AbstractWe 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
![Private traits and attributes are predictable from digital records of human behavior](https://cdn-ak-scissors.b.st-hatena.com/image/square/1615f036e7bcddcacb4274016eb85e6742b5a9f0/height=288;version=1;width=512/https%3A%2F%2Fwww.pnas.org%2Fcontent%2F110%2F15%2F5802%2FF1.large.jpg)