The Geodemographics of Use and Engagement with the Internet

Talk at the Market Research Society, London; 5/11/14

1. www.cdrc.ac.uk www.alex-singleton.com @alexsingleton Consumer Data Research Centre An ESRC Data Investment Alex Singleton Department of Geography and Planning The Geodemographics of Use and Engagement with the Internet
2. Does this household have access to the Internet - Yes, have access at present −12.5 −10.0 −7.5 −5.0 −2.5 0.0 2.5 5.0 7.5 10.0 12.5 1a: Rural Retirement 1b: Farming Communities 1c: Country Life 2a: Aspirational Migrants 2b: Student Communities 2c: Settled City Living 3a: Urban Deprivation 3b: Connected Achievers 3c: Aspirational Multicultural Families 3d: Challenged Ethnic Mix 4a: Blue Collar Estates 4b: Blue Collar Transitions 4c: Blue Collar Terraces 5a: Socially Mobile Minorities 5b: Ethnic Communities 6a: Inner Suburbs 6b: Established Suburbs 6c: Suburban Aspiration 7a: Industrial Legacy 7b: Hard−Pressed Multi−Ethnic Neighbourhoods 7c: Elderly in Flats 8a: Traditional Trades 8b: Service Sector Urbanities 8c: Late Retirement Output Area Classification 2011 % Difference From National Average Oxford Internet Institute Survey
3. Previous Work • The “e-Society” • 1990s – Technology Use – “Haves” & “Have-nots” • Digital Divide • By 2007 things were radically different • Usage & Engagement increasingly more complex • Created a classification which consisted of 8 Groups & 23 Types. – Links to Postcode.
7. http://esociety.publicprofiler.org/ 250k views - afternoon released
9. Postcode Search Propensity by e-Society Types 0" 20" 40" 60" 80" 100" 120" 140" 160" 180" 200" 220" 240" 260" 280" 300" Index"(Base"100)" Group"A":"E;unengaged" Group"B":"E;marginalised" Group"C":"Becoming"engaged" Group"D":"E"for"entertainment"&" shopping" Group"E":"E;independents" Group"F":"Instrumental"E;users" Group"G":"E;business"users" Group"H":"E;"experts"
10. Feedback Origin 0" 20" 40" 60" 80" 100" 120" 140" 160" 180" 200" 220" 240" Index"(Base"100)" Group"A":"E:unengaged" Group"B":"E:marginalised" Group"C":"Becoming"engaged" Group"D":"E"for"entertainment"&" shopping" Group"E":"E:independents" Group"F":"Instrumental"E:users" Group"G":"E:business"users" Group"H":"E:"experts"
11. Feedback Destination 0" 50" 100" 150" 200" 250" 300" 350" 400" 450" 500" Index"(Base"100)" Group"A":"E:unengaged" Group"B":"E:marginalised" Group"C":"Becoming"engaged" Group"D":"E"for"entertainment"&" shopping" Group"E":"E:independents" Group"F":"Instrumental"E:users" Group"G":"E:business"users" Group"H":"E:"experts"
12. IMD Materially) deprived! Not)materially) deprived! Not)e0engaged! Group!1! (1,150,926!–!2.3%)! Group!2! (7,065,101–14.4%)! e0engaged! Group!3! (3,748,429–!7.6%)! Group!4! (37,174,487!–!75.7%)! Not  e-­‐engaged:  (GROUP  A:  E-­‐UNENGAGED;  Type  A01  :   Low  technologists;  Type  A02  :  Cable  suffices;  Type  A03  :   Technology  as  fantasy;  Type  A04  :  Mobile’s  the  limit;  Type   A05  :  Too  old  to  be  bothered;  Type  A06  :  Elderly   marginalised.   Materially  Deprived  –  10th  Decile  
13. 0" 20" 40" 60" 80" 100" Jan+08" Mar+08" May+08" Jul+08" Sep+08" Nov+08" Jan+09" Mar+09" May+09" Jul+09" Sep+09" Nov+09" Jan+10" Mar+10" May+10" Jul+10" Sep+10" Nov+10" %"OF"ALL"WITH"ACCESS" EMAILS":YES" BANK"A/C"&"FINANCES":YES" DOWNLOAD"MUSIC":YES" SOCIAL"NETWORKS"/"BLOGS":YES" Behaviour change Source: http://www.thebps.co.uk/
