The term filter bubble, fiber bubble, is used and implemented in the web technology of search engines. It is a mathematical algorithm
that analyzes the behavior of users and predicts the possible future demand based on it. In order to determine the current demand of a user, all available information about his past buying behavior, about his buying decisions, his location and education level and much more is collected and based on this information the possible current demand is inferred. In the case of search engines, the filter bubble can be recognized by the purchase or service offers that are often displayed immediately after a keyword
is entered during further searches. These offers are directly related to the previous search entry. On the other hand, when searching for a specific item, other items may be offered that are directly related to the actual item or that were also purchased by other users after the purchase of the first item. Such a behavioral analysis may also refer to the political, sports or social opinions and views of a user.
And inferring from this, only present search results that match the user's opinion. This behaviour can be explained by the fact that every user prefers to see his own opinion confirmed than to be confronted with another opinion.