Is every click you make on the internet changing your mindset? New research raises questions.

Internet: What you see on online platforms is entirely planned.

Internet: Internet usage has grown rapidly not just in India, but across the globe. Today, people rely on the internet for everything—from searching for information and using social media to making online payments. People have become so connected to the internet that they start to feel agitated if the service is down even for a short while.

In light of this, new research reveals that internet usage is altering the way people think. It may also be influencing their personalities.

Algorithms determine what you see

The content displayed to you on online platforms is meticulously planned. Decisions regarding which videos to show you or which news items appear in your feed are not random; they are driven by algorithms that curate content based on your activity.

A profile of your habits is being created

According to Bjorn Beijnon, a media researcher at the University of Amsterdam, major tech companies do not merely collect user data; they analyze it to predict future behavior.

Every action you take—whether searching on Google, clicking on a post, watching a video, shopping online, or scrolling through social media—is converted into a digital record. Companies use these records to understand your behavior.

Internet users are becoming "data subjects"

The research refers to internet users as "data subjects." This implies that people—knowingly or unknowingly—are transforming aspects of their personal lives into data that major tech companies exploit for their own gain. What is even more surprising is that most people still believe the decisions they make online are entirely their own.

Small suggestions can alter major decisions.

The internet has come to dominate our lives to such an extent that even a minor detail encountered online can completely transform the way people think. A notification on your phone, a recommended video, or an online shopping suggestion might seem trivial; yet, over time, these small elements can profoundly influence our habits and decision-making processes.