OOH MOBILITY TRACKER INSIGHT INTO CONSUMER MOVEMENT THROUGHOUT COVID-19 RESTRICTION LEVELS - JCDecaux Africa
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OOH MOBILITY TRACKER
INSIGHT INTO CONSUMER MOVEMENT THROUGHOUT
COVID-19 RESTRICTION LEVELS
LOCKDOWN ALERT LEVEL 3.1
JULY 2020
STRICTER LOCKDOWN RULES NOT
ON THE CARDS FOR GAUTENG
The provincial executive committee met over the weekend
but spokesperson Thabo Masebe said that it did not
discuss the prospect of Gauteng moving back to a
hard lockdown.
“We did not even discuss a hard lockdown. What we
discussed as the provincial government is that we fully
appreciate and support the strategy that is being
implemented, the risk-adjusted and we also understand
that under level 3 lockdown, we should allow the
economy to reopen.”
Alexander Forbes chief economist Isaiah Mhlanga thinks it will be
difficult for government to go back to a hard lockdown. "It would
hurt the economy further, it would be to the detriment to the
fiscus and livelihoods of people," he said. Mhlanga noted that
hospitals are already full, and infection cannot necessarily be
controlled by a lockdown.
Source: EWN 6 July 2020, Fin24, 9 July 2020
LOCKDOWN ALERT LEVEL 3.1
INDUSTRIES PERMITTED PUBLIC TRANSPORT MOVEMENT
TO OPERATE RESTRICTIONS RESTRICTIONS
WHAT’S ALLOWED WHAT’S ALLOWED WHAT’S ALLOWED
Full reopening of the retail sector Bus services, taxi services, e-hailing and private Schools re-open for all grade 7 & 12 learner -
motor vehicles may operate at all times of the other grades will be staggered, with some
Sale of alcohol Mon - Thu day, with limitations on vehicle capacity and students returning 6 July and the rest on 3 August
stringent hygiene requirements
Re-opening of cinemas, sit-in at restaurants, People may only leave their homes for work, to
theatres and casinos – subject to adherence to all New directives which allow for increased procure groceries and essential services, exercise
health protocols travelling: or perform any of the other activities permitted
under Level 3
Personal care services, including hairdressing, • Approved inter-provincial travel to use long-
beauty treatments, make -up, nail salons, piercing distance public transport (permit is required) • Run, cycle or walk exercise times will now be
and tattoo parlours between 06:00 – 18:00
• Airports re-open for necessary domestic
• More than 8 Million people return to work
business travel from 15 June
WHAT’S NOT ALLOWED
• Work from home is still encouraged
The consumption of alcohol at or in a place of sale • PRASA routes reopen
• Partial reopening of places of worship
Sale of tobacco
WHAT’S NOT ALLOWED WHAT’S NOT ALLOWED
Tourist attractions and entertainment activities
Domestic passenger air travel for leisure purposes Visiting with family and friends
Conferences and events & all international passenger flights
Exercising in groups
Short term home-sharing /letting/leasing/rental for
leisure purposes Attending large gatherings
Source: SA’s risk-adjusted strategy for economic activity, Businesstech.co.za, The Citizen
CONSUMER 27% 26% RESIDENTIAL PARKS
MOBILITY
12% We are still seeing an increase -36% Mobility trends for places like
-30%
in residential movement as -58% national parks, public
consumers are moving around beaches, marinas, dog parks,
LOCKDOWN ALERT LEVEL 3.1 to shop closer to home and to plazas, and public gardens.
commute to work.
-14% Decrease -6% Decrease
CHANGE IN GROCERY & RETAIL &
PHARMACY
-4%
RECREATION
MOBILITY
-26%
-19%
-48%
-46% Mobility trends for places like -75% Mobility trends for places like
grocery markets, food restaurants, cafes, shopping
+15%
warehouses, specialty food centres, theme parks,
Uplift shops, drug stores & +22% Uplift museums, libraries, and
pharmacies. movie theatres.
Comparison Periods:
• Baseline: Median value for corresponding day WORKPLACES PUBLIC
of the week, period 3 Jan–6 Feb 2020 -10% TRANSPORT
• Level 5: % change as of 11 April 2020 -45%
The majority of the workforce is -59% Mobility trends for places like
• Level 4: % change as of 7 May 2020 back at work and back on the public transport hubs such as
-56% -52% roads, with work from home &
-78%
• Level 3: % change as 27 June 2020 bus, taxi and train.
flexi-hours still encouraged.
