An example of an information processing system includes an information processing terminal and a server configured to communicate with the information processing terminal. The information processing terminal starts an application in accordance with an instruction of a user and transmits identification information of the started application to the server. The server stores specifying information for specifying, from among a plurality of contents, a content or a group of contents as a target to be transmitted to the information processing terminal, in association with identification information of an application. The server receives identification information from the information processing terminal and selects, from the stored specifying information, specifying information associated with the identification information received from the information processing terminal. The information processing system registers a content or a group of contents specified by the selected specifying information, as a target to be transmitted to the information processing terminal.