Social media data shed light on air-conditioning interest of heat-vulnerable regions and sociodemographic groups

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http://eprints.org/relation/isVersionOf https://pure.iiasa.ac.at/id/document/101303 http://eprints.org/relation/isVolatileVersionOf https://pure.iiasa.ac.at/id/document/101303 http://eprints.org/relation/issmallThumbnailVersionOf https://pure.iiasa.ac.at/id/document/101303 archive 2 disk0/00/01/87/33 2023-04-22 08:05:38 2024-09-09 12:50:40 2023-04-22 08:05:38 article show Eker S. 2173 0000-0003-2264-132X Mastrucci A. 2129 0000-0002-5611-7780 Pachauri S. 1816 0000-0001-8138-3178 van Ruijven B. 92197 0000-0003-1232-5892 Social media data shed light on air-conditioning interest of heat-vulnerable regions and sociodemographic groups pub ECE S3 TISS Cooling homes with air conditioners is a vital adaptation approach, but the wider adoption of air conditioners can increase hydrofluorocarbon emissions that have high global warming potential and carbon emissions as a result of more fossil energy consumption. The scale and scope of future cooling demand worldwide are, however, uncertain because the extent and drivers of air-conditioning adoption remain unclear. Here, using 2021 and 2022 Facebook and Instagram data from 113 countries, we investigate the usability of social media advertising data to address these data gaps in relation to the drivers of air-conditioning adoption. We find that social media data might represent air-conditioning purchasing trends. Globally, parents of small children and middle-aged, highly educated married or cohabiting males tend to express greater interest in air-conditioning adoption. In regions with high heat vulnerability yet little empirical data on cooling demand (e.g., the Middle East and North Africa), these sociodemographic factors play a more prominent role. These findings can strengthen our understanding of future cooling demand for more sustainable cooling management. 2023-04-21 Cell Press doi:10.1016/j.oneear.2023.03.011 2953 2872 222 3102 public One Earth 6 4 428-440 TRUE 25903322 info:eu-repo/semantics/article