Neural Demographic Prediction using Search Query

Abstract

Demographics of online users such as age and gender play an important role in personalized web applications. However, it is difficult to directly obtain the demographic information of online users. Luckily, search queries can cover many online users and the search queries from users with different demographics usually have some difference in contents and writing styles. Thus, search queries can provide useful clues for demographic prediction. In this paper, we study predicting users' demographics based on their search queries, and propose a neural approach for this task. Since search queries can be very noisy and many of them are not useful, instead of combining all queries together for user representation, in our approach we propose a hierarchical user representation with attention (HURA) model to learn informative user representations from their search queries. Our HURA model first learns representations for search queries from words using a word encoder, which consists of a CNN network and a word-level attention network to select important words. Then we learn representations of users based on the representations of their search queries using a query encoder, which contains a CNN network to capture the local contexts of search queries and a query-level attention network to select informative search queries for demographic prediction. Experiments on two real-world datasets validate that our approach can effectively improve the performance of search query based age and gender prediction and consistently outperform many baseline methods.