chapter  5
18 Pages

Web search histories and personality

WithBarrie Gunter

This chapter examines there are two broad categories of human profiling. One of these is concerned with establishing consistent and powerful links between web search patterns and personality characteristics. The other approach involves picking up whatever information is available from following online search behaviours on the World Wide Web or within the environments of online social network sites and then to link data to other data individuals have supplied about themselves. Young people and old people showed different web site preferences as did men and women and web searchers of different educational and income levels. Web searchers from a particular ethnic group were targeting web sites designed for their specific ethnic communities. From the early days of the Internet and World Wide Web, as public resources, the role played by human personality attributes in shaping information search behaviour has been keenly investigated. Specific personality attributes seem to be strongly related to particular search behaviour patterns.