Predicting age and gender from network telemetry: Implications for privacy and impact on policy

Abstract

The systematic monitoring of private communications through the use of information technology pervades the digital age. One result of this is the potential availability of vast amount of data tracking the characteristics of mobile network users. Such data is becoming increasingly accessible for commercial use, while the accessibility of such data raises questions about the degree to which personal information can be protected. Existing regulations may require the removal of personally-identifiable information (PII) from datasets before they can be processed, but research now suggests that powerful machine learning classification methods are capable of targeting individuals for personalized marketing purposes, even in the absence of PII. This study aims to demonstrate how machine learning methods can be deployed to extract demographic characteristics. Specifically, we investigate whether key demographics—gender and age—of mobile users can be accurately identified by third parties using deep learning techniques based solely on observations of the user’s interactions within the network. Using an anonymized dataset from a Latin American country, we show the relative ease by which PII in terms of the age and gender demographics can be inferred; specifically, our neural networks model generates an estimate for gender with an accuracy rate of 67%, outperforming decision tree, random forest, and gradient boosting models by a significant margin. Neural networks achieve an even higher accuracy rate of 78% in predicting the subscriber age. These results suggest the need for a more robust regulatory framework governing the collection of personal data to safeguard users from predatory practices motivated by fraudulent intentions, prejudices, or consumer manipulation. We discuss in particular how advances in machine learning have chiseled away a number of General Data Protection Regulation (GDPR) articles designed to protect consumers from the imminent threat of privacy violations.