Where to store custom data on my application?

Hello everyone,

Simples doubt here, my custom data (like products, custom customer info like some preferences about the application, etc.) should be stored where on the JCR?

To start with, I think about /content or /etc, maybe /etc makes more sense, as in /content there is user  content  created by the wcm/sites/interaction with cms mechanics or input via components.

Is there some best practice about this?

I'm talking about a PhoneGap App, just to share.

Thanks very much,

Matheus Barreto.