In 2008 the average American was spending 2.8 hours per day consuming digital media. By 2015 that number had doubled to 5.6 hours and is predicted to continue rising. (Angwin, 2010) This trend towards digital media is relatively new. Within the past decade westerners have switched from consuming passive forms of media like television, newspapers and magazines, to consuming and creating media using active, two-way forms. Today the majority of consumption happens through the web using devices such as computers, tablets, and mobile phones. These devices allow users not only to consume media, but also to produce it. As a result individuals using this new technology have left behind a virtual treasure-trove of information pertaining to their personality as well as their personal and social habits. The aggregation and utilization of this data is revolutionizing industry and academia in ways never before possible. Online advertisements are now customized for individual users increasing the likelihood of companies getting their products in front of potential customers. (Turow, 2011) Within academia, scientists are now able to predict things like gender, age, income, and intelligence, based solely on a person’s online social habits. (Adah et al. 2014)