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PATTISON DAILY LOCATION DATA TRAFFIC ANALYSIS
January 1st, 2020 to August 30th, 2020
Methodology
Market Coverage
• Vancouver, BC Interior, Calgary, Edmonton, Saskatchewan, Manitoba, Toronto,
Southwestern Ontario, Ottawa, Montréal and the Maritimes (New Brunswick, Nova Scotia
and Newfoundland & Labrador)
Product Coverage
• Over 24,000 geo-fenced PATTISON static and digital displays
Data Coverage
• An average daily total visits between January 1st, 2020 to March 15th, 2020 was used as the
baseline
Date Coverage
• March 1st, 2020 to August 30th, 2020
• The dates of COVID-19 outbreak, the declaration of state of emergency and business re-
opening1,2 across Canada were identified in the graphs to see the impact of the traffic
pre/during COVID-19
1https://www.macleans.ca/news/canada/coronavirus-in-canada-reopening-plans-province-by-province/#bc2https://www.mccarthy.ca/en/insights/articles/covid-19-recovery-and-re-opening-tracker
Source of Data
Pelmorex Mobility Location Daily Data
• Pelmorex geo-fenced over 24,000 PATTISON locations across Canada
Apple Mobility Daily Data (Driving)
• March 1st to September 7th, 2020 traffic data was used as a supplement to show the projection of traffic trend
• A relative volume of directions requests per country/region, sub-region or city compared to a baseline volume on January
13th, 2020
• https://www.apple.com/covid19/mobility
Google Mobility Daily Data
• March 1st to September 4th, 2020 traffic data was used as a supplement to show the projection of traffic trend
• The baseline day is the median value from the 5-week period January 3rd to February 3rd, 2020
• Retail & Recreation includes restaurants, cafes, shopping centres, theme parks, museums, libraries and movie theaters
• Grocery & Pharmacy includes grocery markets, food warehouses, farmers markets, specialty food shops, drug stores and
pharmacies
• https://www.google.com/covid19/mobility/
Transit APP Usage Data (Not Transit Ridership)
• March 1st to September 7th, 2020 was used to mimic transit ridership.
• The 2019 data was used as the baseline
• https://transitapp.com/coronavirus
Summary of Findings
• During the last week of August, the national average traffic has reached to
76% of the normal traffic.
• Some markets (e.g. Calgary and Toronto) have caught up and. They have
returned to at least 70% of the normal traffic.
• Though the Transit APP Usage (it is used to mimic transit “traffic”) remains
low, it has not dropped drastically in July and August across all markets. It
shows a consistent pace.
• Other data sources (Apple and Google) indicate activities, such as driving,
recreation, shopping at grocery stores and pharmacies have returned to the
normal traffic at a steady pace.
Key Observations – Week over Week
In the week of August 24th, the traffic across Canada continuing to increase
conservatively with the national average now at 76%.
