LIFE on the Isle of Wight this summer was much more normal than last year, data suggests, with footfall even surpassing pre-pandemic levels.

Coronavirus restrictions were lifted in England on July 19, with people allowed back in hospitality venues without needing to socially distance for the first time since March 2020.

Google uses location data from phones and other personal devices to track trends in people's movement in different parts of their daily lives.

It compares footfall in five areas outside the home — retail and recreation, supermarkets and pharmacies, parks, public transport and workplaces — to a five-week baseline period recorded before the Covid-19 crisis.

On the Isle of Wight, average activity across these categories was 58 per cent above normal levels between July and September.

This was up significantly from summer 2020, when footfall was 12 per cent above the baseline.

Across the UK, activity increased from eight per cent below normal levels last summer, to three per cent above this year.

Paul Martin, UK head of retail at accounting company KPMG, said the Euro 2020 football tournament and hot weather in July gave customers plenty of opportunities to celebrate and spend money – though a better summer would have further boosted the fortunes of retailers.

Retail analytics firm Springboard said its own data showed a significant increase in footfall on UK high streets.

Diane Wehrle, insights director at Springboard, said the absence of easy international travel increased the popularity of day trips and holidays within the UK this year, providing a boost to high street footfall.

"In coastal and historic towns the improvement was even greater, demonstrating the appeal of town centres to visitors,” she said.

Google data for July to September on the Isle of Wight shows:

  • Activity in retail and recreation establishments was 49 per cent above normal levels
  • In supermarkets and grocery stores, it was 41 per cent above usual
  • Activity was 178 per cent above pre-pandemic measurements in parks and public spaces
  • It was 51 per cent above the baseline on public transport
  • Activity in workplaces was ten per cent below normal