A preference learning apparatus includes a content attribute information database, action information database, time information correlation table, area information correlation table, user's preference information database, user action detection section, and preference information management section. The preference information management section generates preference analysis data using time zone information, area name, attribute and its weight, and attribute value related to a user's preference and updates the weight contained in preference information in the user's preference information database, which is specified by time zone information, area name, attribute/attribute value, and user ID, with the weight contained in the generated preference analysis data. A preference learning system, preference learning method, and recording medium are also disclosed.
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