Combining Mobility Data for Deeper Parks Usage Insights | Part 2

Combining mobility data insights for better evidence: how CommunityVision® modules work together to support informed decision-making following the pandemic.

In Part Two of our series on the practical applications of mobility data insights for Parks & Open Spaces, we look at how CommunityVision® modules work together to enhance your understanding of places and the way people use them.

Actionable insights from verified data

Huq’s ‘Report on Parks & Open Spaces through the Pandemic’ shows how real-life data can provide the evidence councils need to set priorities, allocate funding and measure change in the use of community spaces.

The Parks Report uses verified data to measure metrics including footfall and dwell time across England’s 149,200 parks and green spaces during two years of pandemic, comparing mobility to norms for 2019. But it also digs much deeper than this. To download the full Parks Report click here.

Download the ebook Parks & Open Spaces Through the Pandemic for a detailed and informative look at how the UK’s parks and open spaces performed through the pandemic and until today.

Using Footfall and Dwell-time together

Many of the insight modules offered by CommunityVision® combine effectively to provide richer insights into how communities use their spaces. For example, by combining footfall and dwell-time data an interesting pattern emerges:

At the start of the first lockdown dwell time rose sharply from 97 to 137 points, an increase of 40 percent. Combining this with footfall data we can see a matching spike in the opposite direction for dwell time – while the number of parks visitors declined, those that did use these spaces stayed for longer.

Throughout the two years under investigation, the trend in dwell-time mirrors footfall almost exactly. Since the first lockdown, visits to parks and spaces are 34 percent below January 2020 levels, but the average time spent per visit has remained 13 percent higher.

Understanding that every period of lockdown led to fewer visitors who visited for longer is more meaningful than seeing these metrics in isolation – though further data to describe who uses parks during restrictions, and mapping this data against weather conditions, for example, would enrich your insights still further.

Comparing destinations

Another practical application for data insights is to compare mobility between different sorts of places. By selecting a variety of places of interest according to your goal you can gain overall insights to benchmark your findings.

For example, the Parks Report looks at the resilience of parks and open spaces compared to places like high streets and retail centres. A study by PWC using Huq mobility data found that footfall in some business districts fell by as much as 71 points. Whilst park visits slowed during lockdowns, they stayed as much as 75% above high-streets, and the rate of recovery has been much quicker.

Do you work in local government?

Find out how you can build better communities using mobility data to make decisions. CommunityVision®, Huq’s leading product for local government teams, offers real-time and easy-to-use insights on how people use your towns.

Find out how we can help