Navigation Links
Facebook 'Likes' Leave a Personal Trail, Study Warns
Date:3/12/2013

By Barbara Bronson Gray
HealthDay Reporter

MONDAY, March 11 (HealthDay News) -- It's relatively easy to learn a lot about Facebook users -- from their political views and gender to their intelligence, race and sexual orientation -- by following their clicks, new British research reports.

Just clicking that you "like" something on Facebook leaves a virtual but lasting fingerprint of who you are, information that can be gathered and analyzed by marketers, credit agencies, companies, potential employers, politicians or the government, the researchers said.

Facebook "likes" and other digital records, such as Google browsing histories, are easily retrievable and can be used to create an accurate and revealing portrait of a person, said Michal Kosinski, lead study author and operations director of the Psychometrics Center at the University of Cambridge in England.

"I can tell you with confidence that I can predict who you are without you telling me anything at all, just from your Facebook 'likes,'" he added.

Clicking "like" on Facebook postings allows users to publicly express their positive association with online content, such as Facebook pages of restaurants, products, photos, quotes, musicians, sports figures, actors, organizations and movies.

Most people are unaware they are leaving a highly personal information trail, Kosinski said. Unlike data that most people guard carefully -- such as medical history or financial information -- "liking" something on Facebook seems casual and relatively unimportant to the user. What's surprising is that sensitive inferences can be drawn by organizations from seemingly non-sensitive data, he said.

Sophisticated data-gathering operations can analyze just about any information someone shares, said Lillie Coney, associate director of the Electronic Privacy Information Center, a public interest research organization in Washington, D.C.

"The biggest problem for consumers is that they don't know when they click to think three or four steps ahead about how that information could potentially be used," explained Coney, who was not involved with the research.

The study, published March 11 in the journal PNAS, tapped data from "myPersonality," a popular Facebook app that provides users with online tests about their personality, intelligence, emotional stability and life satisfaction. Apps are easy-to-use web applications.

Among all the users of myPersonality, about 58,000 agreed to give the researchers access to their Facebook profile and social network data, including tests they took using myPersonality.

The researchers developed a mathematical model and correlated what they learned just by assessing the participants' "liking" behavior to what the researchers knew about the participants from their psychological tests and profiles.

Based just on Facebook "likes," the research model predicted:

  • Gender, 93 percent of the time
  • Race, (white versus black) with 95 percent accuracy
  • Sexual orientation, (gay 88 percent of the time, and lesbian 75 percent of the time)
  • Drug use, with 65 percent accuracy
  • Political affiliation (Democrat vs. Republican), 85 percent of the time
  • Religion, (Christian vs. Muslim) with 82 percent accuracy
  • Relationship status, (single or with someone) 67 percent of the time

The authors also found that the research model was almost as accurate as a short personality test would be in predicting the Facebook users' degree of openness to new experiences.

The critical aspect of the research model was that it amassed large amounts of seemingly innocuous information, such as favorite music or television shows, love of animals or interest in friends' photos, to pinpoint a participant's distinct characteristics, Kosinski said.

Coney said data brokers mine browsing histories and social media sites to link a wide range of information to individuals, and sell their assessments to potential employers, politicians and others.

"Somebody will pay to use this data; the accumulated 'likes' are something people can sell," Coney said. "And, unfortunately, nobody is sending you notice that somebody is using this information."

Kosinski said psychological assessment models like the one he created could be used to potentially mine data from millions of Facebook users worldwide.

Kosinksi, who said he enjoys using Facebook and other online resources, urges consumers to be careful. He added, "People should be aware that whatever they do online can be used to infer traits and personality aspects way beyond what they believe it can be used for. [Our research] shows this can happen."

He said he hopes his research will start a discussion that leads policy makers and consumers to modify the technology so users have control over the data they create.

His study received funding from Microsoft Research, where he works as a consultant, and the Boeing Corporation.

More information

Learn more about privacy issues in the information age from the Electronic Privacy Information Center.

SOURCE: Michal Kosinski, operations director, Psychometrics Center, University of Cambridge, and research consultant, Microsoft Research, Cambridge, England; Lillie Coney, associate director, Electronic Privacy Information Center, Washington, D.C.; March 11, 2013, PNAS


'/>"/>
Copyright©2012 ScoutNews,LLC.
All rights reserved  

Related medicine news :

1. More Families Seek Kidney Donations on Facebook
2. Who Has the Most Sway on Facebook?
3. Facebook Piano Contest Goes International and Viral
4. New Facebook app to detect pedophiles and criminals developed by Ben-Gurion U. researchers
5. Analyzing the Facebook Effect on organ and tissue donation
6. Could Facebook Be Making You Fat?
7. Is Facebook a factor in psychotic symptoms?
8. Eating or spending too much? Blame it on Facebook
9. Women's Excellence in Midwifery near Troy, MI is Now Accessible Via the World Wide Web and Facebook
10. Skillets & More Redesigns Its Facebook Page
11. Local Plastic Surgeon Fights Cancer via Facebook
Post Your Comments:
*Name:
*Comment:
*Email:
Related Image:
 Facebook 'Likes' Leave a Personal Trail, Study Warns
(Date:6/24/2016)... ... 24, 2016 , ... Marcy was in a crisis. Her son James, eight, was out of ... verbally and physically. , “When something upset him, he couldn’t control his emotions,” remembers Marcy. ... throw rocks at my other children and say he was going to kill them. ...
(Date:6/24/2016)... ... June 24, 2016 , ... ... micro-osteoperforation for accelerated orthodontic treatment. Dr. Cheng has extensive experience with all areas ... , AcceleDent, and accelerated osteogenic orthodontics. , Micro-osteoperforation is a revolutionary adjunct ...
(Date:6/24/2016)... ... June 24, 2016 , ... People across the U.S. are sharpening their pencils ... an essay contest in which patients and their families pay tribute to a genetic ... 2016 National Society of Genetic Counselors (NSGC) Annual Education Conference (AEC) this September. ...
(Date:6/24/2016)... Vegas, Nevada (PRWEB) , ... June 24, 2016 ... ... Las Vegas client, The Grove Investment Group (TGIG), has initiated cultivation and processing ... Grove, in Las Vegas and Pahrump, Nevada. , Puradigm is the manufacturer of ...
(Date:6/24/2016)... ... ... Venture Construction Group (VCG) sponsors Luke’s Wings 5th ... Woodmont Country Club at 1201 Rockville Pike, Rockville, Maryland, 20852. The event raised ... have been wounded in battle and their families. Venture Construction Group is a 2016 ...
Breaking Medicine News(10 mins):
(Date:6/24/2016)... June 24, 2016 Dehaier Medical Systems Ltd. ... which develops, markets and sells medical devices and wearable ... signed a strategic cooperation agreement with Hongyuan Supply Chain ... Chain") on June 20, 2016, to develop Dehaier,s new ... cooperation agreement, Dehaier will leverage Hongyuan Supply Chain,s sales ...
(Date:6/24/2016)... Research and Markets has announced the ... Tests" report to their offering. ... The World Market for Companion Diagnostics covers the ... analysis in the report includes the following: ... Kits) by Region (N. America, EU, ROW), 2015-2020 , ...
(Date:6/24/2016)... LEXINGTON, Mass. , June 24, 2016   ... specialty pharmaceutical company developing innovative inhaled drugs, announced today ... when Russell Investments reconstituted its comprehensive set ... 2016. "This is an important milestone for ... "It will increase shareholder awareness of our progress in ...
Breaking Medicine Technology: