Researchers found that 73 percent of ad impressions for 92 percent of users are correctly aligned with their demographic profiles. Researchers also found that, based on ads shown, a mobile app developer could learn a user’s:
gender with 75 percent accuracy,
parental status with 66 percent accuracy,
age group with 54 percent accuracy, and
could also predict income, political affiliation, marital status, with higher accuracy than random guesses.