SOME facts of life are just plain counterintuitive. It can be too cold to snow. Heavy things float. Martinis have calories.

Here’s another one with significantly greater import: Electronic information is tangible. The apps we use, the games on our phones, the messages we incessantly tap  all of it may seem to fly through the air and live in some cloud, but in truth, most of it lands with a thump in the earthly domain.

Because electronic information seems invisible, we underestimate the resources it takes to keep it all alive. The data centers dotting the globe, colloquially known as “server farms,” are major power users with considerable carbon footprints. Such huge clusters of servers not only require power to run but must also be cooled. In the United States, it’s estimated that server farms, which house Internet, business and telecommunications systems and store the bulk of our data, consume close to 3 percent of our national power supply. Worldwide, they use more power annually than Sweden.

But it’s not the giants like Google or Amazon or Wall Street investment banks that are responsible for creating the data load on those servers  it’s us. Seventy percent of the digital universe is generated by individuals as we browse, share, and entertain ourselves.