Facebook users' online behaviour reveals intimate details about their personality which could allow strangers to predict their sexuality, political views and religion, researchers have said.
Experts say that by studying "likes" - the system used to show approval on the social networking site - it is possible to accurately predict what a person is like in real life.
Whether it is drug users being more inclined to show approval for Big Momma's movies or people with high IQ showing a taste for curly fries, the patterns are not always immediately obvious to the untrained eye.
Michal Kosinski, operation director at the University of Cambridge's Psychometrics Centre, said: "We believe that our results, while based on Facebook Likes, apply to a wider range of online behaviours. Full story...
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Experts say that by studying "likes" - the system used to show approval on the social networking site - it is possible to accurately predict what a person is like in real life.
Whether it is drug users being more inclined to show approval for Big Momma's movies or people with high IQ showing a taste for curly fries, the patterns are not always immediately obvious to the untrained eye.
Michal Kosinski, operation director at the University of Cambridge's Psychometrics Centre, said: "We believe that our results, while based on Facebook Likes, apply to a wider range of online behaviours. Full story...
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