Facebook-Likes und die Erkennbarkeit von Geschlecht, sexueller Orientierung etc.

Eine Studie hat überprüft, inwieweit aus den bei Facebook veröffentlichten Daten persönliche Informationen erlangt werden können:

We show that easily accessible digital records of behavior, Facebook Likes, can be used to automatically and accurately predict a range of highly sensitive personal attributes including: sexual orientation, ethnicity, religious and political views, personality traits, intelligence, happiness, use of addictive substances, parental separation, age, and gender. The analysis presented is based on a dataset of over 58,000 volunteers who provided their Facebook Likes, detailed demographic profiles, and the results of several psychometric tests. The proposed model uses dimensionality reduction for preprocessing the Likes data, which are then entered into logistic/ linear regression to predict individual psychodemographic profiles from Likes. The model correctly discriminates between homosexual and heterosexual men in 88% of cases, African Americans and Caucasian Americans in 95% of cases, and between Democrat and Republican in 85% of cases. For the personality trait “Openness,” prediction accuracy is close to the test–retest accuracy of a standard personality test. We give examples of associations between attributes and Likes and discuss implications for online personalization and privacy

Quelle:  Private traits and attributes are predictable from digital records of human behavior

Ausgewertet wurden die Likes auf verschiedene Seiten und daraus entsprechende Schlußfolgerungen hergeleitet. Hier etwas zu den Eigenschaften und den Wahrscheinlichkeiten, mit denen man sie ermitteln kann aus dem Spiegel:

Eigenschaft Trefferquote
Gebunden/Single 67 %
Zigarettenraucher 73 %
Trinkt Alkohol 70 %
Drogenkonsument 65 %
Weiß/Afroamerikaner 95 %
Christ/Moslem 82 %
Demokrat/Rebublikaner 85 %
Schwuler/heterosexueller Mann 88 %
Lesbische/heterosexuelle Frau 75 %
Geschlecht 93 %

Interessant dabei ist natürlich, welche Art der Like aussagekräftig waren:

Predictive Power of Likes. Individual traits and attributes can be predicted to a high degree of accuracy based on records of users’ Likes. Table S1 presents a sample of highly predictive Likes related to each of the attributes.

For example, the best predictors of high intelligence include “Thunderstorms,” “The Colbert Report,” “Science,” and “Curly Fries,” whereas low intelligence was indicated by “Sephora,” “I Love Being A Mom,” “Harley Davidson,” and “Lady Antebellum.”

Good predictors of male homosexuality included “No H8 Campaign,” “Mac Cosmetics,” and “Wicked The Musical,” whereas strong predictors of male heterosexuality included “Wu-Tang Clan,” “Shaq,” and “Being Confused After Waking Up From Naps.” Although some of the Likes clearly relate to their predicted attribute, as in the case of No H8 Campaign and homosexuality, other pairs are more elusive; there is no obvious connection between Curly Fries and high intelligence. Moreover, note that few users were associated with Likes explicitly revealing their attributes. For example, less than 5% of users labeled as gay were connected with explicitly gay groups, such as No H8 Campaign, “Being Gay,” “Gay Marriage,” “I love Being Gay,” “We Didn’t Choose To Be Gay We Were Chosen.” Consequently, predictions rely on less informative but more popular Likes, such as “Britney Spears” or “Desperate Housewives” (both moderately indicative of being gay)

Die komplette Auswertung ist sicherlich interessant. Es ist schon interessant, dass das Mögen eines Musicals ganz stereotyp eher durch Homosexuelle erfolgt

Hier ist eine  Tabelle dazu:

Dort zu Gender:

Facebook Gender

Facebook Gender

Also Computerspiele, Kriegsfernsehserien und Sport bei Männern und Schuhe, Mode, shoppen bei den Frauen.

Facebook Homosexualität

Facebook Homosexualität

Auch einiges Klischeehaftes dabei. Bei den heterosexuellen Männern Sport, bei den Homosexuellen Männern Gesang und Mode. Bei den homosexuellen Frauen verhältnismäßig direkte Zusammenhänge zur Homosexualität. Interessant vielleicht der Hinweis, dass man nicht schwanger ist. Bei den heterosexuellen Frauen interessanterweise Wrestling

Einige sind also nicht wirklich überraschend und recht eindeutig. Andere sind recht klischeehaft.

Hier kann man übrigens selbst etwas über sich herausfinden, wenn man ein Facebookprofil hat