e 21st August) showed London outpacing the other regions week on week, however, the latest data shows it increasing just below the 0.7% national average week on week. However, London’s overall mobility is now moving closer to the 70% mark at 65%. Significantly, further north in the UK, the more sparsely populated Border region is close to becoming the first region to reach almost 90% of ‘normal’ mobility at 89.5%.

From an OOH perspective, the week on week mobility changes bought an estimated 15 million plus of additional fortnightly impacts back to the market., providing a great opportunity to reach different audiences as they adjust to their increased mobility.

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