Pelmorex Location Insights data is taken from January 1st, 2020 to August 30th, 2020
*The information presented here is anonymous, aggregated, and permission-based GPS location data. At this time, the data is intended to be used for anecdotal
purposes only. Readers are to be aware that this data only looks at those who have travelled during the months of January 1st, 2020 to August 30th, 2020
Key Observations – Week over Week (cont’d)
Vancouver Market
BC Interior Market
% N
orm
al T
raff
ic%
Norm
al T
raff
ic
Pelmorex Location Insights data is taken from January 1st, 2020 to August 30th, 2020
*The information presented here is anonymous, aggregated, and permission-based GPS location data. At this time, the data is intended to be used for anecdotal
purposes only. Readers are to be aware that this data only looks at those who have travelled during the months of January 1st, 2020 to August 30th, 2020
Key Observations – Week over Week (cont’d)
Calgary Market
Edmonton Market
% N
orm
al T
raff
ic%
Norm
al T
raff
ic
Pelmorex Location Insights data is taken from January 1st, 2020 to August 30th, 2020
*The information presented here is anonymous, aggregated, and permission-based GPS location data. At this time, the data is intended to be used for anecdotal
purposes only. Readers are to be aware that this data only looks at those who have travelled during the months of January 1st, 2020 to August 30th, 2020
Key Observations – Week over Week (cont’d)
Saskatchewan Market
Manitoba Market
% N
orm
al T
raff
ic%
Norm
al T
raff
ic
Pelmorex Location Insights data is taken from January 1st, 2020 to August 30th, 2020
*The information presented here is anonymous, aggregated, and permission-based GPS location data. At this time, the data is intended to be used for anecdotal
purposes only. Readers are to be aware that this data only looks at those who have travelled during the months of January 1st, 2020 to August 30th, 2020
Key Observations – Week over Week (cont’d)
Toronto Market
Southwestern Ontario Market
% N
orm
al T
raff
ic%
Norm
al T
raff
ic
Pelmorex Location Insights data is taken from January 1st, 2020 to August 30th, 2020
*The information presented here is anonymous, aggregated, and permission-based GPS location data. At this time, the data is intended to be used for anecdotal
purposes only. Readers are to be aware that this data only looks at those who have travelled during the months of January 1st, 2020 to August 30th, 2020
Key Observations – Week over Week (cont’d)
Ottawa Market
Québec / Montréal Market
% N
orm
al T
raff
ic%
Norm
al T
raff
ic
Pelmorex Location Insights data is taken from January 1st, 2020 to August 30th, 2020
*The information presented here is anonymous, aggregated, and permission-based GPS location data. At this time, the data is intended to be used for anecdotal
purposes only. Readers are to be aware that this data only looks at those who have travelled during the months of January 1st, 2020 to August 30th, 2020
Key Observations – Week over Week (cont’d)
New Brunswick Market
Nova Scotia Market
% N
orm
al T
raff
ic%
Norm
al T
raff
ic
Newfoundland & Labrador Market
% N
orm
al T
raff
ic
Pelmorex Location Insights data is taken from January 1st, 2020 to August 30th, 2020
*The information presented here is anonymous, aggregated, and permission-based GPS location data. At this time, the data is intended to be used for anecdotal
purposes only. Readers are to be aware that this data only looks at those who have travelled during the months of January 1st, 2020 to August 30th, 2020
Vancouver Market
Pelmorex Location Insights data is taken from January 1st, 2020 to August 30th, 2020
Apple Mobility Data is taken from March 1st, 2020 to September 7th, 2020
Google Mobility Data is taken from March 1st, 2020 to September 4th, 2020
*The information presented here is anonymous, aggregated, and permission-based GPS location data. At this time, the data is intended to be used for anecdotal
purposes only. Readers are to be aware that this data only looks at those who have travelled during the months of January 1st, 2020 to August 30th, 2020
https://www2.gov.bc.ca/gov/content/safety/emergency-preparedness-response-recovery/covid-19-provincial-support/phase-3
% Increase in Weekly Traffic August 3rd to August 30th
