1. A non-transitory computer readable media having instructions stored thereon that are executable by processor electronics to: display one or more items of content to a user; detect a selection by the user of at least one item of content displayed; in response to the selected content, determining if the selected content includes any related information; and transmitting a reference to an identity of the selected content and any related information to a remote computer system to use the selected content and related information to update a profile of likely characteristics of the user based on the selected content and the information related to the selected content.