Using location to infer user contextual information: A case study on pervasive advertising

Smartphones are available anytime and anywhere, enabling applications to determine the user location. In this work we investigate the hypothesis that it is possible to determine contextual information of the users based on the places they usually go. In this sense, we developed a model to infer such information and carried out an empirical experiment to validate the model. We also use the contextual information obtained from the model to increase the relevance of delivered advertisements in a scenario of pervasive advertising.