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LAS VEGAS (CBS) — A new study conducted by chipmaker company Intel finds that British Facebook users are more concerned about looking physically attractive than appearing intelligent.

According to the chipmaker, 56 percent of the 4,374 people questioned admitted they’re more concerned about their physical appearance in photos, while those in other European countries and the Middle East care more for intelligence.

“New technologies tend to magnify the contradictions in our behavior, said Genevieve Bell, director of Intel’s Interaction and Experience Research. “We want both to create a good impression with our peers and also complain about over-sharing. It takes time to find a balance.”

More than half of respondents in the UK expressed a desire to be more like their social media personas 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.

The study also found that 89 percent of users believe that parents should teach their children better online etiquette, while 45 percent of women and 34 percent of men admitted to lying online to cover up their insecurities

Of the UK users surveyed, 91 percent agreed that some topics are not appropriate to discuss on social networks. These restrictions on lengthy – and possibly more thoughtful – discourse may have hindered people’s ability to express intelligence through their social media persona.

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