The Government Digital Service (GDS) has published a new report exploring Population Movement Data (PMD)
PMD is a location-based insight derived from sources like mobile phones, apps, and card transactions, and how they are transforming public services across the UK.
High-resolution data in focus
PMD contrasts with traditional, static data methods such as surveys and censuses. Drawing on signals captured through satellites, Wi‑Fi, Bluetooth, and cellular networks, it delivers dynamic, near-real-time, location-specific insights.
Throughout 2024–25, the GDS collaborated with KPMG and 18 public sector organisations in an “Innovation Sandbox” to test PMD in real-world scenarios. These trials revealed the data’s capacity to enhance agility in decision-making, improve planning accuracy, and support more cost‑effective public services.
Practical advantages
Participants across government departments discovered PMD’s strategic value. For example, the Ministry of Housing, Communities and Local Government used PMD to map movement clusters, informing devolution planning and resource allocation based on evolving, real-time economic geographies.
On the practical side, agencies like Defra (with Natural England and the Office for National Statistics) tested PMD, specifically Strava Metro data, against traditional visitor surveys for natural spaces. Early evidence suggests PMD enables accurate local-level monitoring, previously impossible with national-level surveys.
Challenges within a growing market
Despite the promise, the PMD market remains complex. Data products vary widely, from dashboards to APIs, and transparency around how data is sourced, modelled, and priced remains limited.
Public sector teams often face challenges while validating data, managing large datasets, and understanding pricing frameworks. Procurement practices are also poorly aligned with PMD suppliers, adding barriers to adoption.
But collaborative efforts, such as the Greater London Authority’s High Streets Data Service, show promise. By using data purchases (including PMD from providers like Mastercard and BT Active Intelligence), participating boroughs save thousands annually while receiving valuable insights into footfall, spending, and urban behaviour.
AI, synthetic data, and global leading
Emerging technologies are beginning to reshape the PMD landscape. Synthetic data, artificially generated and reflective of fundamental movement patterns, is gaining attention to enrich datasets and simulate scenarios for planning purposes.
Artificial intelligence, including large language models, may lower technical barriers by allowing less technically savvy users to query and derive meaning from PMD. The UK is looking to its international peers for inspiration: projects in Italy, Japan, Germany, Namibia, and the U.S. illustrate a wide range of applications, from tourism analytics to disaster response and malaria control.
Innovations to everyday operations
To make PMD an operational tool rather than an experimental one, the report urges deliberate action:
- For government: invest in building analytical capability; design procurement to foster ongoing collaboration; improve transparency and share learning across departments.
- For suppliers: offer flexible delivery models suited to varying skill levels; be transparent about data methodologies; provide training and feedback channels; and work with public agencies on shared standards.
Population Movement Data is not a silver bullet, but when thoughtfully integrated, it brings speed, adaptability, and granularity to public service planning, from transport to green space management.
The GDS report shows that unlocking PMD’s value depends on translating experimentation into everyday planning, building the proper infrastructure, partnerships, and confidence across sectors.
