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
69.5m
people in the UK
47
average age
£29k
average annual income
83%
live in urban areas
59m
people live outside of London
85%
of the UK population
Sources: Route 58 (UK adults aged 15+); TGI, Apr 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.
Button text
Button text
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 or are on par with the UK average for happiness, excitement, and optimism, offering a glimpse of emotional uplift.
69%
64%
74%
66%
64%
North East
North West
Yorkshire
East Midlands
West Midlands
64%
All UK Adults
59%
54%
49%
51%
60%
49%
North East
East Midlands
North West
West Midlands
Yorkshire
All UK Adults
55%
57%
61%
54%
58%
53%
West Midlands
Yorkshire
East Midlands
North West
North East
All UK Adults
Source: Audiences in Focus, January 2026.
Optimism
Happiness
Excitement
115
North West
113
East of England
106
North East
119
South East
119
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 Midlands
Scotland
West Midlands
North East
North West
All UK Adults
40%
40%
41%
42%
44%
40%
Yorkshire &
the Humber
West Midlands
Wales
North West
East Midlands
All UK Adults
46%
44%
45%
40%
47%
40%
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.
Sources: Audiences in Focus, January 26; Route 58.
91%
of those living beyond London plan to purchase a big-ticket item over the next 3 months (on par with the Capital)
1 in 4
people living in North West are planning to buy a new home
(index 129 vs UK average)
1 in 3
people living in Yorkshire are planning significant home improvements
(index 117 vs UK average)
56%
Beyond London
54%
27%
26%
51%
49%
22%
19%
UK average
Gifting
Beauty
Clothing
Groceries
75%
of those living beyond London visit a supermarket at least once a week
Location
Transport
20%
20%
Fully
remote
Beyond London
London
1-2 days in the office
3-4 days in the office
5 days in
the office
18%
21%
21%
22%
41%
37%
41%
of those living outside London are at their place of work 5 days a week
93%
of those living outside London commute via a roadside method*
93%
General mobility
Beyond London
London
Commuting
77%
93%
79%
London
Beyond London
1 in 2
of those living beyond London find posters and billboards often make them aware of something new
54%
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)
