A recent explosion in online personality quizzes has everybody talking about which area they really ought to be living in and which character they would be from Harry Potter.
A lot of the quizzes are created by staff at Buzzfeed.com, which said the quizzes are smashing traffic records.
Experts said the phenomenon is not surprising. They pin it on the age-old fascination with that central question - "Who am I?" - and a desire to compare ourselves with others in a social media-obsessed society.
At Buzzfeed, a team of about 100 content creators has been producing one to five quizzes every day for two months.