Internet usage data refers to data collected regarding Internet usage among groups of people. Internet usage data is often collected by companies in order to track how their employees use the Internet Internet usage data is also collected by researchers, advertisers, and many other organizations in order to identify web use trends among the population. Internet usage data can include the number and type of websites visited, the type of connection used to access the Internet, the amount of time spent online, and many other specific items relating to Internet use. Advertising firms often use Internet usage data in order to direct advertising, and websites often collect information about web surfers who visit their sites using digital cookies and other forms of technology. Web surfers do not always know what information, if any, is being collected. Many web users feel uncomfortable with the idea of having their Internet activity monitored, and often take steps to make their web presence more anonymous.