Real time geodemographics: New services and business opportunities (and risks) from analysing people in time and space

Abstract

Traditionally, geodemographics has been the description of people according to where they live, derived from the study of spatial information. New technologies such as GPS tracking and virtual worlds, however, provide an opportunity to describe people in much greater detail in terms of space and time. From the moment we wake up, our digital footprints provide a rich source of data for 'real time geodemographics', which can support some exciting new service and business opportunities — from pay-as-you-drive motor insurance to location-based social networking. This paper surveys the enabling technologies and illustrates what can be achieved with a series of case studies. We also examine the downside risks, especially the data protection and privacy issues that will impact public acceptance. Finally, we make a few predictions for how real time geodemographics will develop over the next few years. © 2008 Palgrave Macmillan Ltd.