Big data enables researchers to closely follow the behavior of large groups of individuals by using high-frequency digital traces. However, these digital traces often lack context, and it is not always clear what is measured. In contrast, data from ethnographic fieldwork follows a limited number of individuals but can provide the context often lacking from big data. Yet, there is an under-explored potential in combining ethnographic data with big data and other digital data sources. This paper presents ways that quantitative research designs can combine big data and ethnographic data and account for the synergies that such combinations can provide. We highlight the differences and similarities between ethnographic data and big data, focusing on the three dimensions: individuals, depth of information, and time. We outline how ethnographic data can validate big data by providing a “ground truth” and complement it by giving a “thick description.” Further, we lay out ways that analysis carried out using big data could benefit from collaboration with ethnographers, and we discuss the potential within the fields of machine learning and causal inference.

Evidence links greenspace exposure with restorative benefits to cognition and well-being, yet nature contact is declining for younger demographics. Although natural settings have been shown to restore the capacity to inhibit distracting stimuli, it remains unknown whether smartphone attention capture disrupts nature contact. Here, we analyzed ~2.5 million observations of logged smartphone use, texting, calling, and environmental exposures for 701 young adults over 2 years. Participants’ weekly smartphone screen-time was over double their green-time. The relationship between greenspace exposure and smartphone activity differed by exposure dose, type, and mobility state. Calling and texting increased during short recreational greenspace visits while all smartphone use declined over the first 3 hr in nature areas, suggesting that nature exposure may support digital impulse inhibition. Those with elevated baseline screen-time or green-time significantly reduced device use in nature, indicating that parts of the biosphere may provide a reprieve from the cybersphere for highly connected youth.