In reply to knighty:
I work in tourism in Pembrokeshire and a lot of our guests travel from England, often walk into reception with face masks on, but once they realise no one else is wearing them they usually take them off. I'm not saying this is a good thing, but it is apparent how important government guidelines are.
If government (England) says masks should be worn, I guess 60 - 70 % go along with that, then another 25% go along with what the others are doing so they don't feel like they stand out. You end up with 95% wearing them.
Government in Wales say masks aren't mandatory so 60-70% don't wear them and the another 25% who feel like they probably ought to don't want to stand out, so they don't. Leaving only 5% who do.