Last week’s (w/e 26th June) UK Mobility Index was 70.8, up from 69.5 (w/e 19th June) versus the lockdown baseline of 100, according to data from our mobile partner Three UK. Around 3 times as many postal sectors were more mobile week on week than areas that were less mobile week on week with around one quarter of all postal sectors making a 5% gain week on week for mobility. Overall UK mobility is now just over 70% of ‘normal’ and still increasing. The latest data shows the continued momentum of increasing mobility across the UK buoyed by easing restrictions such as the opening of non-essential retailers.
London is now the only region below 70% of its normal mobility. All regions, including London, have continued their run of week on week increases in mobility with four of the thirteen regions within 25% of their normal, pre-lockdown mobility levels. Mobility is still increasing.
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.