Digital outdoor media company QMS says its data shows a sharp and fast bounce back in the number of people visiting and working in the Sydney central business district, triggered by the easing of lockdown restrictions.
QMS’ DYNAMiQ insights and audience measurement platform shows the CBD’s out of home audiences rising to 75% of pre-lockdown 2021 audiences after just one week of restrictions easing.
Audiences continued to increase this week, climbing to 87% of pre-lockdown 2021 levels, setting a trajectory that is expected to continue as the city returns en masse to the “new normal”.
QMS chief strategy officer Christian Zavecz: “As Sydney and NSW continue to re-open, there is enthusiasm to get back to enjoying our social lives, workspaces and local communities. The data we are seeing is exciting and the City of Sydney has an enticing and detailed plan to encourage even more people back, promoted across various channels including the City’s What’s On digital channels.
“As more restrictions ease and vaccination rates rise, there will be a big focus on collaborating with businesses and organisations to welcome the CBD workers back to vibrant city life.”
In June 2020, QMS was appointed to an exclusive 10-year agreement, plus a further five-year option, to create a premium, reimagined network of street furniture for the City of Sydney. The rollout of the new network starts in late November, with QMS currently in market with partnership proposals.
QMS’ agreement with the City of Sydney will see a newly designed suite of bus shelters, kiosks and public toilets replace the current furniture, most of which has been in place since 1997.
The QMS network covers 26 square kilometres, including 10 distinctive precincts across 33 of Sydney’s most desirable suburbs, including the CBD.
The latest real-time mobility data from QMS’ DYNAMiQ platform helps predict what happens during and after lockdown in terms of people numbers in key locations. It is indicating that Sydney’s response is similar to Melbourne’s lockdown last year, which, like the recent Sydney lockdown, ran for approximately three months
Two weeks after the 2020 Melbourne lockdown ended, 91% of the pre-lockdown CBD audience had returned. Three weeks in and 100% of the audience were back. After four weeks, there were more people visiting the Melbourne CBD than before the lockdown started.
QMS general manager, City of Sydney, Jemma Enright: “Our data proves what we all intuitively know; people are eager to get back to their normal lives as quickly as possible. It’s really exciting to see such high numbers despite workplaces remaining unable to ask staff to return to the office – that means Sydneysiders and interstate visitors genuinely want to return to the CBD and surrounding suburbs to work, play and have fun.
“The City of Sydney is truly unique. It is the thriving heart of Australia’s biggest and most dynamic city, and we are proud to be a part of bringing to life an all-new digital street furniture network that will be more sustainable, functional and accessible, all while leveraging the latest technology. We can’t wait for Sydneysiders and brands to enjoy what’s to come.”
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