PATTISON Vancouver Market
Baseline: an average daily location data traffic between January 1st to March 15th
March 15th
COVID-19 Outbreak in Canada
March 20th
Declared Local State of Emergency
+4%June 25th
Phase 3May 19th
Phase 2
Weekend
BC Interior Market
Baseline: an average daily location data traffic between January 1st to March 15th
Pelmorex Location Insights data is taken from January 1st, 2020 to August 30th, 2020
Apple Mobility Data is taken from March 1st, 2020 to September 7th, 2020
Google Mobility Data is taken from March 1st, 2020 to September 4th, 2020
*The information presented here is anonymous, aggregated, and permission-based GPS location data. At this time, the data is intended to be used for anecdotal
purposes only. Readers are to be aware that this data only looks at those who have travelled during the months of January 1st, 2020 to August 30th, 2020
https://www2.gov.bc.ca/gov/content/safety/emergency-preparedness-response-recovery/covid-19-provincial-support/phase-3
March 15th
COVID-19 Outbreak in Canada
March 18th
Declared Provincial State of Emergency
% Increase in Weekly Traffic August 3rd to August 30th
PATTISON BC Interior Market
-6%
June 25th
Phase 3May 19th
Phase 2
Weekend
Calgary Market
Pelmorex Location Insights data is taken from January 1st, 2020 to August 30th, 2020
Apple Mobility Data is taken from March 1st, 2020 to September 7th, 2020
Google Mobility Data is taken from March 1st, 2020 to September 4th, 2020
Transit APP Usage (Calgary Transit) is taken from March 1st, 2020 to September 7th, 2020
*The information presented here is anonymous, aggregated, and permission-based GPS location data. At this time, the data is intended to be used for anecdotal purposes
only. Readers are to be aware that this data only looks at those who have travelled during the months of January 1st, 2020 to August 30th, 2020
https://www.alberta.ca/alberta-relaunch-strategy.aspx#toc-2
Baseline: an average daily location data traffic between January 1st to March 15th
March 15th
COVID-19 Outbreak in Canada
March 16th
Declared Local State of Emergency
% Increase in Weekly Traffic August 3rd to August 30th
PATTISON Calgary Market
+6%June 12th
Stage 2May 25th
Stage 1
Weekend
Edmonton Market
Pelmorex Location Insights data is taken from January 1st, 2020 to August 30th, 2020
Apple Mobility Data is taken from March 1st, 2020 to September 7th, 2020
Google Mobility Data is taken from March 1st, 2020 to September 4th, 2020
Transit APP Usage (Edmonton Transit) is taken from March 1st, 2020 to September 7th, 2020
*The information presented here is anonymous, aggregated, and permission-based GPS location data. At this time, the data is intended to be used for anecdotal purposes
only. Readers are to be aware that this data only looks at those who have travelled during the months of January 1st, 2020 to August 30th, 2020
https://www.alberta.ca/alberta-relaunch-strategy.aspx#toc-2
Baseline: an average daily location data traffic between January 1st to March 15th
March 15th
COVID-19 Outbreak in Canada
March 20th
Declared Local State of Emergency
% Increase in Weekly Traffic August 3rd to August 30th
PATTISON Edmonton Market
+6%June 12th
Stage 2May 25th
Stage 1
Weekend
Saskatchewan Market
Pelmorex Location Insights data is taken from January 1st, 2020 to August 30th, 2020
Apple Mobility Data is taken from March 1st, 2020 to September 7th, 2020
Google Mobility Data is taken from March 1st, 2020 to September 4th, 2020
Transit APP Usage (Regina and Saskatoon Transit) is taken from March 1st, 2020 to September 7th, 2020
*The information presented here is anonymous, aggregated, and permission-based GPS location data. At this time, the data is intended to be used for anecdotal purposes
only. Readers are to be aware that this data only looks at those who have travelled during the months of January 1st, 2020 to August 30th, 2020
https://www.saskatchewan.ca/government/health-care-administration-and-provider-resources/treatment-procedures-and-guidelines/emerging-public-health-issues/2019-
novel-coronavirus/re-open-saskatchewan-plan/phases-of-re-open-saskatchewan/phase-four
Baseline: an average daily location data traffic between January 1st to March 15th
March 15th
