High Wycombe, Oxford and Mansfield all climb 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 month:

  • High Wycombe has risen 71 places from 195 to 124.
  • Oxford now ranks in 24th place following a climb of 2 places.
  • Mansfield has broken into the top 100 at number 98.

Rank Place Change
2Sheffield +7
3Glasgow -1
4Liverpool -1
5Gloucester +45
6Nottingham +4
7Manchester -3
9Leicester +11
10Edinburgh -4
data generated: 24th Jan 2020

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.

High Wycombe

  • The Buckinghamshire town has made big steps to reverse a 24 place drop last year to climb 71 places in the last month . With the number of businesses active on Social Media increasing by 7 from 145 to 152, High Wycombe has the potential to rise even further up the Digital Influence Index.
  • Wycombe District Council is working with retailers to regenerate the High Street, reports Bucks Free Press. Cllr Steve Broadbent says:

“The council continues to actively work with potential businesses, property owners, agents and other parties to attract new independent traders, the most recent being 5 Cornmarket [adjoining Lunch] which is under offer for a business start-up. Such niche players are the key to maintaining activity in the High Street.”


  • The number of Oxford retailers active on digital has increased from 240 to 251 since the beginning of June 2018.
  • City council’s footfall figures showed that about 8.8m people walked through the city’s new Westgate Shopping Centre from January until the end of March 2018, compared to 7.7m during the same period last year.
  • Indie Oxford celebrate independent businesses in the city. A book, directory and regular blogs highlight local news. Their social media drives awareness like this post with summer holiday ideas


  • Mansfield fell 12 places last year, but has recovered and climbed 4 places from to 102 to 98 since June, breaking into the Digital Influence Index top 100.
  • Mansfield Townscape Heritage Project has successfully bid for £850k lottery funding to enhance the town centre. The project’s aim is to encourage more independent retailers and making the centre a place for socialising, entertainment and living in, alongside a place for shopping.
  • 28 independent businesses in Mansfield are active on Social Media. Healthy fast food restaurant  Crunch UK share stunning food images on Instagram.

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:

  • Darlington, Rochdale and Luton have slipped down the Digital Influence Index. Darlington has fallen 36 places to 146, Rochdale places to 184 and Luton has dropped 29 places to 134.
  • A more in depth look at the  Place Report for Rochdale shows only 44% of retailers are active on digital. The number of posts shared by businesses on social media declined by 3352  last month.

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.’

Oxford image courtesy of HarryGrayPhotography

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