If you're online, the chances are you use social media. A survey by Pew Internet research in February 2013 found that 67% of all US Internet users regularly visited social media sites; for those aged 18-29, this was closer to 90%.
Social media has become a ubiquitous communication method for millennials; it is also a major source of the explosion in human data that has occurred. More information has been produced in the last two years than the rest of human history combined, and 43% of the data gathered on people comes from social media. As you access sites like Facebook, Twitter and Google+ you leave what's been called a 'digital exhaust' of unstructured personal data. Your connections, your updates and your media creation can be measured, whether or not you consent.