COVID-19 Outbreak in Canada
March 18th
Declared Provincial State of
Emergency
% Increase in Weekly Traffic August 3rd to August 30th
PATTISON Saskatchewan Market
+6%June 22nd
Stage 4June 8th
Stage 3
May 4th
Stage 1
May 19th
Stage 2
Weekend
Manitoba Market
Pelmorex Location Insights data is taken from January 1st, 2020 to August 30th, 2020
Apple Mobility Data is taken from March 1st, 2020 to September 7th, 2020
Google Mobility Data is taken from March 1st, 2020 to September 4th, 2020
Transit APP Usage (Winnipeg Transit) is taken from March 1st, 2020 to August 8th,2020
*The information presented here is anonymous, aggregated, and permission-based GPS location data. At this time, the data is intended to be used for anecdotal purposes
only. Readers are to be aware that this data only looks at those who have travelled during the months of January 1st, 2020 to August 30th, 2020
https://www.gov.mb.ca/covid19/restoring/phase-three.html
Baseline: an average daily location data traffic between January 1st to March 15th
% Increase in Weekly Traffic August 3rd to August 30th
PATTISON Manitoba Market
+8%
March 20th
Declared Provincial State of
Emergency
June 1st
Phase 2
June 21st
Phase 3
May 4th
Phase 1
March 15th
COVID-19 Outbreak in Canada
Weekend
Toronto Market
Pelmorex Location Insights data is taken from January 1st, 2020 to August 30th, 2020
Apple Mobility Data is taken from March 1st, 2020 to September 7th, 2020
Google Mobility Data is taken from March 1st, 2020 to September 4th, 2020
Transit APP Usage (Toronto, GO, York Region and Durham Region Transit) is taken from March 1st, 2020 to September 7th, 2020
*The information presented here is anonymous, aggregated, and permission-based GPS location data. At this time, the data is intended to be used for anecdotal purposes only. Readers
are to be aware that this data only looks at those who have travelled during the months of January 1st, 2020 to August 30th, 2020
https://www.toronto.ca/news/city-of-toronto-now-in-stage-3-reopening/
Weekend
Baseline: an average daily location data traffic between January 1st to March 15th
March 15th
COVID-19 Outbreak in Canada
March 23rd
Declared Local State of Emergency
% Increase in Weekly Traffic August 3rd to August 30th
PATTISON Toronto Market
+10%May 19th
Stage 1
June 24th
Stage 2
July 31st
Stage 3
Southwestern Ontario Market
Pelmorex Location Insights data is taken from January 1st, 2020 to August 30th, 2020
Apple Mobility Data is taken from March 1st, 2020 to September 7th, 2020
Google Mobility Data is taken from March 1st, 2020 to September 4th, 2020
Transit APP Usage (Burlington and Oakville Transit) is taken from March 1st, 2020 to September 7th, 2020
*The information presented here is anonymous, aggregated, and permission-based GPS location data. At this time, the data is intended to be used for anecdotal
purposes only. Readers are to be aware that this data only looks at those who have travelled during the months of January 1st, 2020 to August 30th, 2020
https://www.ontario.ca/page/framework-reopening-our-province-stage-3
Weekend
Baseline: an average daily location data traffic between January 1st to March 15th
March 15th
COVID-19 Outbreak in Canada
March 17th
Declared Provincial State of Emergency
% Increase in Weekly Traffic August 3rd to August 30th
PATTISON Southwestern Ontario Market
+8%May 19th
Stage 1
June 19th
Stage 2
July 24th
Stage 3
Ottawa Market
Pelmorex Location Insights data is taken from January 1st, 2020 to August 30th, 2020
Apple Mobility Data is taken from March 1st, 2020 to September 7th, 2020
Google Mobility Data is taken from March 1st, 2020 to September 4th, 2020
Transit APP Usage (OC Transpo) is taken from March 1st, 2020 to September 7th, 2020
*The information presented here is anonymous, aggregated, and permission-based GPS location data. At this time, the data is intended to be used for anecdotal
purposes only. Readers are to be aware that this data only looks at those who have travelled during the months of January 1st, 2020 to August 30th, 2020
https://www.ontario.ca/page/framework-reopening-our-province-stage-3
Baseline: an average daily location data traffic between January 1st to March 15th
March 25th
Declared State of Emergency
March 15th
COVID-19 Outbreak in Canada
+11%
