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The unprecedented impact of the COVID-19 pandemic has seen much of the urban population move from city centres out to the suburbs and residential “local” areas. As the leading location marketing specialist, Posterscope has drawn data from its proprietary platform – the world’s largest location DMP – combined with multiple mobile data sources to provide a glimpse of the nuances of exactly where and when location behaviours and human movement have been effected .. and how.
This snapshot (covering 30 days) shows that despite the growing concerns and news coverage over the coronavirus in late February and early March, city-workers only showed a major behaviourial movement shift after the 16th March address by the Prime Minister when working from home was recommended wherever possible. Cities with high volues of professional, office-based, workers were the most reluctant to leave their city centres, and large cities with international travel connections have been hardest hit e.g. London and Manchester
This return to “local” of course has implications for local retail and local OOH formats, and as the country adapts to life at home over the coming weeks and months – queuing at supermarkets, taking short walks around the local neighbourhood and home exercise routines – Posterscope, through ECOS will continue to monitor the movement of the nation.

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