Third Places and Art Spaces: Using Web Activity to Differentiate Cultural Dimensions of Entrepreneurship Across U.S. Regions
We use unconventional data to assess regional entrepreneurial activitytogether with regional variations in personality (or culture) driving differencesin business formation as advanced by Obschonka et al. (2015). In this paper,we expand recent research using virtually contemporaneous, andgeographically granular, user online activity to estimate a region’s proclivityfor entrepreneurship. We assess the statistical relationships between businessformation, operationalized as establishment births, and the web activityassociated with a user’s interest in “third places” – informal gathering andmixing locations – and sites related to arts, music and design – “arts spaces.”We operationalize interest in and association with third places and arts spacesby the website activity geographically based in U.S. ZIP codes. Initiallydeveloped for marketing analytics, these data are derived by severalproprietary algorithms that create consumer profiles based on a person’spurchase interests, hobbies, activities or topical preferences as expressed byweb activity.Controlling for regional interest in entrepreneurship related web resources,we find that interest in third places and art spaces can explain more than halfof the variation in regional business formation. Establishing that regions witha high concentration of consumer interest in third places and art spaces mayattract the attention of would be entrepreneurs as desirable places to live, workand explore business opportunities may help address the critical missingingredient in regions with lower rates of start-ups and business growth.