Original article by Roy Morgan
Market Research Update – Page: Online : 3-Apr-20
Roy Morgan has partnered with leading technological innovator UberMedia to aggregate data from tens of thousands of mobile devices to assess the impact of new Government regulations on social distancing designed to slow the spread of the coronavirus throughout Australia. The aggregate data compiled allows governments and health agencies to assess what types of Australians are still visiting Australia’s cities and places of interest via integration of the movement data with the in-depth psychographic profiling capabilities of Roy Morgan Helix Personas. The first Australian death from COVID-19 coronavirus was reported on March 1 and from that point the trend for movement data in the Melbourne CBD has changed and rapidly declined since mid-March. In Melbourne we have noticed sharp drop-offs in movement data for several key locations including the Airport, Arts Centre, Botanic Gardens, Chinatown, Federation Square, Flinders Street Station, Museum and Exhibition Buildings, Southern Cross Station, Williamstown Beach Station and the Zoo. There have also been rapid declines in movement data in the last week of March for several key shopping destinations including Chadstone, Highpoint, Southland, The Glen, Werribee Shopping Centre and Costco Docklands.
ROY MORGAN LIMITED, UBERMEDIA