Parklife!
In this series, we’re continuing to track audiences to better understand how the movements of people has changed since mid-March. We know that audiences are still out there, but they are moving in different ways, and we’ve discussed this in previous articles. As they say, knowledge is power, and we’re using these metrics to ensure Out of Home campaigns are as powerful as they can be.
Outdoor audiences are on the rise again, as restrictions continue to relax.
- Driving activity is at 73% of the baseline norm (24th May)
- 21% increase in driver activity over past week (24th May)
- Grocery location footfall reached 85% of the baseline norm (21st May)
- Footfall in parks reached 108% of the baseline norm (21st May)
Latest data from Locomizer, based on analysis of mobile phone location data via anonymised app reporting, shows the growth in mobility across the Island of Ireland over the course of the pandemic, and as restrictions ease. By comparing user figures based on individuals generating at least one signal per small area district across two weeks; 6-12 April and 18-24 May, uplift in both auto (all forms) and pedestrian modes of movement is witnessed.
Over the five weeks auto mobility is up 79% in ROI and 69% in NI while pedestrian movement is up 166% in ROI and 46% in NI. Looking regionally, Leinster has seen the biggest rise in auto mobility at +115% while growth in pedestrian movement growth is at its highest in Dublin City at +196%. Data from multiple sources has indicated the initial drop off in mobility was lower in NI which accounts for the smaller increases over the period.
The pace of movement varies across the IoI
The variations between NI and ROI indicate the change in mobility across the jurisdictions, as Government pathways and restrictions are relaxed at different stages, the pace of people movement is also constantly changing.
In NI, the number of road vehicles increased by 21% in the 7 days until 24th May, showing how eager audiences are to leave their homes and travel further afield.
Next steps in NI
The NI executive pathway to reopen is regularly reviewed, and some parts of step two will provisionally start on 8th June. Some small wedding and civil partnership ceremonies will be permitted, outdoor sports courts and dog groomers can reopen, hotels can take advance bookings for when they reopen, and large non-food retailers can open, including car showrooms and electrical goods shops.
While the commute remains on hold for those who can work from home, more and more businesses are finding ways to open safely and within the guidelines, hence the continued uplift in driving activity.
Footfall in our parks has also increased dramatically. To the week ending 21st May, footfall reached 108% of the normal baseline, and that’s before the Government relaxed rules on which parks and forests can open, and reopened car parking facilities. Additionally, gatherings are now permitted in parks and open spaces, reinvigorating the number of people leaving their homes on a regular basis. The timetime lapse video at the top of the page shows the audience past Wallace Park in Lisburn for a 4 minute period on Monday 25th May at 12.30pm.
