Demographic prediction based on user's browsing behavior

Demographic information plays an important role in personalized web applications. However, it is usually not easy to obtain this kind of personal data such as age and gender. In this paper, we made a first approach to predict users' gender and age from their Web browsing behaviors, in which the Webpage view information is treated as a hidden variable to propagate demographic information between different users. There are three main steps in our approach: First, learning from the Webpage click-though data, Webpages are associated with users' (known) age and gender tendency through a discriminative model; Second, users' (unknown) age and gender are predicted from the demographic information of the associated Webpages through a Bayesian framework; Third, based on the fact that Webpages visited by similar users may be associated with similar demographic tendency, and users with similar demographic information would visit similar Webpages, a smoothing component is employed t...

• Type: Conference
• Year: 2007
• Where: WWW
• Authors: Jian Hu, Hua-Jun Zeng, Hua Li, Cheng Niu, Zheng Chen
• Keywords: Internet Technology, Keywords Demographic Prediction, Similar Demographic Information, Similar Demographic Tendency, WWW 2007