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Study Indicates “Likes” Reveal Personal Data

SOCIAL NETWORKING

March 13, 2013

Research from England’s University of Cambridge indicates a person’s political leanings, age, gender and sexual orientation can be deciphered by studying their Facebook “Likes,” Forbes reports. The study is based on data from 58,000 Facebook users who volunteered. “The model correctly discriminates between homosexual and heterosexual men in 88 percent of cases, African Americans and Caucasian Americans in 95 percent of cases and between Democrat and Republic in 85 percent of cases,” the authors say, adding, the ability to predict individuals’ attributes based on behavior may have negative implications “because it can be easily applied to large numbers of people without obtaining their individual consent and without them noticing.”
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