You are what you click

It's no secret that the things we click on, scroll across, swipe, tap or drag when we're browsing online or using a smartphone application can yield valuable information about us. Such data is a veritable goldmine to web browsers and online retailers who use it to assess our preferences and target advertising to our tastes. But, researchers at UC Santa Barbara suggest that studying users' online or smartphone actions could yield far more information about us than simply shopping habits.