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Understanding the personality traits and current attitudes of individual consumers is crucial for retailers and mobile advertisers. In this paper, we investigate the phenomenon of "variety seeking tendencies" in mobile users in their (1) online (represented by their App usage behavior), and (2) physical (represented by their location visits) worlds. We show that different categories of users exhibit different levels of variety. Further, by analyzing at various time scales, we show that theredoi:10.1145/2638728.2641702 dblp:conf/huc/JayarajahKM14 fatcat:5jehxsgv4zh4zhh5k7q2pxya2q