Oxfordshire residents are following social distancing advice and avoiding ​shops more successfully than the average UK citizen, data from Google suggests.

NHS England’s medical director has warned now is not the time to get complacent, as he urged people to continue to follow government guidance to stay at home.

Google's figures, which use location data to chart trends in people's movement, show footfall at retail and recreation establishments fell by 87per cent in Oxfordshire in the six weeks to the end of March compared to two months earlier.

This was slightly better than the UK average, with shop visits down by 85per cent when compared to a previous five-week period at the start of the year.

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The British Independent Retailers Association said many successful businesses were fighting for survival, predicting that consumers’ increased use of online shopping is a trend that is here to stay.

He added: “It is good to see the government initiatives that have been taken but we are concerned that the support is not reaching the retailer quick enough.”

​Google's figures also show a 17per cent rise in activity in places of residence in Oxfordshire compared to a 58 per cent reduction in places of work, as more people work from home.

Visits to public transport hubs were also down by 79per cent – above the UK average of 75per cent.