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British Facebook users fixated on looks, study finds

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Facebook users in the UK are more concerned about how attractive they appear online than how intelligent they come across, a study has suggested.

Research conducted by Intel found that 56% of British social networking users believe that looks are more important, while the reverse was true on the continent.

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In Europe and the Middle East, 61% of those surveyed claimed that they would rather present themselves as intelligent with status updates and shared content than physically attractive.

More than half of respondents in the UK expressed a desire to be more like their social media selves in the real world, with many admitting to lying online to impress others. More than half of those being lied to claimed to know that this is the case.

"New technologies tend to magnify the contradictions in our behaviour. We want both to create a good impression with our peers and also complain about over-sharing. It takes time to find a balance," said Intel research director Genevieve Bell.

Of the UK users surveyed, 91% agreed that some topics are not appropriate to discuss on social networks.

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