14. Infrastructure change 20 30 40 50 60 70 80 2005 2006 2007 2008 2009 2010 % Population Internet take-up Total broadband take-up Source: Ofcom - http://stakeholders.ofcom.org.uk/market-data-research/telecoms-research/broadband-speeds/main/
15. 0 50 100 150 200 Mar Jun Sep Dec Mar Jun Sep Dec Mar Jun Sep Dec Mar Jun Sep Dec Mar Jun Sep Dec Mar Jun Sep Dec Mar Jun Sep Dec Mar Jun Sep Dec 2001 2002 2003 2004 2005 2006 2007 2008 Index values (March 2005=100) Dial-up subscribers index Broadband subscribers index Source: The ONS Internet Connectivity Survey (http://www.statistics.gov.uk/statbase/Product.asp?vlnk=8251) Infrastructure change
16. New Infrastructure Source:(h*p://news.bbc.co.uk/1/hi/technology/8069768.stm( 3G / 4G Mobile Hotspots Fixed Line Ofcom, 2010
17. http://atlas.geographicdatascience.com/broadband/full/ 7.6m records
18. New Internet User Classification Connec&vity+ Drivers'of'Differen,a,on' Demographics+ Components' Behaviours+ Mode% Speed% Contextual+ Gender% Age% Ethnicity% NS4SEC% Income% Par:cipa:on% Ac:vi:es% Rurality% Region% Measures' ONS%Popula:on% Es:mates% ONS%Rural/ Urban% Defini:on% ONS%Household% earnings% es:mates% Labour%Force% Survey% OII%Internet%Survey% Exchange% Loca:ons% 3G%Signal% Strength% Hotspot% Loca:ons% Internet%% Speed%Survey% Cable% Availability% E5Society' Council%Tax% Bands% Dept.%Educa:on% Educa:on%
19. Distance to mobile mast http://sitefinder.ofcom.org.uk/ http://www.sharegeo.ac.uk/handle/10672/372
20. Distance to telephone exchange
21. Download Speeds
22. http://oxis.oii.ox.ac.uk/
23. ! ! ! Internet Consumer Map Book Consumer Data Research Centre An ESRC Data Investment 2010 Census of Japan Open Atlas Alex Singleton [www.alex-singleton.com] Chris Brunsdon, Tomoki Nakaya, Keiji Yano Version 1.0 ! 2011 Census Open Atlas Alex Singleton (www.alex-singleton.com) Version 2.0 http://www.alex-singleton.com/
24. ! ! ! Internet Consumer Map Book Consumer Data Research Centre An ESRC Data Investment All local authorities
25. % households with Internet connection
26. % of people who mostly use mobile phone for internet access
27. % Students
28. From Attributes to Contexts • Similar method as OAC • Standardised Inputs • K-Means • 2 tiers
29. Internet User Classification 5 SuperGroups 11 Groups
30. e-Resilient Retail Consumer Data Research Centre An ESRC Data Investment
31. Online&sales& Supply&factors& Demand&factors& Retail/Service& Offer& Catchments& &Demographics& Retail& e<Resilience& Vulnerability/adapta?on& Connec?vity& Consumer&Behaviour& retail/service+mix+ +++a.rac/veness++ +++++shopping+convenience++ + + socio5economic+status+ age+ + ++infrastructure+ +++++++speed+ rurality+ Engagement+with+ICT+ ++++++Shopping+online+ + e-Resilient Retail
32. e-Resilient Retail
33. e-Resilient Retail
34. Catchment Estimates LSOA (i) A - attractiveness D - distance Retail Centre (j) L LDC Large, Medium, Small (s) Note: General model
35. Some Innovations 1) Use the retail centre extent not the centroid 2) Street distances, not straight line 3) Routing / model all within R 4) Open Source
36. 75%
38. Work in Progress • Catchment model refinement • Population • Geodemographics • Day V Night • Retail hierarchy • Sensitivity to e-Resilience • Retail activity type - e.g. comparison V leisure etc • Retail centres…
39. http://www.opengeodemographics.com/