Mobility Data by Unacast
What is Mobility Data and how is it created?
Mobility data is generated through selected undisclosed mobile apps. Typically, when a user agrees to allow a mobile app to use their location, then the app shares with aggregators, Unacast or developers the anonymized GPS location and the time of the event anytime it is being used. In the case of communicating with developers, the data are further bought by Unacast.
The distribution of the data varies based on countries and the users, their gender, age or regions. Penetration of the data is more substantial where more smartphones with the selected app are being used; cities have it better than small towns. An important role is also played by personal data protection law, which is generally more variable in American or Asian countries than in Europe.
The advantage of mobility data is a very high positioning accuracy due to a GPS module. 98% of the data is determined with an accuracy of better than 25 m, even in built-up areas.
The so-called "Raw data" contains a standard set of information “events” among providers. An "event" is a single record in a database containing:
- Unique device ID (across vendors)
- GPS coordinates
Other attributes such as coordinate accuracy, device type, device operating system, etc. Individual details vary by supplier.
Data is anonymized in accordance with GDPR. Therefore, they do not contain any personal data, not even about the age or gender of the owner of the facility.