Lockdown hasn’t curbed movement

[12th February] Again, this week we see a slight continued uplift in mobility, despite no change to restrictions. The average mobility across NI ended the period at 86% of the norm (Apple), however we continue to see days in Belfast which exceed the baseline for driving activity.

Pedestrian footfall is also largely static this week, with no change to audience levels in Retail and Recreation or Grocery and Pharmacy locations, 43% and 81% respectively (Google). This reflects the continued benefit of employing point of sale OOH formats, targeting audiences where footfall is at a sustained level.

The ‘Beast from the East’ returned again this year, bringing bitterly cold weather across NI, resulting in a reduction in footfall through parks and beaches of 7%. Seeing a slight increase this week, footfall in workplace environments increased by 1% to 55% of the baseline, reflecting a significantly higher number of people moving around than during the first lockdown in March.