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Your Facebook profile exposes your intimate secrets: Research
Using a dataset of more than 58,000 U.S. Facebook users, University of Cambridge researchers predicted race, age, IQ, sexuality, personality, substance use and political views using Likes alone.
New research, published today in the journal PNAS, shows that surprisingly accurate estimates of Facebook users’ race, age, IQ, sexuality, personality, substance use and political views can be inferred from automated analysis of only their Facebook Likes – information currently publicly available by default.
In the study, researchers describe Facebook Likes as a “generic class” of digital record – similar to web search queries and browsing histories – and suggest that such techniques could be used to extract sensitive information for almost anyone regularly online.
Researchers at Cambridge’s Psychometrics Centre, in collaboration with Microsoft Research Cambridge, analysed a dataset of over 58,000 US Facebook users, who volunteered their Likes, demographic profiles and psychometric testing results through the myPersonality application.
Users opted in to provide data and gave consent to have profile information recorded for analysis. Facebook Likes were fed into algorithms and corroborated with information from profiles and personality tests.
Researchers created statistical models able to predict personal details using Facebook Likes alone. Models proved 88% accurate for determining male sexuality, 95% accurate distinguishing African-American from Caucasian American and 85% accurate differentiating Republican from Democrat. Christians and Muslims were correctly classified in 82% of cases, and good prediction accuracy was achieved for relationship status and substance abuse – between 65 and 73%.
But few users clicked Likes explicitly revealing these attributes. For example, less that 5% of gay users clicked obvious Likes such as Gay Marriage. Accurate predictions relied on ‘inference’ – aggregating huge amounts of less informative but more popular Likes such as music and TV shows to produce incisive personal profiles.
Even seemingly opaque personal details such as whether users’ parents separated before the user reached the age of 21 were accurate to 60%, enough to make the information “worthwhile for advertisers”, suggest the researchers.
While they highlight the potential for personalised marketing to improve online services using predictive models, the researchers also warn of the threats posed to users’ privacy. They argue that many online consumers might feel such levels of digital exposure exceed acceptable limits – as corporations, governments, and even individuals could use predictive software to accurately infer highly sensitive information from Facebook Likes and other digital ‘traces’.
The researchers also tested for personality traits including intelligence, emotional stability, openness and extraversion. While such latent traits are far more difficult to gauge, the accuracy of the analysis was striking. Study of the openness trait – the spectrum of those who dislike change to those who welcome it – revealed that observation of Likes alone is roughly as informative as using an individual’s actual personality test score.
Some Likes had a strong but seemingly incongruous or random link with a personal attribute, such as Curly Fries with high IQ, or That Spider is More Scared Than U Are with non-smokers.
When taken as a whole, researchers believe that the varying estimations of personal attributes and personality traits gleaned from Facebook Like analysis alone can form surprisingly accurate personal portraits of potentially millions of users worldwide.
They say the results suggest a possible revolution in psychological assessment which – based on this research – could be carried out on an unprecedented scale without costly assessment centres and questionnaires.
“We believe that our results, while based on Facebook Likes, apply to a wider range of online behaviours.” said Michal Kosinski, Operations Director at the Psychometric Centre, who conducted the research with his Cambridge colleague David Stillwell and Thore Graepel from Microsoft Research.
“Similar predictions could be made from all manner of digital data, with this kind of secondary ‘inference’ made with remarkable accuracy – statistically predicting sensitive information people might not want revealed. Given the variety of digital traces people leave behind, it’s becoming increasingly difficult for individuals to control.
“I am a great fan and active user of new amazing technologies, including Facebook. I appreciate automated book recommendations, or Facebook selecting the most relevant stories for my newsfeed,” said Kosinski. “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.”
“Just the possibility of this happening could deter people from using digital technologies and diminish trust between individuals and institutions – hampering technological and economic progress. Users need to be provided with transparency and control over their information.”
Thore Graepel from Microsoft Research said he hoped the research would contribute to the on-going discussions about user privacy: “Consumers rightly expect strong privacy protection to be built into the products and services they use and this research may well serve as a reminder for consumers to take a careful approach to sharing information online, utilising privacy controls and never sharing content with unfamiliar parties.”
David Stillwell from Cambridge University added: “I have used Facebook since 2005, and I will continue to do so. But I might be more careful to use the privacy settings that Facebook provides.”
Source: Press Release University of Cambridge
Solan—In a shocking incident on Monday, an 18-year-old youth, Pravesh, survived a vicious leopard attack in Sarli village of Arki subdivision. The teenager reportedly fought the leopard for nearly 12 minutes before breaking its jaw, killing the animal on the spot.
Quick Thinking Saved His Life
Pravesh told the media that he was walking from the fields to a nearby shop in the morning to fetch milk when the leopard, hidden in the crops, lunged at him. Noticing the leopard’s tail, he attempted to run but fell after a short distance. During the attack, he covered his neck with his hands to protect himself from fatal bites.
The teenager continued to struggle with the leopard, repeatedly attempting to put distance between himself and the predator. In a desperate move, he grabbed the leopard by its mouth, twisted its jaw, and broke it, killing the animal instantly. Pravesh sustained multiple injuries, including deep claw marks, and is currently receiving treatment at Arki Hospital. Police and forest department teams have launched an investigation into the incident.
