Original article by Roy Morgan
Market Research Update – Page: Online : 29-Apr-20
A special analysis of movement data in indicative locations around Australia reveals that despite massive drop-offs in movement throughout Sydney and Melbourne, supermarkets have seen only a small impact. Supermarkets have played a key role in the national conversation over the last couple of months as ‘panic buying’ of many essential goods took hold. Research firm Roy Morgan has partnered with leading technological innovator UberMedia to analyse movements at specific supermarket locations within each of the two cities. The results show no significant fall in the number of visitors to some of these supermarkets during the pandemic lockdown compared to January and February. Analysing the movement at Erskineville Woolworths in Sydney’s Inner South-Western suburbs shows high movement in the week restrictions were first introduced in mid-March, and then a slight decline over the next two weeks. However, compared to the emptying out of the city’s major business districts, movement at Erskineville Woolworths remained fairly steady. In other words, whatever changes people have made to their shopping routines, it has not resulted in fewer in-person shoppers. In contrast, we have seen sharp drop-offs in movement data for key Sydney locations including the airport, Central and Redfern Stations, Taronga Zoo, and other shopping centres with high numbers of fashion and other stores that are temporarily closed, such as Westfield Chatswood, Marketplace Leichhardt, Stockland Balgowlah, Westfield Bondi Junction and Westfield Warringah.
ROY MORGAN LIMITED, UBERMEDIA