Virgin Media O2 Business’ latest Movers Index reveals 90 per cent of workers have signed up to at least one loyalty programme as half of Brits (48 per cent) are in the office five days a week.
The quarterly Movers Index, now in its second year, is based on combining anonymised and aggregated UK movement data from O2 Motion with national polling findings to reveal key behavioural trends. The combined data paints an accurate picture of movement patterns and the trends influencing them.
Monday and Friday commutes have seen 7 per cent and 5 per cent year-on-year increases respectively, while two-thirds (67 per cent) of Brits say free heating encourages them into the office during winter.
Mobile data shows younger workers (18-24 year-olds) are staying out after work, seeing a 22 per cent increase in after-work trips. This appears to be connected to socialising benefits associated with the office, with 27 per cent liking office days for easy access to post-work events. Retailers are cashing in on the office boom, as 42 per cent of workers are spending more around their workplaces than they did three months ago, rising to nearly two-thirds (61 per cent) of 18-24 year-olds. The vast majority (90 per cent) of workers are signed up for at least one loyalty programme, with meal deals (53 per cent) and coffee deals (26 per cent) the most used.
After a drop in summer shopping trips, O2 Motion data reveals an autumnal shift has begun as high street (3 per cent) and shopping centre (6 per cent) trips grew in September. Shopping centre visits have notably increased for shoppers aged 55-64 (19 per cent) and those 65+ (18 per cent), as 41 per cent of Brits are set to ramp up spending for festive purchases.
With many facing rising food costs (69 per cent) and higher household bills (52 per cent), Brits are balancing budgets by cutting back on non-essential purchases (43 per cent) and switching to cheaper brands (32 per cent). Nearly one in four (24 per cent) plan to start holiday shopping earlier this year, with 34 per cent hoping to avoid a last-minute rush and 39 per cent even starting before November. Over half (58 per cent) will be targeting seasonal offers and discounts as a third (34 per cent) intend to buy more affordable gifts, and 32 per cent will take advantage of Black Friday deals.
Two in three Brits (67 per cent) plan to do some form of in-person shopping for Christmas. Brits are heading out to the shops to see and touch products (50 per cent) and access special in-store discounts (44 per cent), with getting human interaction while shopping important to over two-thirds (69 per cent).
Despite wanting to shop in-store, nearly half (49 per cent) of Brits regularly experience poor internet connection while shopping, with 28 per cent saying it has hindered their ability to shop effectively in the past three months. 35 per cent of 18-24 year-olds are more encouraged to shop in stores with good connectivity, and comparing prices online is the most useful tech function for shoppers (45 per cent).
Jo Bertram, managing director of Virgin Media O2 Business, said: “The Virgin Media O2 Business Movers Index shines a light on the positive impact that people returning to the office can make to retailers. Whether it’s creating eye-catching seasonal campaigns in shops near busy office locations or making sure customers have the best possible in-store experience, retailers have a significant opportunity to get creative when it comes to engaging prospective customers.
“Connectivity sits at the heart of the modern shopping experience, whether it’s a customer conversation in a store, or utilising the latest retail technology. Our insights and expertise continue to support businesses across a range of industries, helping them make data-driven decisions to meet the evolving expectations of today’s customer.”
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