+42% Uplift +14% Uplift
Source: Google Mobility Reports – SA (11 April, 7 May & 27 June 2020) 4
ROAD COMMUTERS
LOCKDOWN ALERT LEVEL 3.1
KEY CHANGES
• With the easing of lockdown rules, public transit use and driving is
increasing as people step out of confinement and move around
again
• Traffic operation rate is tracking at 81% compared to baseline
• Workplace mobility is tracking at 90%, Google Mobility reports
workplaces to be down only 10% compared to the base period
• Mpumalanga has the highest traffic operation rate,
reaching 86% in advanced lockdown level 3
• We are seeing the biggest uplift in traffic in the North
West, at 14%
• Traffic operation rate in peri-urban areas is almost back to
“normal”, tracking at 92%
TRAFFIC OPERATION RATE (3 MAIN PROVINCES)
ROADSIDE
COMMUTER DASHBOARD
GP KZN WC
79% 79% 12%
8% 10%
71% 69% 77%
65%
LOCKDOWN ALERT LEVEL 3.1 51% 55% UPLIFT 52%
UPLIFT UPLIFT
23% 28% 30%
9%
Level 3 UPLIFT
Level 4 URBAN METRO’S URBAN METRO’S URBAN METRO’S
52% 72%
Level 3.1 City of Jhb 78% 8% eThekwini 78% 9% City of CPT 77% 12%
81% City of Tshwane 79% 8% Other Regions 79% 11%
Level 5 26%
Ekurhuleni 80% 7%
0% 100% Emfuleni 79% 8%
TRAFFIC OPERATION RATE 78%
Mogale City 10%
compared to baseline – 100%
Comparison Periods: 25.3% of SA’s population 19.6% of SA’s population 11.5% of SA’s population
• Prior to Outbreak: 2-8 March 2020 (Baseline) LOCKDOWN LOCKDOWN LOCKDOWN LOCKDOWN LOCKDOWN
• Lockdown Level 5: 6-12 April 2020 Alert Level 5 Alert Level 4 Alert Level 3.1 Alert Level 2 Alert Level 1
• Lockdown Level 4: 4-10 May 2020
Only essential 40% of the With the easing of
• Lockdown Level 3: 1-7 June 2020
service workers workforce lockdown rules,
• Lockdown Level 3.1: 1-7 July 2020 permitted to returning to work. people are moving
commute. Work from home around more often.
Analysed geographical areas with a JCDecaux footprint
(all provinces excl. Northern Cape) still enforced.
Source: SA’s risk-adjusted strategy for economic activity, JCDecaux Business Intelligence (Refer to Methodology page), Businesstech.co.za, StatsSA, eNCATRAFFIC OPERATION RATE (REST OF SA)
ROADSIDE
COMMUTER DASHBOARD Highest
EC LM MP operation rate
12% 67%
79% 3% 82% 85%
3% 83% 86%
LOCKDOWN ALERT LEVEL 3.1 48% UPLIFT 56% UPLIFT 57%
UPLIFT
21% 30% 28%
9%
Level 3
Level 4
UPLIFT
11.5% of SA’s population 10.2% of SA’s population 7.9% of SA’s population
52% 72%
Level 3.1 Biggest
81% NW uplift FS PERI-URBAN
Level 5 26% AREAS ACROSS SA 86% 92%
14% 69%
83%
7% 74% 81%
60%
58% UPLIFT
6%
43% 45%
0%
UPLIFT
100% 30% 18% UPLIFT
TRAFFIC OPERATION RATE
compared to baseline – 100%
Traffic operation rate almost
Comparison Periods: 6.8% of SA’s population 5.1% of SA’s population back to “normal”
• Prior to Outbreak: 2-8 March 2020 (Baseline) LOCKDOWN LOCKDOWN LOCKDOWN LOCKDOWN LOCKDOWN
• Lockdown Level 5: 6-12 April 2020 Alert Level 5 Alert Level 4 Alert Level 3.1 Alert Level 2 Alert Level 1
• Lockdown Level 4: 4-10 May 2020
Only essential 40% of the With the easing of
• Lockdown Level 3: 1-7 June 2020
service workers workforce lockdown rules,
• Lockdown Level 3.1: 1-7 July 2020 permitted to returning to work. people are moving
commute. Work from home around more often.
Analysed geographical areas with a JCDecaux footprint
(all provinces excl. Northern Cape) still enforced.
