Life has changed in recent years. From navigating high inflation to a cost-of-living crisis, what does today’s consumer look like? What does our working week look like, how do we like to shop and what do we expect from brands?
With 85% of the UK living outside of London, we’ve taken a deeper dive into the similarities and differences of audiences outside the Capital with that of those who live within.
To really get under the skin of today’s consumer we regularly check in with a group of 2000 UK adults on a regular basis to understand their ever-changing moods, habits and behaviours.
#LifeBeyondLondon
Real lives. Real emotions. Real behaviours.
Mood and mindset
Commuting and mobility
Shopping habits
Experience economy
Role
of OOH
69.3m
people in the UK
47
average age
£28k
average annual income
83%
live in urban areas
59m
people live outside of London
85%
of the UK population
Sources: Route 57; TGI, Jan 26; Est. UK population ONS; Beyond London data derived from ONS & World Population Review data
Mood and mindset
Emotions shape behaviour – and they vary across the UK. These emotional patterns influence how people spend, connect, and make decisions.
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Across the UK, people aren’t just buying things – they’re spending on moments. Whether it’s a weekend in Wales, a theatre trip to Edinburgh, or a family break in Devon, experiences are where people find value now.
Experience economy
People shop in different ways depending on where they live. While online plays a role, in-store shopping remains a key fixture in many regions, shaped by local routines, preferences, and access.
Shopping habits
Commuting and mobility habits have evolved significantly in recent years. Outside London, personal and roadside transport – such as cars and buses – remain the preferred mode of travel.
Commuting and mobility
In a competitive landscape, Out of Home advertising stands out as a powerful, public-facing medium that connects with audiences on the move – whether they’re commuting, shopping, or socialising – in towns, cities, and regions across the UK.
Role of
Out of Home
Spending for the experience
Many people outside the capital choose to spend their disposable income on culture and entertainment, with several regions indexing above the UK average for spending £100+ a month.
How people are feeling
We know that stress and anxiety are part of the picture – but people in these regions outside the Capital are feeling notably more positive. These areas over index against the UK average on happiness, excitement, and optimism, offering a glimpse of emotional uplift.
68%
66%
67%
70%
66%
North East
North West
Wales
Scotland
West Midlands
66%
All UK Adults
51%
56%
49%
53%
49%
51%
North East
Scotland
North West
West Midlands
South West
All UK Adults
59%
56%
53%
57%
61%
55%
West Midlands
South West
South East
North West
North East
All UK Adults
Source: Audiences in Focus, January 2026
Optimism
Happiness
Excitement
108
North West
112
East of England
115
North East
119
South East
123
West Midlands
Out of Office
For many people across the UK, booking a holiday is a top priority - with both domestic and overseas trips remaining popular, especially among those regions where residents are more likely to book a trip than the UK average.
Abroad
UK
East of England
South East
West Midlands
North East
North West
All UK Adults
47%
43%
40%
50%
44%
40%
Yorkshire &
the Humber
West Midlands
South West
North West
East Midlands
All UK Adults
41%
47%
43%
39%
46%
39%
Source: Audiences in Focus, January 2026
Source: Audiences in Focus, January 2026. (Household spending) Index vs UK Average
In-store shopping
People outside London are more likely to shop in-store for groceries, beauty, gifting and clothing – meaning supermarkets and malls remain busy, regular destinations in their daily lives.
Source: Audiences in Focus, January 26.
Splurge worthy
Copy
Source: Audiences in Focus, January 2026.
On the road
Outside London, people commute into work more often and show a stronger preference for roadside transport, both for commuting and everyday journeys.
Source: Audiences in Focus, January 26.
*Roadside = car, motorcycle, taxi, bus, walk, cycle
OOH in everyday life
In local communities across the UK, outdoor advertising isn’t background noise – it’s part of everyday life. A familiar part of the landscape, not a distraction.
Source: Audiences in Focus, January 26.
92%
of those living beyond London plan to purchase a big-ticket item over the next 3 months (on par with the Capital)
1 in 2
people living in North East are planning to purchase a holiday abroad
(index 118 vs UK average)
1 in 3
people living in West Midlands are planning significant home improvements
(index 122 vs UK average)
56%
Beyond London
55%
29%
27%
51%
48%
23%
21%
UK average
Gifting
Beauty
Clothing
Groceries
75%
of those living beyond London visit a supermarket at least once a week
Location
Transport
21%
20%
Fully
remote
Beyond London
London
1-2 days in the office
3-4 days in the office
5 days in
the office
19%
21%
20%
24%
40%
35%
40%
of those living outside London are at their place of work 5 days a week
91%
of those living outside London commute via a roadside method*
96%
General mobility
Beyond London
London
Commuting
78%
92%
74%
London
Beyond London
1 in 2
of those living beyond London find posters and billboards often make them aware of something new
53%
of those living beyond London agree large screens or posters make brands stand out
80%
of the UK population, that’s 45m people, do not see a digital OOH ad in London across a week?
Bauer Media Outdoor achieves
90% national reach…
and
80% fortnightly digital reach
(50m people)
(44m people)