There are less direct associations that can be made. Men who spend a lot of time watching old episodes of Top Gear, for example, might have sympathy for Jeremy Clarkson’s views on political correctness, or have sceptical views towards climate change. Those with a record of visiting pizza delivery websites might be assumed to have unhealthy lifestyles. The possibilities are huge, including not just the sites visited, but the time and pattern of those visits. Online a lot during the middle of the night? That in itself can reveal a lot about your schedule and how you live your life.