Last Week’s (w/e 10th July) UK Mobility Index was 75.4
15 July 2020
Last week’s (w/e 10th July) UK Mobility Index was 75.4, up from 73.2 (w/e 3rd July) versus the lockdown baseline of 100, according to data from our mobile partner Three UK. The week on week increase of 2.2 percentage points is higher than the 4-week rolling average of recent week on week increases. Overall UK mobility is now just over 75% of ‘normal’ and still increasing, particularly in city centres, as the relaxation of retail and social restrictions, among other factors, accelerate UK mobility.
All UK regions, except for London, are now over 75% of normal mobility, with London (now 61.9%) finally breaking over 60% of its mobility baseline. Of all the UK regions, London, the Midlands, and Central Scotland increased mobility the most week on week. There is a large range of results with the largest postal sector mobility decreases around -4% but the highest increases over 11%. City centres, particularly around retail space, across the UK continued their run of WoW mobility increases with Manchester, Glasgow, Birmingham, and Sheffield city centres seeing large increases of 8% WoW or more. Other city centres, for example London’s West End, Bristol, Cardiff, Exeter, Leeds, Newcastle etc. also continued to see mobility increases WoW but at slightly lower level of around 5%, although this is still higher than the weekly average.
The week on week increase in total UK mobility has had a significant effect on OOH impacts. All UK regions increased deliverable impacts, and this is despite key environments, like rail and retail, still yet to see typical pre-Covid footfall. This latest increase sees an estimated additional 50 million fortnightly roadside (classic) 6-sheet impacts added to national UK OOH delivery.
London accounts for around 20 million of these additional impacts, with areas like Wembley, Finchley, East Ham, and many more, delivering more than 5 million fortnightly roadside (classic) 6-sheet impacts. Similarly, northern power-houses Manchester and Liverpool, have recovered to deliver more than 55 million fortnightly roadside (classic) 6-sheet impacts combined. In Scotland, Glasgow and Edinburgh combined can now deliver 41 million fortnightly roadside (classic) 6-sheet impacts, which is an additional 2.5 million fortnightly roadside (classic) 6-sheet impacts versus the previous week.
We are also seeing an additional 4 million weekly roadside digital 6-sheet impacts delivered. The Midlands accounts for around 500k of these additional impacts, with Birmingham gaining more than 200k additional weekly roadside digital 6-sheet impacts in the past week. Many London areas have now recovered to deliver more than 1 million weekly roadside digital 6-sheet impacts, notably the West End and Marylebone which delivered a further 100k weekly roadside digital 6-sheet impacts the past week.
The rate of week on week mobility increases remains high although regionally it is accelerating at different rates. It is essential to use recent data to understand exactly where the changes and OOH value are. Our data provides this and is one of our many tools to help advertisers lock in value in a resurgent OOH market.