Gentrification – the process by which a deprived area becomes affluent – can be predicted by data from location-specific social media networks.
The Cambridge University study took data from location-specific social media networks, such as Facebook places and Foursquare, to show that the ‘poor to posh’ process can be identified when high levels of deprivation and social diversity are seen to develop in an area.
Predicting gentrification is more than a spike of social media users tweeting about Radio 4 programmes. It is data analysis of social media check-ins which reveal behaviours derived from the particular places that people go.
37,000 users and 42,000 venues in London were used to build a network of Foursquare places and Twitter visitors, totalling half a million check-ins over a ten-month period.
Researchers quantified the social diversity of various areas by distinguishing between places that:
- brought together strangers versus those brought together friends
- attracted diverse individuals as opposed to those attracting ‘regulars’