1. An information processing apparatus, comprising: storing means for storing a previously calculated recommendation degree that indicates a degree to which a content is recommended for a user, the previously calculated recommendation degree being based on an existing user profile for the user and a content profile for the content; similarity degree calculation means for calculating, based on an update to an attribute of the user profile, a degree of similarity between the updated attribute of the user profile and a corresponding attribute of the content profile; recommendation degree variation calculation means for calculating, based on the degree of similarity, an amount of variation of the previously calculated recommendation degree due to the update to the attribute of the user profile; and recommendation degree calculation means for calculating an updated recommendation degree by adding the amount of variation due to the update to the attribute of the user profile to the previously calculated recommendation degree.