At PML Group, we are using multiple sources of mobility data to track behavioural changes in audience movement as the population adapts to their circumstances. Our work with Locomizer location data supports what others such Google and Apple’s mobility report have been indicating. Since the lockdown started in March, we have seen a major shift from people moving around city centres (and key places of work) to people moving around more suburban areas. This was a major temporary shift in behaviour although some elements remain similar to pre-pandemic times e.g. spikes of more movement in general on the weekend. The effect COVID-19 is having on our collective movements in the OOH space is that almost everything we are doing is for the time being hyperlocal to where we live. There is consistent evidence that mobility activity has increased gradually since the initial period of lockdown. Apple data reporting a 35% increase in driving activity to 58% of the normal baseline levels. Data from Google provides further insights into the footfall levels around particular environments in Northern Ireland. The latest figures report a 13% increase in Grocery location footfall, reaching 83% of the normal baseline levels. In additional to this, there has been a 37% increase in footfall around Park locations, also reaching 83% of the normal baseline levels. We expect this to further rise as the government’s stepped plan for reopening society and the economy is implemented.
Using Locomizer insights, generated by anonymised mobile app data, enables us to trend movement over time nationally and to identify hotspots of movement down to street level. In addition, our ability within our Pinpoint mapping platform, to overlay this with census data, relevant points of interest and OOH advertising locations, enables us to both target and measure movement in and around retail outlets and other amenities as they reopen. The visualised hotspot timelines below bring to life movement patterns by vehicle and foot over the course of a recent ten-day period.