1. A method for selecting virtual content at a user device, comprising: receiving a set of virtual content at the device; receiving context data related to the user's context at the device; determining context of interest for the user from the received context data using the context data and a model of user behavior to infer current user activity of interest; configuring one or more virtual content filters by assigning items of virtual content from the set of virtual content to one or more dimensions of the context with increasing levels of specificity of user relevance, with at least one dimension of the context having two or more levels of user relevance, wherein the assigning is based on at least one of the context of interest for the user and the inferred user activity; selecting a subset of the set of virtual content based on the one or more configured content filters; and displaying the subset of the virtual content to the user at the device.