The Geodemographic Classification of Interactivity for Greater London

Geodemographic classifications have been traditionally used to characterise individuals based on where they live or work. As a further contribution to understanding how social systems function, their scope is extensible to incorporating human interactivity, that is the generalised activity patterns of the population beyond night-time residence or workplace. This is enabled by dynamic sources of data such as GPS in-app mobile phone location data, creating the possibility of incorporating such data and gaining a more holistic understanding of the day-to-day activities and interactions of individuals. This paper therefore develops the geodemographic classification of interactivity for Greater London, using a combination of data sources, including census 2021 data and GPS in-app mobile phone location data.