Gender Profiling From a Single Snapshot of Apps Installed on a Smartphone: An Empirical Study

Abstract

The integration of the fifth generation (5G) networks and artificial intelligence (AI) benefits to create a more holistic and better connected ecosystem for industries. User profiling has become an important issue for industries to improve company profit. In the 5G era, smartphone applications have become an indispensable part in our everyday lives. Users determine what apps to install based on their personal needs, interests, and tastes, which is likely shaped by their genders-the behavioral, cultural, or psychological traits typically associated with their sex. It is possible to profile users' gender based simply on a single snapshot of apps installed on their smartphones. With this inference based on easy to access data, we can make smartphone systems more user-friendly, and provide better personalized products and services. In this article, we explore such possibilities through an empirical study on a large-scale dataset of installed app lists from 15 000 Android users. More specifically, we investigate the following research questions: 1) What differences between females and males can be explored from installed app lists? 2) Can user gender be reliably inferred from a snapshot of apps installed? Which snapshot feature(s) are the most predictive? What is the best combination of features for building the gender prediction model? 3) What are the limitations of a gender prediction model based solely on a snapshot of apps installed on a smartphone? We find significant gender differences in app type, function, and icon design. We then extract the corresponding features from a snapshot of apps installed to infer the gender of each user. We assess the gender predictive ability of individual features and combinations of different features. We achieve an accuracy of 76.62% and area under the curve of 84.23% with the best set of features, outperforming the existing work by around 5% and 10%, respectively. Finally, we perform an error analysis on misclassified users and discussed the implications and limitations of this article.