The data-* attributes is used to store custom data private to the page or application, gives us the ability to embed custom data attributes on all HTML elements.
The stored (custom) data can then be used in the page's JavaScript to create a more engaging user experience (without any Ajax calls or server-side database queries).
data-* attributes consist of two parts:
- The attribute name should not contain any uppercase letters, and
must be at least one character long after the prefix "data-"
- The attribute value can be any string
Note: Custom attributes prefixed with "data-" will be completely ignored by the user agent.