The Past, Present, and Future of Geodemographic Research in the United States and United Kingdom
Alexander D. Singleton; Seth E. Spielman (2014). The Professional Geographer, 66(4), 558-567. DOI: 10.1080/00330124.2013.848764
Abstract
This article presents an extensive comparative review of the emergence and application of geodemographics in both the United States and United Kingdom, situating them as an extension of earlier empirically driven models of urban socio-spatial structure. The empirical and theoretical basis for this generalization technique is also considered. Findings demonstrate critical differences in both the application and development of geodemographics between the United States and United Kingdom resulting from their diverging histories, variable data economies, and availability of academic or free classifications. Finally, current methodological research is reviewed, linking this discussion prospectively to the changing spatial data economy in both the United States and United Kingdom.
Extended Summary
This research examines how geodemographic classification systems have evolved differently in the United States and United Kingdom, exploring their origins, applications, and future prospects. Geodemographics organise geographical areas into categories based on shared socioeconomic characteristics, creating neighbourhood typologies used for marketing, public policy, and research purposes. The study traces the development of geodemographics from their theoretical foundations in 1920s human ecology and social area analysis through to contemporary applications. Using extensive literature reviews and comparative analysis of classification systems available in 2012, the research reveals significant differences between American and British geodemographic markets. In the United Kingdom, a diverse ecosystem exists with classifications ranging from major commercial providers like Experian and CACI to smaller enterprises and free academic alternatives. The UK market features more hierarchical complexity, with many systems offering three levels of classification compared to the typical two levels found in American systems. British classifications also operate at finer geographical scales, typically using output areas of 100-4,000 people versus American block groups of 600-3,000 people. Academic engagement differs markedly between countries, with the UK producing 68 relevant publications compared to 30 in the United States. This disparity stems partly from the greater availability of free geodemographic systems in Britain, including academic classifications corresponding to each decennial census since 1981. Health applications dominate in both countries, followed by retail, education, and policy applications. The research identifies theoretical challenges facing geodemographics, particularly questions about whether these systems reflect genuine social divisions or merely statistical patterns in data. Commercial systems validate themselves against consumption behaviours, raising questions about the relationship between social class and consumer patterns. Looking forward, both countries face challenges from changing census practices and data availability. The United States has replaced its traditional long-form census with the American Community Survey, whilst the UK considers alternatives to traditional enumeration through its ‘Beyond 2011’ consultation. These changes threaten the comprehensive demographic data that geodemographic systems have historically relied upon. The study argues that future geodemographic development will likely depend more heavily on linked administrative data and commercial databases, potentially improving discriminatory power whilst raising new questions about data quality and accessibility. This research provides crucial insights for geographers, marketers, and policymakers about how neighbourhood classification systems have evolved and their prospects in an era of changing data landscapes.
Key Findings
- The UK geodemographic market shows greater diversity with more small-to-medium enterprises and free academic classifications than the US market.
- British geodemographic systems typically operate at finer geographical scales and feature three hierarchical levels compared to two in American systems.
- Academic engagement with geodemographics is significantly higher in the UK, with 68 publications compared to 30 in the United States.
- Health applications dominate geodemographic usage in both countries, followed by retail, education, and public policy applications.
- Future geodemographic development faces challenges from changing census practices and may increasingly rely on linked administrative and commercial data sources.
Citation
@article{singleton2014past,
author = {Alexander D. Singleton; Seth E. Spielman},
title = {The Past, Present, and Future of Geodemographic Research in the United States and United Kingdom},
journal = {The Professional Geographer},
year = {2014},
volume = {66(4)},
pages = {558-567},
doi = {10.1080/00330124.2013.848764}
}