Our latest review of Environics Analytics MobileScapes Out & About population movement data shows Canadian’s are mobile! Amid winter conditions, with snow and colder temperatures, and despite lockdowns in some provinces, population movement outside of the home in January 2021 was higher than was seen during the previous Fall 2020 period. Adhering to local measures, Canadian’s remain a persevering and resilient group.
Here are the reasons we expect Out-of-Home audiences will continue to grow in 2021.
Canadian Mobility Remained High at 80% of the 2020 Baseline
Mobility data for the first month of the year shows a positive story for the coming months with overall population movement maintaining its elevation at 80% of the baseline from 2020.
In the face of winter conditions and lockdowns, the percentage of the total population that were out and about remained steady through the past 4 months, especially during the typical 9-to-5 workday, as seen in the chart below
For the same period, time spent away from the home reveals insights into Canadian’s mobility. While duration has decreased, it is important to note how behaviour has changed.
In keeping with local measures, Canadians compressed their regular activities into shorter windows of mobility, and travelling as much or more than they have over the past four months. We see this with the resulting mobility trendlines in the 9-to-5 timeframe illustrated above.
Canadian’s Range of Movement in January Improved by 20 Percent Over the Fall!
Canadians are travelling further distances when they are outside of the home, particularly around important dates and holidays. Depicted below, we see both weekend and weekday trendlines peak around the New Year, when Canadians travelled more kilometers (a monthly average of 13.39km) to visit and celebrate with friends and family.
The close of January 2021 saw a significant improvement in the distance of Canadian’s mobility, with a positive 20-point increase over the Fall average.
The monthly average for kilometers travelled in January is at 93% of the 2020 baseline, a revealing point about how Canadians have adapted their regular activities outside of the home. This change in radius of Canadian mobility is significant as brands and businesses can use additional Out-of-Home media layering opportunities to target Canadians at multiple touch points along their consumer journeys.
How Brands and Businesses Can Plan for Growing OOH Audiences
With improving weather conditions, the optimism of the New Year, and the positive news around vaccine roll-out, Canada is positioned for a significant increase in mobility in the coming weeks.
The latest data confirms Out-of-Home audiences are growing, with Canadians eager to spend more time, and enjoy a greater range of movement outside of the home. As Canada’s premiere OOH leader, PATTISON provide brands and businesses significant opportunities to engage consumers with the products and services they seek with the widest variety of local OOH touchpoints across the country.
Contact your PATTISON representative for the latest population movement insights and OOH strategy.
Environics Analytics MobileScapes Out & About Activity Trend (October-December 2019 vs. October-December 2020 and January 2020 vs. January 2021). 2019 = October 7th, 2019 to January 5th, 2020; 2020 = October 5th, 2020 to January 3rd, 2021; 2021 = January 4th, 2021 to January 31st, 2021
Powering Canada’s Out-of-Home advertising with 24,000 Out-of-Home displays across the country and counting,
we connect brands and businesses with Canadians in their local communities, at multiple touchpoints.
Reach out to us to find key Out-of-Home placements for your product or service in markets across Canada.