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 interactive dashboard below tracks the movement data from a number of key locations around Melbourne and Sydney during 2020.
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. The traditional spikes on weekends have returned and pleasant weather on Sunday May 17 and Saturday May 30 led to movement at the Gardens exceeding the averages seen during the summer months this year.
Michele Levine, CEO of Roy Morgan, says Australians are getting out and about far more as the restrictions imposed to deal with the COVID-19 pandemic are gradually eased:
“Roy Morgan’s partnership with UberMedia provides aggregated data not just on numbers but also on the types of people frequenting Australia’s cities and places of interest including shopping centres, retail outlets, and popular gathering places such as the Botanic Gardens.
“The latest aggregated movement data shows steady increases over the last month as restrictions have gradually been eased and this is particularly evident when considering movement at the Botanic Gardens on weekends.
“Victoria is officially in a State of Emergency related to COVID-19 until midnight Sunday June 21 – but the easing restrictions mean movement spikes on recent weekends have exceeded the weekend averages of earlier in the year. The latest figures show the younger, socially aware, culturally diverse group dubbed Metrotechs are the quickest to return to their pre-lockdown movement patterns.”
Metrotechs have been the quickest to return to the Botanic Gardens
The Botanic Gardens are situated in inner Melbourne and a majority of visitors to the Gardens are drawn from the big spending 100 Leading Lifestyles and 200 Metrotechs Helix Personas communities.
During the summer months early in 2020 three-quarters of the movement data for the Botanic Gardens was drawn from these two 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%.
200 Metrotechs: Socially aware, successful, career-focused and culturally diverse, Metrotechs are also trend- and tech-focused. They are committed experience seekers, willing to spend big on the best of city life, and thrive on being out and about in the world.
100 Leading Lifestyles: Focused on success, career and family, people in this Community are proud of their prosperity and achievements. They are big spenders and enjoy cultured living to the max.
Roy Morgan’s Helix Personas (www.helixpersonas.com.au) uses deep psychographic insights, far beyond simple demographics, to segment consumers into targetable groups. The tool incorporates values, beliefs and attitudes which are the best predictors of consumer behaviour, so you can reach your customers most effectively with messages that resonate.
Source: Roy Morgan
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