Ada weekly update: April 17, 2020
Talon Outdoor is an independent out-of-home [OOH] media specialist and a significant player in its industry. Using analysis from its data management platform Ada, Talon has been able to trace how the UK population has been moving throughout the Covid-19 pandemic.
After receiving billions of anonymised location data points each week, Ada aggregates data, identifies changes in roadside traffic and footfall as well as public transport usage. This can be used to track real movements during these difficult times and look at how the UK population moves. We reported on this yesterday but will be providing regular updates as Talon Outdoor send us new statistics.
In our first of these series of updates, we will first be looking at Ada's stats on public transport. Talon's platform reported that current public transport usage is 79 per cent below the baseline average for rail and 83 per cent below the baseline average for the London Underground -- suggesting people are more likely to take the train than the Tube in these unprecedented times.
As for roadside traffic, Ada has seen that exposure is down by 56 per cent across the nation, with London still registering the highest drop -- 61 per cent. This is likely as a result of the fact that more essential shops -- supermarkets and pharmacies, namely -- are more accessible on foot.
Other points of interest to note are that footfall for all points of interest -- that's any kind of publicly accessible venue or area -- is down by 71 per cent, and falling by an average of a further seven per cent every week.
Supermarkets are the outlier here -- as would be expected -- with the lowest decrease in footfall since lockdown first came into effect.
And points of interest associated with group gatherings -- malls, theatres and pubs for instance -- have seen visits drop by 80 per cent on the baseline average, suggesting that the government's social distancing measures are largely working.
The next pandemic update from Ada will follow next week. For more information, visit Talon Outdoor's website here.