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

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 socio-demographic factors play a more prominent role. These findings can strengthen our understanding of future cooling demand for more sustainable cooling management.