DCI is a data project aiming to explore Europe through the lense of digital consumption. We combined and analyzed digital content usage patterns from Youtube, Spotify and Google Trends to uncover the digital cultures hiding under the European map.
Created with open data from:
Why do we need a Digital Culture Index?
#opensource
Tons of data, little meaning
Digital content consumption generates large amounts of data that gets richer every year. Yet we still find it difficult to process such data and capture the meanings and patterns behind it.
#digitallife
Importance of digital lives
We spend large parts of our lives in the digital realm. However, apart from digital channel statistics usage there is little that describes us in regards to our digital habits and preferences. DCI aims to contribute to this.
#digitalculture
Navigating Europe
We tend to think of Europe as a broad collection of cultures. We aim to show how alike and different people can be when we redraw the map based on our digital personalities, lifestyles and routines.
Explore the Digital Europe
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Digital personality dimension captures a country's mood and psychographic affinities by analyzing preferred musical content and its dimensions like energy, tempo, positivity and negativity.
Negative / High EnergyPositive / High EnergyNegative / Low EnergyCheerful / Low Energy -
Digital lifestyle captures a country's content preferences based on the most popular YouTube channels. It classifies content based on its origin (local versus international) and how common a country's preferred content is across all selected countries in the DCI (niche versus universal).
Niche / InternationalUniversal / InternationalNiche / LocalUniversal / Local -
Digital routines dimension captures a country's day-to-day interests and searches. It classifies Google Trends top searches by whether this content requires active engagement (e.g. checking for tools, education, games) or is passive (e.g. checking the weather, entertainment, news) and whether that content is meant for practical or entertainment purposes.
Passive / EntertainingActive / EntertainingPassive / PracticalActive / Practical
Explore the Digital Europe
Cultural patterns of Europe
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Discerning and selective, with a taste for content and products that have a global appeal yet are not mainstream. They value practicality and may respond well to specialized, high-quality, and culturally diverse offerings.
NicheVery internationalLow valencePractical -
Pragmatic and methodical audiences who prefer comprehensive and universally appealing content that doesn't necessarily excite or energize but informs and serves a clear practical purpose.
UniversalVery internationalVery PracticalLower energy & tempo -
Vibrant and culturally rich, with a preference for local, high-energy entertainment that resonates with their cultural context. They may prioritize fun and excitement in their media consumption.
More universalVery localVery entertaining -
Observers who enjoy entertainment from around the world but with a more passive engagement. They appreciate cultural content and might value depth and thoughtfulness.
InternationalEntertainingVery passive -
Rooted in their local culture and values, with a balanced approach to life that doesn't swing to extremes in terms of universal or niche interests, emotional expression, or energy levels. They may prefer content that is relatable to their everyday experiences and appreciate practicality that fits into a well-rounded lifestyle.
Local
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