Facebook knows your secrets: ‘Likes’ reveal users’ personality
A study by the National Academy of Sciences examined 58,000
Facebook users in the US, who volunteered their likes, demographic
profiles and psychometric test results. Researchers managed to draw
“surprisingly accurate” findings about a given user’s race,
IQ, sexuality, substance use, personality and political views by
analyzing the topics and items they ‘liked,’ even if they set
strong privacy settings for their page.
The study’s authors developed an algorithm that uses Facebook
‘likes’ to create personality profiles, potentially revealing a
user's personality. Anyone with training in data analysis could be
able to derive such information, even if users had not explicitly
shared it, they explained.
As a result, researchers were able to predict whether men were
homosexual with 88 percent accuracy by their ‘like’ clicks on sites
related to gay marriage or same-sex relations. Preferences of music
and TV shows, for example, were also more revealing than users may
have imagined: Men who liked the musical TV show ‘Glee’ were more
likely to be gay, the study showed.
In 82 percent of cases, Christians and Muslims were correctly
identified among the volunteer profiles. And the study was
not only predictive of sexuality or religion, but also a user’s
Those with higher IQs tended to more frequently like ‘The
Colbert Report’ TV show, for example, or films like ‘The Godfather’
and ‘To Kill a Mockingbird.’ Those with lower IQs liked Harley
Davidsons and Bret Michaels of the rock band Poison.
Similarly accurate predictions were also made about users’
political views, and could even predict potential voting patterns
during elections, mapped to users’ relationship status, their
number of Facebook friends and a half-dozen other personality
“The important point is that, on one hand, it is good that
people’s behavior is predictable because it means Facebook can
suggest very good stories on your news feed,” South China
Morning Post quoted Michael Kosinsky, one of the academics behind
the study as saying.
While the study could be seen as a new step towards creating
more personalized content, it also highlighted the potential
threats to privacy posed by Facebook. “What is shocking is that
you can use the same data to predict your political views or your
sexual orientation. This is something most people don’t realize you
can do,” Kosinsky warned.
Similar profiles could be created using other digital data,
including Web searches, emails and mobile phone activity, according
to a co-author of the study: ``Your likes may be saying more
about you than you realize,'' David Sitwell, a Cambridge
University researcher said, according to AFP. "But you don't
realize that years later all those likes are building up against
Facebook declined to comment on the study.