Apparently, Britain's Facebook community is composed mostly of vain, dishonest people, with new research from Intel finding that over half of the social network's UK users believe that appearing attractive is more important than coming across as intelligent online.
The study found that 56 per cent of Facebook users in the Isles rate good looks as a more valuable social media asset than cleverness, making for a marked contrast with the values expressed by respondents in other parts of the world.
In Europe and the Middle East, 61 per cent of those surveyed claimed that the content they shared and the status updates they logged were designed to make them appear more knowledgeable and astute, as opposed to trying to come across as Scunthorpe's answer to Brangelina.
Ultimately, the survey found that these digital falsehoods boil down to a desire to be different from our real life selves - one of the main reasons people social network to begin with, it seems, is to create a more agreeable version of the themselves. Intel dubs the more impressive online alter-egos people craft for themselves the "Ultra You."
"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.
Over half of those surveyed in the UK said they wanted to be more like their carefully designed social selves. Many people admitted that they lied to come across as more attractive, intelligent, or boisterous on the web - check out an old friend of this tech writer (top) for a crash course in digital divahood - with impressing others, finding partners, and covering up insecurities all ranking as reasons people employed social lies.
The research was presented via an infographic (below), and also found that nearly all Facebookers (91 per cent) feel some topics are best left in the material world.
Is your profile image Photoshopped? Do you only tweet when you're out on the town having a balll? Or are people who create alternative identities online the biggest saddos ever? ITProPortal wants to hear your reaction to Intel's research.