PATTISON Outdoor now includes Environics Analytics MobileScapes Out & About mobile movement data to reach audiences at the right time and place with Out-of-Home advertising.

Environics Analytics MobileScapes Out & About uses mobile movement data to analyze Canadians moving beyond 500 meters from their homes at different geographical levels, from the Dissemination Area (DA), Census Metropolitan Area (CMA) to the province. Mobile Movement data is anonymized, permission-based data collected from location-enabled apps on mobile devices.

It measures:
• The number of people who leave from home
• The furthest distance (in km’s) they travel daily
• The average time (in hours) they spend outside their home
• The time of day go out

These metrics can be analyzed by month, week, weekday and weekend. The data is weighted to Household Population A15+. MobileScapes Out & About movement data shows a consistent pattern to our Pelmorex data, as well as to the mobility data from Apple and Google.

In the latest report, we found the average kilometers travelled daily across Canada has returned to 83% of normal, and is up 28% since April, 2020.

Highlights

• Out-of-Home is a mass reach medium – more than 80% of the market population today is out and about everyday
• Distances travelled and hours spent outside the home are currently reduced, but frequency of local trips may have increased
• All ages and incomes are out and about
• More than 3.7 million Torontonians were out and about in September
• The “9 to 5” weekly work day is still true
• Activity after 6pm this September almost equaled the same timeframe last year.
• “Active TO” on the weekends was a success this year
• Both Suburban and Urban areas are active

Discover more insights for Toronto population movement trends in our report below.