CACI has released a report into what it describes as the “new consumer reality” and the impact the coronavirus will have on destinations, landlords, brands and operators throughout 2020 and beyond.

It identifies four key consumer trends seen throughout July. It says mobility is well below pre-lockdown levels, currently at an average of 62%, which is up from low of 32%.

In terms of how that is split between city centres and more rural areas, city centres are pegged well down at 30% due to a combination of a lack of workers, tourists and shoppers.

However rural areas with more local independent shops are seeing levels hit 70% of pre-lockdown footfall.

In terms of consumer sentiment towards brands and places, CACI says a “full transformation” has taken place since lockdown was introduced in March.

Safety was the number one sentiment among consumers, overtaking value for money as the previous number one, and it remains at top spot even though lockdown measures have eased.

Value for money has now fallen to eight spot sustainability, green credentials, convenience, supply chain, localism and welfare of staff.

As for consumer spend moving forward, there are signs of a recovery of sorts, with a 12% increase in people returning to the office, and a corresponding 8% reduction in those working from home.

There has also been an improvement in levels of disposable income, with 21% reporting a decline, compared to 24% at the height of lockdown.

But CACI warned that there have been lasting impacts on consumer behaviour, with a “general aversion” to public transport emerging.

“It used to be that affluence bought you freedom of mobility, but it now buys you freedom of immobility,” said CACI director Alex McCulloch.

The most affluent live in rural areas, and can more easily afford independent, local shops, have houses with gardens, can work from home, they can afford to isolate. By contrast, the least affluent live in urban areas, are key workers across the service sector and as a result are more mobile and make up a greater proportion of city centre footfall than before.

“The new data also shows consumers are carefully balancing risk and reward, which is particularly affecting the retail and leisure industry, with most indoor and crowded spaces considered high-risk and therefore unenjoyable.”