Consumer Data Research and Census Enumeration

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www.alex-singleton.com @alexsingleton Consumer Data Research Centre An ESRC Data Investment Professor Alex Singleton Department of Geography and Planning, University of Liverpool Consumer Data Research and Census Enumeration

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Consumer Data Research Centre An ESRC Data Investment

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http://maps.cdrc.ac.uk/#/geodemographics/iuc14/default/BTTTFTT/12/-1.8265/50.7308/ http://data.cdrc.ac.uk

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https://www.ﬂickr.com/photos/ bluesquarething/5512923662/

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http://www.alex-singleton.com/r/2014/02/05/2011-census-open-atlas-project-version-two/

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“What is needed is a solution which will pick out pattern from the detail, without loosing too much of the original information, and which will admit more detailed examination of parts of the pattern which become relevant to a particular issue or local area as and when required” Webber (1978, 275).

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http://www.google.co.uk/intl/en_uk/earth/ how?

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http://www.google.co.uk/intl/en_uk/earth/ 52: POORER FAMILIES, MANY CHILDREN, TERRACED HOUSING 51: YOUNG PEOPLE IN SMALL, LOW COST TERRACES 59: DEPRIVED AREAS AND HIGH- RISE FLATS 11: SETTLED SUBURBIA, OLDER PEOPLE Urban Adversity Afﬂuent Achievers

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http://esociety.publicproﬁler.org/

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http://esociety.publicproﬁler.org/ 250k views - afternoon released

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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"

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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"

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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"

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Distance to telephone exchange

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Distance to mobile mast http://siteﬁnder.ofcom.org.uk/ http://www.sharegeo.ac.uk/handle/10672/372

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Download Speeds

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% households with Internet connection

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% of people who mostly use mobile phone for internet access

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% Students

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Internet User Classiﬁcation

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An application in retail… • To what extent are retail centres exposed to populations with variable engagement in online retail

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What do you need to know? • Estimate of those people likely to visit a retail centre • Inﬂuences on the level and type of engagement of such populations • The composition of the retail centre

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Online&sales& Supply&factors& Demand&factors& Retail/Service& Oﬀer& Catchments& &Demographics& Retail& e

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Catchment Estimates LSOA (i) A - attractiveness D - distance Retail Centre (j) L LDC Pij = A↵ j D sj ij Pn j=1 A↵ j D sj ij Large, Medium, Small (s)

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75%

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Internet User Classiﬁcation: Work in Progress • National extent • Integration of multiple consumer data • Actual use / spend