People on the moveUpdated 21.05.20 

Our analysis of the latest mobility data provides further evidence that mobility activity continues to increase gradually since the initial period of lockdownApple data is reporting a 49increase in driving activity to 61% 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 12% increase in Grocery location footfall, reaching 80% of the normal baseline levels. In additional to this, there has been a 38% increase in footfall around Park locations, also reaching 93% of the normal baseline levels.  

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 tenday period. Please click on the images to view hotspot visuals. 

Driving activity rises by 10% over the past week 

Apple mobility data shows that weekday average driving activity in Northern Ireland at the beginning of April dropped to 42of normal baseline levels. Since then there has been a gradual rise in driving activity over the past 7 weeksincreasing by 49to 61% of the baseline value (data as of 17th May 2020). For the week ending 17th May the average driving activity increased by 10% compared to the prior week ending 10th May. 

Grocery and Parks footfall activity strong and on the rise

Analysing weighted population mobility trends from Google’s latest data (13th May), we can report that footfall activity around Grocery locations remain strong at 80% of the normal baseline levels. The latest data also reports footfall activity around Parks at 93% of baseline.

Using the multiple data sources enables us to better understand the OOH audience behaviour as the situation evolves.