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Why Liking Curly Fries Means You’re Smart

In a study published this week that is sure to reignite Facebook’s privacy fire, researchers have shown that Facebook users unwittingly reveal everything about themselves through their likes.

The study, funded by Boeing and Microsoft Research, shows that Facebook can be used to accurately predict a wide range of personal characteristics, including sexual orientation, ethnicity, religion, political views, personality traits, substance use, and age and gender. It can even tell researchers if your parents divorced by the time you were 21.

The average person has 170 likes on their profile, and this shows how based on the information that person provides online, an automatic and accurate estimate of what that person is like is developed.

While the same can be said for a person’s Google history, web browsing, or Twitter subscriptions, the only difference is that Facebook likes are now publicly available by default.

58,466 volunteers participated in the study, offering their Facebook like data obtained through the Facebook application.

The study was able to correctly predict if:

  • 95% of cases were African American or Caucasian American
  • 93% of cases were female or male
  • 82% of the cases were Christian or Muslim
  • 67% of the cases were single or in a relationship
  • 73% of the cases were smokers or non-smokers
  • 65% of cases were drug users or not
  • In 60% of cases, the users’ parents were separated by the age of 21

He goes on to show that personality traits were a little more difficult to predict accurately, as they were only able to predict correctly:

  • Emotional stability of users in 30% of cases
  • Openness of users in 43% of cases
  • User satisfaction with life in 17% of cases

The researchers say it’s difficult to separate long-term happiness from fluctuating mood swings on Facebook to explain the poorer accuracy of the “life satisfaction” trait.

People post less when they’re happy, but give them a complaint and they’re off like a rocket.

It also showed that those who liked “Hello Kitty” tended to have a high level of openness and emotional stability.

They have created a website where users can try personality traits at youarewhatyoulike.com.

With Facebook’s “like” button adorning almost every website (and growing), it can be hard to avoid the allure of clicking. like to express your feelings.

Interestingly, the study shows how individual preferences and traits are related. For example, they found that the best predictors of high intelligence were “thunderstorms,” “curly potatoes,” and The Colbert Report. Good predictors of male homosexuality are “No H8 Campaign”, “Mac Cosmetics” and “Wicked the Musical”. Liking ‘Britney Spears’ and ‘Desperate Housewives’ was seen as a moderate indication of gayness, while those who liked ‘Being Confused After Waking Up From Nap’ were more likely to be straight men.

It will be interesting to see if, as the study progresses, businesses begin to tailor their ads and services more to the individual rather than the whole, and how the publication of the study will further the debate about privacy in the digital age.

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