Study links Facebook ‘likes’ with personality traits

facebook_logo-300x99Facebook’s ‘likes’ could reveal the sexuality, political leanings and even your intelligence with an accuracy of between 65-95%. The study, created by Cambridge University, should will ring alarm bells for anyone who thinks that privacy settings are the solution to protecting information online.

The study, which used 58,000 volunteers, looked at Facebook “likes” and demographic information alongside provided psychometric testing results which are able to reveal personality traits.

The information was then fed into an algorithm which proved to be 88% accurate for determining male sexuality, 95% accurate in distinguishing African-American from Caucasian-American and 85% for differentiating Republican from Democrat. Christians and Muslims were correctly classified in 82% of cases and relationship status and substance abuse was predicted with an accuracy between 65% and 73%. Bizarrely, some strong but random links were found, such as Curly Fries with high IQ.

It is this sort of accuracy which shows that we need to seriously rethink how much data we are voluntarily sharing online. Sharing individual likes or pages might not seem hugely intrusive, but it allows individuals to be categorised and behaviour predicted in areas that are far more personal and sensitive than people realise.

Michael Kosinski, a lead researcher on the study, has said: “I appreciate automated book recommendations, or Facebook selecting the most relevant stories for my newsfeed. However, I can imagine situations in which the same data and technology is used to predict political views or sexual orientation, posing threats to freedom or even life”.

The researchers themselves have acknowledged that similar predictions could be made from “all manner of digital data” with remarkable accuracy, predicting sensitive information that many people would not want to be revealed. Given the number of “digital traces” that people leave behind, it is becoming increasingly difficult for individuals to control.

Internet users are right to expect a strong level of privacy protection to be built into services and this research serves as a stark reminder that this simply isn’t the case. It is this sort of accuracy that should serve as a reminder that we need to take a mindful approach to what we share online, utilising the privacy controls and never sharing content with unknown third parties.Yet again, it is clear the lack of transparency about how users’ data is being used will lead to entirely justified fears about our data being exploited for commercial gain.


  1. British-Muslims In Britain Today: The Truth | Jerusalem Group
    13th March 2013

    […] Study links Facebook ‘likes’ with personality traits […]

  2. Kings College London Report (Published Via The Guardian): EDL Exploiting Sex-Grooming Issue For Own Anti-Islam Agenda | Jerusalem Group
    13th March 2013

    […] [1] //… […]

  3. Anonymous
    13th March 2013

    Note to editor: Why is this news? Private sector? Yep; Voluntary? Yep.

    Not BBW news: must be a slow news day.

  4. Gary D Chance
    21st March 2013

    Facebook has disabled my “Likes” this week along with “Comments” that would normally appear on your Facebook page when I read Big Brother Watch. This occurred after my account was “Blocked” for 30 days a few days ago.

    There’s no reason for this, but there are malicious people using surveillance technology against me who seek to stop my postings on Facebook and group affiliation with Big Brother Watch.

    It’s a long story, but the short bit is the destruction of the freedom of expression. I’m sorry to post this “Comment” in the manner, but they seem to have overlooked this possibility for the moment.

    There is a danger here that goes way beyond abuse of personality traits. I’m trying to track this one down. Thanks for the Big Brother Watch posted Link. It’s been a big help. Now, to see what happens . . .

    I got the message for the above that you do not allow others to post on your timeline although I have in the past (2011) when I tried to “Share” this on your Big Brother Watch Facebook page. I’ve posted this on my timeline which will show your original post. I’m not sure if I can send this as a message yet.

    Big Brother Watch does not turn up as a “Message” recipient on Facebook. I’ve gone to the link and posted this here. Wow! See what abuse can be done if Facebook for some reason does not like what you “Like” and blocks as described above. Those using the surveillance technology said directly to me “A little taste of reality.”

    Now, my Disqus account will have this too.