Last week’s (w/e 19th June) UK Mobility Index was 69.5, up from 68.1 (w/e 12th June) versus the lockdown baseline of 100, according to data from our mobile partner Three UK. So, overall UK mobility is now just under 70% of ‘normal’ and still increasing. On June 15th we saw the opening of non-essential retail stores in England, which resulted in increased movement in the more urban areas and city centres with gains in some of these areas four times that of the overall weekly increase.
North Scotland, Border and South West areas are all now within 20% of their normal movement. Despite this being versus a baseline based on February movement, this is still a major milestone in terms of regional movement getting towards to pre-lockdown levels.
Furthermore, more areas are getting more mobile; 16% more postal sectors saw a week on week increase in mobility vs. week ending 12th June. Many of these are the areas rich in retail outlets and workspaces. That is not to say we are less local, there is still plenty of movement in the suburbs, but now urban areas and city centres are also seeing large increases in mobility. In London’s West End, for example, 80% of postal sectors saw an increase in mobility. Across the country in Birmingham, Wolverhampton, Liverpool, Leicester, Manchester, and many other towns and cities, retail focused areas saw mobility increases as high as 8% week on week.
Whilst the percentage changes may sound small, we must consider that retail movement just accounts for one part of our mobility so we are not expecting to see huge increases week on week until lockdown restrictions are relaxed further taking us more towards ‘normal’ mobility. Nevertheless, these gradual, weekly increases are driven by millions of people and in turn deliver millions more OOH impacts. This latest increase sees an estimated additional 2.1 million weekly digital 6-sheet impacts plus an estimated additional fortnightly 27 million roadside (classic) 6-sheet impacts added to national UK OOH delivery.
With the prospect of further easing of restrictions and increasing of movement across the UK, now is the time to lock in the value from a resurgent OOH.