Newton Abbot, Stroud and Oldham all winners in Digital Influence Index

The updated and improved Digital Influence Index now includes Twitter, Facebook and Instagram data. This means it more accurately reflects the Digital Influence of over 1300 UK Towns and Cities. We have found some interesting winners and losers in the index this week.

This week’s highlights – who’s moving up?

Several towns across the country are performing particularly well this week:

  • Newton Abbot  has risen 36 places from 191 to 155.
  • Stroud continued a phenomenal rise of 231 spots since April 2017 to 43.
  • Oldham now ranks in 110th place following a climb of 36 places.

Rank Place Change
2Nottingham +8
3Edinburgh +3
4Bristol +1
5Manchester -1
6Leeds +1
7Glasgow -5
8Cheltenham +15
10York +1
data generated: 17th Jan 2019

What is the Digital Influence Index?

The Digital Influence Index ranks 1,300 towns and cities in the UK, taking into account audience size, message volume and engagement that occurs across social media networks from a total of 150,000  high street business locations across the UK. Measuring daily activity gives Maybe* information on current retail and digital trends.


  • The Devon town has risen up the #WDYT Digital Influence Index steadily, up 99 places from 254 in April 2017. With only 43% of local businesses active on social media, Newton Abbot has huge potential to rise even further up the Digital Influence Index.
  • Teignbridge District Council have ambitious plans for Newton Abbot. Market Walk is currently being developed to make it brighter, lighter and enhance shopper experience. Last month the council announced the purchase of Bradley Lane, near the Town Centre, for regeneration.
  • The Coffee Company combines a winning combination of doughnuts, a pet and humour in an Instagram post with just a nod to their coffee.


  • The number of retailers active on Digital has increased a whopping 183% from 47 to 133 since April 2017.
  • Stroud retailers have embraced #WDYT and are part of a growing #WDYT National Campaign that is helping High Streets increase their footfall through digital activity.
  • We love the mix of news and products on Kendrick’s Street Deli’s Twitter feed. This colourful image of reusuable coffee cups is promotional, topical and eye catching.


  • Has reversed a 45 place drop last year to climb 36 spots in May to 110.
  • The Oldham Business Awards on May 10th inspired many social media posts from local businesses including #OldhamHour to help propel the town up the #WDYT Digital Influence Index.
  • Many of Oldham’s businesses celebrated the awards night and shared posts before, during and after the event on social media.

And who’s moving down?

Of course, each week there are some towns that move down as well. Here are this week’s noteworthy changes and why:

  • Hemel Hempstead, Basingstoke and Bridgend have slipped down the Digital Influence Index. Hemel Hempstead has fallen 44 places to 181, Basingstoke 39 places to 182 and Bridgend has fallen 37 places to 197.
  • A more in depth look at Hemel Hempstead’s Place Report reveals that businesses active on social media has fallen by 29, from 145 to 116.

Polly Barnfield OBE, CEO and founder of Maybe* who compiled the Index, said

‘We see a clear link between digital activity and physical footfall. Shoppers increasingly start their journey online. Every town and city in the UK is a sum of its digital parts. From what we see it’s key that businesses become more pro active on social media. That is frequently the start of their digital journey.’

Collect today’s Digital Influence Index of 1300 towns. Buy your town report to discover what drives the ranking in your town.

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