NI driving strongest in UK
[19th March] Audiences continue to move around in Northern Ireland in significant volumes. This week, average driving remained high at 97% of the baseline. Compared to other devolved regions in the UK, Northern Ireland shows the highest levels of driving:
- England – 84%
- Scotland – 94%
- Wales – 88%
St Patrick’s Day saw significant driving activity across NI, with the daily mobility at 105% of the norm. Pedestrian activity during the week was also high, especially in Grocery and Pharmacy environments. There was a peak in footfall on 13th March, possibly related to Mother’s Day. The weekly average remains strong, at 96% of the baseline. Workplace footfall is holding steady at 63% of the baseline, a figure which isn’t likely to change much until the stay at home order is removed and people return to their places of work.
Footfall in Parks and Beaches took a hit over the weekend, as cold and wet weather prevailed, ending at 82% of baseline. There was little change to the Retail and Recreation locations, ending the week at 52% of the norm. As more click and collect services reopen this figure will begin to increase.
Given the strength of Out of Home in reaching large audiences, even in the midst of a pandemic, brands should be adapting plans to reflect the changing restrictions. With golf courses and other outdoor sports recommencing from 1st April, it would be foolish to ignore the additional mobility uplift expected from this date. Our bespoke mapping software was used to good effect in 2020 as restrictions eased, allowing brands to target people moving around near golf clubs and garden centres and the same opportunities exist this year.
