Last Week’s UK Mobility Index (w/e 14th August 2020) was 76.6
19th August 2020
UK mobility continues to show small but steady increase with last week’s mobility standing at a healthy 76.6% (w/e 14th August), up 0.3 versus the previous week, according to data from our mobile partner Three, versus the pre lockdown baseline of 100.
All the recent lockdown areas, such as Manchester and Rochdale, saw week on week increases in mobility too. The North West, where most of the new lockdown restrictions have been introduced, was one of the lowest increases in mobility week on week at around 0.3% percentage points higher. However, two of the lockdown areas, Blackburn and Bury, recorded very high increases with mobility growing by more than 2 percentage points week on week.
The national increases in mobility seem to have been partly buoyed by a revival of the staycation. Airbnb data showed that over 70% of bookings booked by Brits were for UK breaks, and that almost half of these were for travel within the next month. Last week, the five areas with the highest levels of Mobility; Border (88.31%), East of England (80.17%), North Scotland (85.99%), South and South East (80.96%) and South West (85.84%), are all tourist hotspots, reinforcing the Staycation story. Whilst, motoring trend data, provided by Inrix, shows passenger journeys are back to normalized level of 1.0 for the first time since March. Given the over-indexing in mobility of holiday destinations like Devon, this further supports the premise that staycations are at least part-responsible for boosting mobility in the UK recently.
The chart below shows the weekly index vs. the 4-weekly moving average; recent data shows a slight widening between the two lines, indicative of a slightly increasing rate of increase in mobility as the boost to mobility from the first stages of loosening lockdown peters out, and we are yet to see freedoms and behaviours back to normal. Since May however, mobility has increased by 13 percentage points.
From an OOH perspective, the 13-percentage point increase since May has led to hundreds of millions of additional fortnightly impacts coming back to the market. Tens of millions of OOH impacts come back into market in the last week alone. As OOH impacts continue to increase in line with mobility, this is an ideal time to reach those moving more around the UK.