% Increase in Weekly Traffic August 3rd to August 30th
PATTISON Ottawa Market
May 19th
Stage 1
June 19th
Stage 2
July 24th
Stage 3
Weekend
Québec / Montréal Market
Pelmorex Location Insights data is taken from January 1st, 2020 to August 30th, 2020
Apple Mobility Data is taken from March 1st, 2020 to September 7th, 2020
Google Mobility Data is taken from March 1st, 2020 to September 4th, 2020
*The information presented here is anonymous, aggregated, and permission-based GPS location data. At this time, the data is intended to be used for anecdotal
purposes only. Readers are to be aware that this data only looks at those who have travelled during the months of January 1st, 2020 to August 30th, 2020
https://www.quebec.ca/en/health/health-issues/a-z/2019-coronavirus/gradual-resumption-activities-covid19-related-pause/#c57361
Weekend
Baseline: an average daily location data traffic between January 1st to March 15th
March 27th
Declared Local State of Emergency
March 15th
COVID-19 Outbreak in Canada
+5%
% Increase in Weekly Traffic August 3rd to August 30th
PATTISON Montréal Market
May 25th
Stage 1
June 19th
Shopping centres
re-opening
June 22nd
Restaurants
re-opening
New Brunswick Market
Pelmorex Location Insights data is taken from January 1st, 2020 to August 30th, 2020
Apple Mobility Data is taken from March 1st, 2020 to September 7th, 2020
Google Mobility Data is taken from March 1st, 2020 to September 4th, 2020
*The information presented here is anonymous, aggregated, and permission-based GPS location data. At this time, the data is intended to be used for anecdotal
purposes only. Readers are to be aware that this data only looks at those who have travelled during the months of January 1st, 2020 to August 30th, 2020
https://www2.gnb.ca/content/gnb/en/corporate/promo/covid-19/recovery.html
Weekend
Baseline: an average daily location data traffic between January 1st to March 15th
+10%
% Increase in Weekly Traffic August 3rd to August 30th
PATTISON New Brunswick Market
March 19th
Declared Provincial State of Emergency
March 15th
COVID-19 Outbreak in CanadaMay 22nd
Yellow Level (Partial province)
June 25th
Yellow Level (Full province)
June 28th
Atlantic Travel Circle
Nova Scotia Market
Pelmorex Location Insights data is taken from January 1st, 2020 to August 30th, 2020
Apple Mobility Data is taken from March 1st, 2020 to September 7th, 2020
Google Mobility Data is taken from March 1st, 2020 to September 4th, 2020
Transit APP Usage (Halifax Transit) is taken from March 1st, 2020 to September 7th, 2020
*The information presented here is anonymous, aggregated, and permission-based GPS location data. At this time, the data is intended to be used for anecdotal
purposes only. Readers are to be aware that this data only looks at those who have travelled during the months of January 1st, 2020 to August 30th, 2020https://novascotia.ca/reopening-nova-scotia/
Weekend
Baseline: an average daily location data traffic between January 1st to March 15th
March 22nd
Declared Provincial State of Emergency
March 15th
COVID-19 Outbreak in Canada
+3%
% Increase in Weekly Traffic August 3rd to August 30th
PATTISON Nova Scotia Market
June 5th
Business Re-opening
June 28th
Atlantic Travel Circle
Newfoundland and Labrador Market
Pelmorex Location Insights data is taken from January 1st, 2020 to August 30th, 2020
Apple Mobility Data is taken from March 1st, 2020 to September 7th, 2020
Google Mobility Data is taken from March 1st, 2020 to September 4th, 2020
*The information presented here is anonymous, aggregated, and permission-based GPS location data. At this time, the data is intended to be used for anecdotal
purposes only. Readers are to be aware that this data only looks at those who have travelled during the months of January 1st, 2020 to August 30th, 2020
https://www.gov.nl.ca/covid-19/alert-system/alert-level-2/
Weekend
Baseline: an average daily location data traffic between January 1st to March 15th
March 18th
Declared Public Health Emergency
March 15th
COVID-19 Outbreak in Canada
+16%
% Increase in Weekly Traffic August 3rd to August 30th
PATTISON Newfoundland
and Labrador Market
May 11th
Alert Level 4 (Business Re-opening)
June 7th
Alert Level 3
June 25th
Alert Level 2
June 28th
Atlantic Travel Circle
