Understanding the demographics of app users is crucial, for example, for app developers, who wish to target their advertisements more effectively. Our work addresses this need by studying the predictability of user demographics based on the list of a user's apps which is readily available to many app developers. We extend previous work on the problem on three frontiers: (1) We predict new demographics (age, race, and income) and analyze the most informative apps for four demographic attributes included in our analysis. The most predictable attribute is gender (82.3 accuracy), whereas the hardest to predict is income (60.3 accuracy). (2) We compare several dimensionality reduction methods for high-dimensional app data, finding out that an unsupervised method yields superior results compared to aggregating the apps at the app category level, but the best results are obtained simply by the raw list of apps. (3) We look into the effect of the training set size and the number of apps on the predictability and show that both of these factors have a large impact on the prediction accuracy. The predictability increases, or in other words, a user's privacy decreases, the more apps the user has used, but somewhat surprisingly, after 100 apps, the prediction accuracy starts to decrease.
Others have studied demographic prediction, e.g., based on website visits @cite_11 @cite_4 , social network features @cite_10 @cite_8 , call patterns @cite_2 , Twitter followers @cite_13 and profiles @cite_3 , and location data @cite_5 . Related to demographic prediction, @cite_7 investigate the predictability of personality traits based on apps and other smartphone usage features. There also was an app for predicting personality based on installed apps http: www. idigitaltimes.com what-do-your -apps-say -about-you-new-app-iphone-here-tell -you -410883 .
@cite_13 @cite_4 @cite_7 @cite_8 @cite_3 @cite_2 @cite_5 @cite_10 @cite_11
2292672935 2065130322 2950211925 2153803020
Understanding the demographics of app users is crucial, for example, for app developers, who wish to target their advertisements more effectively. Our work addresses this need by studying the predictability of user demographics based on the list of a user's apps which is readily available to many app developers. We extend previous work on the problem on three frontiers: (1) We predict new demographics (age, race, and income) and analyze the most informative apps for four demographic attributes included in our analysis. The most predictable attribute is gender (82.3 accuracy), whereas the hardest to predict is income (60.3 accuracy). (2) We compare several dimensionality reduction methods for high-dimensional app data, finding out that an unsupervised method yields superior results compared to aggregating the apps at the app category level, but the best results are obtained simply by the raw list of apps. (3) We look into the effect of the training set size and the number of apps on the predictability and show that both of these factors have a large impact on the prediction accuracy. The predictability increases, or in other words, a user's privacy decreases, the more apps the user has used, but somewhat surprisingly, after 100 apps, the prediction accuracy starts to decrease. Demographics are widely used in marketing to characterize different types of customers. However, in practice, demographic information such as age, gender, and location is usually unavailable due to privacy and other reasons. In this paper, we aim to harness the power of big data to automatically infer users' demographics based on their daily mobile communication patterns. Our study is based on a real-world large mobile network of more than 7,000,000 users and over 1,000,000,000 communication records (CALL and SMS). We discover several interesting social strategies that mobile users frequently use to maintain their social connections. First, young people are very active in broadening their social circles, while seniors tend to keep close but more stable connections. Second, female users put more attention on cross-generation interactions than male users, though interactions between male and female users are frequent. Third, a persistent same-gender triadic pattern over one's lifetime is discovered for the first time, while more complex opposite-gender triadic patterns are only exhibited among young people. We further study to what extent users' demographics can be inferred from their mobile communications. As a special case, we formalize a problem of double dependent-variable prediction-inferring user gender and age simultaneously. We propose the WhoAmI method, a Double Dependent-Variable Factor Graph Model, to address this problem by considering not only the effects of features on gender age, but also the interrelation between gender and age. Our experiments show that the proposed WhoAmI method significantly improves the prediction accuracy by up to 10 compared with several alternative methods. Many aspects of people's lives are proven to be deeply connected to their jobs. In this paper, we first investigate the distinct characteristics of major occupation categories based on tweets. From multiple social media platforms, we gather several types of user information. From users' LinkedIn webpages, we learn their proficiencies. To overcome the ambiguity of self-reported information, a soft clustering approach is applied to extract occupations from crowd-sourced data. Eight job categories are extracted, including Marketing, Administrator, Start-up, Editor, Software Engineer, Public Relation, Office Clerk, and Designer. Meanwhile, users' posts on Twitter provide cues for understanding their linguistic styles, interests, and personalities. Our results suggest that people of different jobs have unique tendencies in certain language styles and interests. Our results also clearly reveal distinctive levels in terms of Big Five Traits for different jobs. Finally, a classifier is built to predict job types based on the features extracted from tweets. A high accuracy indicates a strong discrimination power of language features for job prediction task. 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.