Serious Allegations of HP Forest Department’s Negligence
One of Pravesh’s relatives accused the forest department of negligence, noting that similar attacks had occurred in the area previously.
Earlier, a leopard had attempted to attack a scooter rider, who managed to escape. The family said they had informed the forest department on March 6 about potential danger, but no concrete action was taken. Villagers waited for three hours for a forest team to arrive, but none came. When the Block Officer eventually visited, he reportedly told villagers to ensure their own safety. Requests for cages to capture the leopard were also denied, with officials asking for written complaints instead.
SHIMLA | 7 August 2025 –The India Meteorological Department (IMD) has forecast light to moderate rainfall across Himachal Pradesh over the next two weeks, with isolated heavy to very heavy showers likely over the low hills, plains, and adjoining mid-hill regions. While the ongoing monsoon remains vital for agriculture, it also brings an elevated risk of localized flooding and landslides.
Week of August 8–14
Maximum temperatures will range from 22°C to 34°C, depending on elevation—22°C to 28°C in high hills, 26°C to 30°C in mid-hills, and up to 34°C in lower regions. Minimum temperatures are expected to remain near normal, between 12°C and 24°C. Cooler conditions may persist in districts like Kullu and Lahaul-Spiti.
Week of August 15–21
Similar rainfall patterns are expected to continue, with scattered heavy rain episodes. Temperature trends will remain stable, though slightly below-normal maximum temperatures are likely in parts of Lahaul-Spiti, Mandi, Kangra, and Kullu districts.
Outlook for Late August
Rainfall is expected to remain broadly normal, with region-specific variations. Districts such as Kinnaur, Shimla, and Sirmaur may see below-normal precipitation, while Una, Kangra, Hamirpur, Bilaspur, and Solan are likely to receive above-average rainfall. Both maximum and minimum temperatures are forecast to stay close to seasonal norms.
Officials at the Meteorological Centre in Shimla have urged residents and local authorities to remain alert for sudden heavy downpours, which could disrupt road connectivity and trigger landslides—especially along vulnerable hillside routes. Past monsoon episodes have blocked key highways, including routes between Mandi and Kullu and near Banjar, underscoring the ongoing challenges in the region.
This advisory comes as Himachal Pradesh continues to face the dual pressures of sustaining its agriculture-dependent economy while managing the life and infrastructure risks posed by an active monsoon. Continued vigilance and preparedness remain crucial.
SHIMLA | 7 August 2025 –Himachal Pradesh continues to deal with the impacts of the 2025 monsoon season, reporting extensive property damage, loss of lives, and widespread disruptions across the state. According to the official reports from the State Emergency Operations Centre (SEOC), the Department of Revenue, and the India Meteorological Department, from June 20 to August 6, 2025, heavy monsoon rains caused significant damage across multiple districts:
- Casualties: 199 deaths due to landslides, flash floods, cloudbursts, drowning, lightning, electrocution, and accidents; 304 injuries reported.
- Property Loss: Extensive damage to houses (both pucca and kaccha), shops, factories, labor sheds, animal shelters, and substantial crop losses in agriculture and horticulture.
- Public Infrastructure: Over ₹1,900 crore in damages to roads (including PWD), power supply, health, education, fisheries, rural and urban development, and animal husbandry.
Most affected districts include Mandi, Kangra, and Hamirpur, with severe crop and infrastructure losses.
Additionally, 91 deaths occurred due to monsoon-related road accidents.
Public Utilities and Infrastructure Disruptions
The SEOC report dated August 7, 2025, highlights ongoing disruptions:
- Roads Blocked: About 493 major roads and 3 national highways (NH-305, NH-21, NH-05) remain blocked by landslides and floods.
- Power Supply: Disruption of 1,120 distribution transformers (DTRs).
- Water Supply: 245 water schemes affected, threatening access to potable water for communities.
Key blockages include NH-21 between Mandi and Kullu and NH-305 near Banjar and Jhed.
Weather Forecast and Warnings
The India Meteorological Department’s forecast valid from August 7, 2025, includes:
- Isolated heavy rainfall expected throughout the week.
- Thunderstorms and lightning predicted in isolated areas.
- Minimum temperatures near normal or slightly below.
- Maximum temperatures showing a moderate increase.
The public is urged to remain vigilant due to the risks of further landslides and flash floods.
Himachal Pradesh remains vulnerable as the monsoon season continues, with thousands affected by damage, displacement, and disruption of essential services. Authorities are continuing with rescue and recovery operations and are urging residents to stay alert to the ongoing adverse weather. This situation highlights the pressing need for enhanced infrastructure and disaster management strategies to mitigate monsoon-related risks.
Himachal’s LPG Supply Hit Amid Global Tensions, Likely to Affect Hospitality Industry
Himachal Teen Survives 12-Minute Leopard Attack, Kills Predator in Self-Defense
Weather Forecast for Himachal Pradesh For the Next Two Weeks
Monsoon 2025: Himachal Pradesh Suffers 199 Casualties, Over ₹1,905.50 Cr in Damages
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