Monday, April 23, 2018
Business

Study finds Facebook 'likes' reveal a lot about users

LONDON

Clicking those friendly blue "like" buttons strewn across the Web may be doing more than marking you as a fan of Coca-Cola or Lady Gaga.

It could out you as gay.

It might reveal how you vote.

It might even suggest that you're an unmarried introvert with a high IQ and a weakness for nicotine.

That's the conclusion of a study published Monday in Proceedings of the National Academy of Sciences. Researchers reported analyzing the likes of more than 58,000 U.S. Facebook users to make guesses about their personalities and behavior, and even whether they drank, smoked or did drugs.

Cambridge University researcher David Stillwell, one of the study's authors, said the results may come as a surprise.

"Your likes may be saying more about you than you realize," he said.

Facebook launched its like button in 2009, and the small thumbs-up symbol has since become ubiquitous on the social network and common across the rest of the Web, as well. Facebook said last year that roughly 2.7 billion new likes pour out onto the Internet every day — endorsing everything from pop stars to soda pop.

Stillwell and his colleagues scooped up a bucketful of that data in the way that many advertisers do — through apps. Millions of Facebook users have surveyed their own personal traits using applications including a program called myPersonality. Stillwell, as owner of the app, has received revenue from it, but declined to say how much.

The study zeroed in on the 58,466 U.S. test takers who had also volunteered access to their likes. When researchers crunched the "like" data and compared their results to answers given in the personality test, patterns emerged in nearly every direction.

The study found that Facebook likes were linked to sexual orientation, gender, age, ethnicity, IQ, religion, politics and cigarette, drug or alcohol use. The likes also mapped to relationship status, number of Facebook friends, as well as half a dozen different personality traits.

Some likes were more revealing than others. Researchers could guess whether users identified themselves as black or white 95 percent of the time. That success rate dropped to a still impressive 88 percent when trying to guess whether a male user was homosexual, and to 85 percent when telling Democrats from Republicans.

The linkages ranged from the self-evident to the surreal.

Men who liked TV song-and-dance sensation Glee were more likely to be gay. Men who liked professional wrestling were more likely to be straight. Drinking game aficionados were generally more outgoing than, say, fans of fantasy novelist Terry Pratchett. People who preferred pop diva Jennifer Lopez usually gathered more Facebook friends than those who favored the heavy metal sound of Iron Maiden.

Some of the patterns were difficult to understand: The link between curly fries and high IQ scores was particularly baffling.

Jennifer Golbeck, a University of Maryland computer scientist who wasn't involved in the study but has done similar work, endorsed its methodology, calling it smart and straightforward and describing its results as "awesome."

But she warned of what the work showed about privacy on Facebook. "You may not want people to know your sexual orientation or may not want people to know about your drug use," she said. "Even if you think you're keeping your information private, we can learn a lot about you."

Comments
Work starting on JW Marriott, but Water Street Tampa expects to have 10 buildings under way within a year

Work starting on JW Marriott, but Water Street Tampa expects to have 10 buildings under way within a year

TAMPA — Water Street Tampa marks the start of construction Tuesday on its first building, the posh JW Marriott hotel, but there’s a lot more to come.And soon.Within a year, developers said Monday, construction should be underway on 10 — 10! — of Wate...
Updated: 4 hours ago
Sears in Clearwater’s Countryside Mall to close in mid-July

Sears in Clearwater’s Countryside Mall to close in mid-July

CLEARWATER — The Westfield Countryside Mall Sears will close in mid-July as part of Sears Holdings’ latest store cuts, bringing the number of shuttering Kmarts and Sears to nearly 200.The store’s liquidation sale will begin on Friday, according to Se...
Updated: 4 hours ago
Foreclosure defense attorney Mark Stopa draws praise, criticism at penalty hearing

Foreclosure defense attorney Mark Stopa draws praise, criticism at penalty hearing

CLEARWATER — Homeowners from as far away as Texas and North Carolina crowded a Pinellas County courtroom Monday in support of embattled foreclosure defense attorney Mark Stopa. Facing possible disbarment for professional misconduct, Stopa also drew s...
Updated: 5 hours ago
Tampa workers accuse General Dynamics unit of underpaying

Tampa workers accuse General Dynamics unit of underpaying

TAMPA — The Tampa call center of a federal contractor is being accused of underpaying its employees. Workers for General Dynamics Information Technology filed wage theft complaints with the Department of Labor Monday, calling for an investigation int...
Updated: 5 hours ago
With lights from Toys R Us dimmed, sales plunge at Hasbro

With lights from Toys R Us dimmed, sales plunge at Hasbro

Associated PressNEW YORK — With its sales falling due to the liquidation of Toys R Us, Hasbro is looking for new places to sell Monopoly, My Little Pony and its other toys. Hasbro said Monday it will rely more on online sales, although it has also be...
Updated: 7 hours ago
Sears’ biggest shareholder offers to buy Kenmore brand

Sears’ biggest shareholder offers to buy Kenmore brand

Associated PressNEW YORK — Sears’ biggest shareholder appears to be pushing for a breakup of the 125-year-old company that has survived two world wars and the Great Depression. Chairman and CEO Edward Lampert — whose hedge fund has forwarded millions...
Updated: 8 hours ago
Lucky’s Market hosting job fairs in St. Petersburg ahead of June opening

Lucky’s Market hosting job fairs in St. Petersburg ahead of June opening

ST. PETERSBURG — Job fairs to fill more than 100 jobs open at Tampa Bay’s first Lucky’s Market start this week, the organic grocer announced on Monday. The grocery store, located at 6765 22nd Ave. N, is hosting hiring fairs Monday through Friday unti...
Updated: 8 hours ago
Swimmer Michael Phelps to headline Crystal Lagoon grand opening Saturday

Swimmer Michael Phelps to headline Crystal Lagoon grand opening Saturday

WESLEY CHAPEL — Olympic gold medalist Michael Phelps will splash down Saturday at the Crystal Lagoon in Wesley Chapel’s Epperson development.Phelps, a global ambassador for Crystal Lagoons, will appear at the grand opening of the first Crystal Lagoon...
Updated: 9 hours ago
Big visitor calls at Port Tampa Bay

Big visitor calls at Port Tampa Bay

TAMPA — The 750-foot-long Ireland, one of the biggest cargo vessels ever to call at Port Tampa Bay, arrived Sunday.The Ireland is on its inaugural voyage, having left a shipyard in China for a stop in Mexico’s Yucatan peninsula to pick up 64,865 shor...
Updated: 9 hours ago
Tampa Bay gas prices rocket 17 cents over a week

Tampa Bay gas prices rocket 17 cents over a week

Floridians are paying plenty at the pump for a combination of spring gas prices and high oil prices this week. Gas jumped 11 cents per gallon over the week in Florida, averaging $2.74 per gallon Monday, according to AAA, The Auto Club Group. That’s t...
Updated: 10 hours ago