London's office workers drive £40bn economic engine

London's office professionals are proving to be an economic powerhouse, with a landmark study revealing their collective annual spending now reaches a staggering £40 billion. Released six days ago on May 12, 2025, the comprehensive research conducted by Executive Channel Network (ECN), GroupM OOH, and the Centre for Economics and Business Research (CEBR) provides unprecedented insight into the spending patterns of this influential demographic.

Titled "The £40 Billion Capital Spenders," the study meticulously analyzes how London's skilled professional workforce engages with both digital and physical commerce throughout their daily routines, challenging traditional notions about urban consumer behavior.

The research reveals a nuanced picture of consumer activity distributed across different environments. Of the £40 billion total spending power, £10.2 billion occurs via mobile commerce during commuting periods. Meanwhile, in-office mobile spending accounts for the largest portion at £15.4 billion, demonstrating how significantly work environments influence purchasing decisions.

Traditional in-person spending remains robust at £14.2 billion, with food retail (£2.8 billion), fashion and clothing (£2.6 billion), and hospitality (£2.3 billion) emerging as the dominant categories. Other significant sectors include sports and recreation (£1.8 billion), arts and entertainment (£1.6 billion), and other retail segments such as health and beauty products (£2 billion).

"London's economy contributes 22% of total UK GDP," states the report, highlighting the capital's outsized economic influence. "The Square Mile alone contributes 10% of total UK GDP, with London attracting a highly educated and skilled professional workforce."

These professionals aren't simply concentrated in one sector either. The data shows that 60% work in professional services, with the City functioning as a leading global financial center that exports over 50% of the UK's financial service exports. Simultaneously, London maintains its position as Europe's largest tech hub, hosting more "unicorns" than any other European city.

Mobile commerce dominates spending habits

One of the study's most striking revelations concerns the prevalence of mobile commerce. The UK's high smartphone adoption rate has fundamentally transformed shopping behaviors, with 70% of all online commerce now conducted via mobile devices.

This shift is particularly pronounced among London professionals, who represent nearly 40% (£25 billion) of total London mobile commerce spending (£66 billion). Their spending activities span the entire workday, from morning commutes to evening returns home, with a remarkable 75% of consumer spending occurring either in the office or in physical stores.

The data shows that in-office mobile spending, at £15.4 billion, exceeds both commuting (£10.2 billion) and in-person (£14.8 billion) spending. ECN's research indicates this results from several factors, including longer dwell times in office environments and the integration of mobile technology into workplace routines.

"M-commerce offers anytime anywhere shopping, aligning with the busy schedules of office professionals," the report explains. Device behavior data reveals that 4 in 5 professionals use social media regularly, 1 in 2 read news or sports content, 1 in 3 stream content like Netflix or Spotify, and 1 in 4 shop for non-food items during their workday.

Brand engagement and purchasing behavior

The study also provides valuable insights into audience engagement patterns within office environments. Office professionals exhibit 73% engagement on days when they're in the office, with a daily frequency of 4.5 viewings and an average dwell time of 45 seconds – factors that make digital out-of-home advertising particularly effective.

This engagement translates into actionable behavior, with office professionals being 32% more likely to act on advertisements viewed in their workplace environments. For specific categories like local retail food offers, response rates reach as high as 67%.

ECN UK Sales Director Charlie Haigh-Monk commented on these findings, stating: "London's office professionals are high-value consumers, and thanks to GroupM OOH and CEBR, we now have an in-depth view of their economic impact. This study showcases the depth and diversity of their spending habits outside the home."

Strategic implications for marketers

For brands and marketers, the implications are significant. The research highlights that office environments provide unique opportunities to influence consumer behavior at critical decision-making moments. GroupM OOH Insights Manager Tom Jameson noted: "Our latest research highlights the continued growth of mobile commerce taking place outside the home, which now accounts for 70% of all online spending. This shift is especially significant among London's time-poor, cash-rich office professionals."

The study also identifies the particular effectiveness of digital out-of-home advertising in office settings. In locations like the City of London, where traditional street advertising billboards are banned, office-based digital signage becomes especially valuable. ECN reports having 40% share of DOOH frames in the City of London, with 241 of the total 603 DOOH frames in the market.

This positioning creates a strategic advantage for reaching high-value consumers in environments with minimal advertising clutter. The research notes that office screens benefit from long dwell times (approximately 45 seconds) as people wait for elevators or interact in office foyers, creating optimal conditions for advertisement visibility and recall.

Urban spending dynamics

The broader context reveals how London's urban economy functions distinctively within the UK market. While London represents 13% of the UK population, it accounts for 30% of the UK's mobile commerce out-of-home spending. This disproportionate economic impact stems from higher average incomes, increased digital engagement, and condensed professional environments.

Brand affinity data further reinforces the distinctive consumer profile of London's office professionals. They demonstrate significantly higher affinity for premium brands compared to the general London population, including luxury retailers like Gucci (5.1x), Louis Vuitton (8.0x), and Burberry (3.2x), as well as premium food and beverage outlets like Starbucks (7.3x), Pret A Manger (9.7x), and Hotel Chocolat (9.1x).

The patterns extend across additional sectors, including upscale hospitality chains (Hilton at 11.1x), premium supermarkets (Waitrose at 5.9x), and high-end department stores (John Lewis at 5.6x). This concentration of purchasing power makes London's office professionals a particularly valuable demographic for marketing premium goods and services.

Why this matters

This research holds profound significance for the marketing industry by providing granular insight into when, where, and how a highly valuable consumer segment makes purchasing decisions. Several factors make these findings particularly relevant for marketing professionals:

First, the identification of specific spending patterns throughout the workday enables precise temporal targeting. Marketers can now better understand which products and services are most likely to be purchased during commuting hours versus office time.

Second, the confirmation that office environments heavily influence mobile commerce creates opportunities for contextual marketing strategies. Digital out-of-home advertising in office settings can be coordinated with mobile campaigns to create seamless consumer journeys.

Third, the substantial in-person spending figures (£14.2 billion) challenge the narrative of physical retail decline, suggesting instead that urban professionals maintain strong connections to brick-and-mortar commerce, particularly for food, fashion, and hospitality.

Fourth, the breakdown of spending across specific categories provides valuable sector-specific intelligence. The prominence of food retail (£2.8 billion) and fashion (£2.6 billion) indicates these remain priority sectors for urban professionals despite the rise of e-commerce.

Finally, the identification of precise consumer response rates (such as 67% investigation rate for local food retail offers) provides concrete benchmarks for expected campaign performance, allowing for more accurate planning and forecasting.

Timeline

• 2004 - Executive Channel Network (ECN) first established in Australia
• 2009 - ECN expands operations to the United Kingdom
• 2012 - ECN further expands into France
• 2016 - ECN enters the German market
• 2019 - ECN begins operations in Belgium
• May 12, 2025 - Release of "The £40 Billion Capital Spenders" research study
• Present (May 18, 2025) - Ongoing industry response to the research findings