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You Are Where You Go: Inferring Demographic Attributes from Location Check-ins

Content Provider	ACM Digital Library
Author	Zhong, Yuan Zhang, Fuzheng Xie, Xing Yuan, Nicholas Jing Zhong, Wen
Abstract	User profiling is crucial to many online services. Several recent studies suggest that demographic attributes are predictable from different online behavioral data, such as users' "Likes" on Facebook, friendship relations, and the linguistic characteristics of tweets. But location check-ins, as a bridge of users' offline and online lives, have by and large been overlooked in inferring user profiles. In this paper, we investigate the predictive power of location check-ins for inferring users' demographics and propose a simple yet general location to profile (L2P) framework. More specifically, we extract rich semantics of users' check-ins in terms of spatiality, temporality, and location knowledge, where the location knowledge is enriched with semantics mined from heterogeneous domains including both online customer review sites and social networks. Additionally, tensor factorization is employed to draw out low dimensional representations of users' intrinsic check-in preferences considering the above factors. Meanwhile, the extracted features are used to train predictive models for inferring various demographic attributes. We collect a large dataset consisting of profiles of 159,530 verified users from an online social network. Extensive experimental results based upon this dataset validate that: 1) Location check-ins are diagnostic representations of a variety of demographic attributes, such as gender, age, education background, and marital status; 2) The proposed framework substantially outperforms compared models for profile inference in terms of various evaluation metrics, such as precision, recall, F-measure, and AUC.
Starting Page	295
Ending Page	304
Page Count	10
File Format	PDF
ISBN	9781450333177
DOI	10.1145/2684822.2685287
Language	English
Publisher	Association for Computing Machinery (ACM)
Publisher Date	2015-02-02
Publisher Place	New York
Access Restriction	Subscribed
Subject Keyword	Spatiality Demographics Prediction Location knowledge Temporality Tensor facotorization
Content Type	Text
Resource Type	Article

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3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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