Original article by Roy Morgan
Market Research Update – Page: Online : 17-Jun-20
A special analysis of movement data at Melbourne’s Botanic Gardens shows a steady pick-up in visitation in the number of devices seen at the inner-city park over the last month, since reaching a low point in late April. Roy Morgan has partnered with leading technological innovator UberMedia to aggregate data from tens of thousands of mobile devices to assess the movements of Australians as we emerge from the restrictions imposed in response to the COVID-19 pandemic. The number of devices – a good proxy for visitors – seen at the Botanic Gardens hit low-points during the lockdown in early April, around Easter, and also at the end of April as the focus turned towards a gradual lifting of restrictions. Since late April there has been a steady increase in movement at the Botanic Gardens. During the summer months early in 2020 three-quarters of the movement data for the Botanic Gardens was drawn from the big spending Leading Lifestyles and Metrotechs Helix Personas communities, and this majority has increased to 83% in the most recent week available. This increase has been entirely driven by Metrotechs who now comprise 50% of the movement data, up from 40% during summer. Movement data for Leading Lifestyles is virtually unchanged at 33%.
ROY MORGAN LIMITED, UBERMEDIA