Table 1. Contextual and personal characteristics categories.

Group	Categories
Activity	Browsing Internet, Commuting, Conversation, Eating, Emails, Exercise, Listening to Music, Reading, Shopping*, Social Media, Studying, Taking a Nap, Taking a Shower, Waiting, Watching TV**
Company	Alone, Colleagues, Family, Friends, Kids, Partner, Not Alone, Unknown People
Location	At friends’ house, At parents’ house, Home, Restaurant, Sport facility, Street/Outdoors, Supermarket, Work***
Time	Morning, Afternoon, Evening, Holiday
Age	18–25y old, 26–34y old, 35–44y old
Gender	Male, Female
Personality	Extroverts, Introverts, Neurotics, Emotionally Stable, High and Low {Agreeableness, Conscientiousness, Intellect}

* Instances corresponding to the Activity—Shopping category refer to both online and onsite shopping.

** Instances corresponding to the Activity—Working category were merged with Location—Work

***1. Location—Public transport was merged with Activity—Commuting & 2. Location—University was merged with Activity—Studying, since they refer to the same contextual category and to avoid unnecessary sparsity across categories