Source: SA’s risk-adjusted strategy for economic activity, JCDecaux Business Intelligence (Refer to Methodology page), Businesstech.co.za, StatsSA, eNCAMALL SHOPPER FOOTFALL
LOCKDOWN ALERT LEVEL 3.1
KEY CHANGES
• Shopper Footfall is now tracking at 65% compared to the
baseline, a 7% uplift from Level 3 shopper analysis
• Impacted by the relaxed lockdown rules from the 1st of
July, allowing cinemas & restaurants to operate subject to
adherence to health protocols
• Continuous increase in shoppers across super-regional, regional &
small regional centres
• Small regional centres are tracking at 98% of footfall
compared to the base period
• Western Cape has the highest uplift in shopper footfall, at
15%
• Vincent Park, Eastern Cape, continues to have more shoppers
during lockdown
• 19% more shoppers compared to baselineMALL NETWORK
0%
Baseline
COMMUTER DASHBOARD -25%
-50%
LOCKDOWN ALERT LEVEL 3.1 -75%
2-8 MARCH 6-12 APRIL 4-10 MAY 1-7 JUNE 1-7 JULY
BASE LEVEL 5 LEVEL 4 LEVEL 3 LEVEL 3.1
Level 3 Level 3.1
58% 65%
Level 4
49% SUPER REGIONAL REGIONAL SMALL REGIONAL
7% CENTRES CENTRES CENTRES
+5% +8% +6%
UPLIFT
Level 5 33% 52%
44% 98%
63% 68% Uplift 37% 38% Uplift 92%
Uplift
51% 81% 85%
0% 100% 16%
SHOPPER FOOTFALL
compared to baseline Continuous increase in Biggest uplift in shopper Highest Shopper Footfall.
shopper footfall. footfall during Level 3.1. Almost achieving baseline.
Comparison Periods:
LOCKDOWN LOCKDOWN LOCKDOWN LOCKDOWN LOCKDOWN
• Prior to Outbreak: 2-8 March 2020 (Baseline)
Alert Level 5 Alert Level 4 Alert Level 3.1 Alert Level 2 Alert Level 1
• Lockdown Level 5: 6-12 April 2020 Relaxed lockdown
Only essential Expansion of the
• Lockdown Level 4: 4-10 May 2020 rules from the 1st of
pharmacy & availability of July, allowing cinemas
• Lockdown Level 3: 1-7 June 2020 grocery stores essential goods & & restaurants to
• Lockdown Level 3.1: 1-7 July 2020 allowed to operate services (reduced operate subject to
(reduced hours). hours continue). adherence to health
Analysed JCDecaux mall network (13 Malls) protocols.
Source: SA’s risk-adjusted strategy for economic activity, Liberty2Degrees & Old Mutual Mall Footfall (Sensor Systems)SHOPPER FOOTFALL (BY PROVINCE)
MALL NETWORK
COMMUTER DASHBOARD
GP KZN WC
9% 70% 2% 71% 73% 15%
UPLIFT 61% UPLIFT UPLIFT 62%
52%
LOCKDOWN ALERT LEVEL 3.1 45%
31%
42%
48%
13% 15%
Level 3 Level 3.1 Eastgate, Nelson Mandela Square, Cavendish Square & Liberty
Gateway & Liberty Midlands
58% 65% Sandton City, Kagiso Mall Promenade
Mall
Level 4
49%
7%
UPLIFT EC MP FS
Level 5 33%
-5% 126% 4% 73%
82% 86% 11% 62% 70%
81%
125% 125% 58%
UPLIFT UPLIFT 46% UPLIFT
0% 100% 119%
Higher
SHOPPER FOOTFALL footfall than
compared to baseline compared to Vincent Park
baseline Riverside Mall Botshabelo Mall
Shopping Centre
Comparison Periods:
• Prior to Outbreak: 2-8 March 2020 (Baseline) LOCKDOWN LOCKDOWN LOCKDOWN LOCKDOWN LOCKDOWN
Alert Level 5 Alert Level 4 Alert Level 3.1 Alert Level 2 Alert Level 1
• Lockdown Level 5: 6-12 April 2020
Relaxed lockdown
• Lockdown Level 4: 4-10 May 2020 Only essential Expansion of the rules from the 1st of
• Lockdown Level 3: 1-7 June 2020
pharmacy & availability of July, allowing cinemas
grocery stores essential goods & & restaurants to
• Lockdown Level 3.1: 1-7 July 2020 allowed to operate services (reduced operate subject to
Analysed JCDecaux mall network (13 Malls) (reduced hours). hours continue). adherence to health
protocols.
Source: SA’s risk-adjusted strategy for economic activity, Liberty2Degrees & Old Mutual Mall Footfall (Sensor Systems)METHODOLOGY
ROAD TRAFFIC ANALYSIS
The building blocks for calculating the estimated traffic mobility per geographic area.
JCDecaux Roadside Inventory
1 1 Analysed Geographical areas with a JCDecaux footprint.
Audience Base Data (Before Lockdown)
2 OMC ROAD - Roadside Outdoor audience data
5 2
JCDecaux Dynamic Traffic Trend Data
3 Sources: Geo-Int | Lightstone | Google Mobility Tracker
Estimated Traffic
Mobility Tracker
Data Source Fusion
4 Aggregation of traffic changes province, metro and peri-urban areas.
4 3 Application of Estimated Traffic Mobility
5 JCDecaux Internal - GIS Insights TeamCONTACT US
Building E, The Main Straight Office Park,
C/O Main Road and Posthouse Street, Bryanston.
za_sales@jcdecaux.com
jcdecauxafrica.com
@JCDecauxAfrica
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