It's no secret that smartphones track their users and use the data for personalizing ads.
Whether you're using Apple Safari browser, an Amazon Alexa or Microsoft's private browsing mode, we all fear we're being surveilled or listened in on by the big tech companies.
Nowadays, it's common knowledge that smartphones and other devices track their users, collecting data to personalise ads, among other stuff.
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How much data is being tracked?
However, a 2021 study from Trinity College Dublin delved into the extent of tracking on Android and iOS devices, and the results are quite eye-opening.
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The study found that Android devices send important information back to Google's servers every 4 minutes and 15 seconds, without the user's consent.
While most of this information includes technical data such as the device's IMEI and battery status, some of it could potentially reveal the user's location.
Google claims this telemetry data is only routine information needed to keep devices running smoothly. But there's also plenty of tracking that Google openly admits to doing.
According to the study, the tech giant monitors your online searches, YouTube history, Chrome usage, and the apps on your phone to serve you targeted ads.
You can actually see what Google's ad system thinks it knows about you by checking its Ad Centre. But the telemetry data isn't just handled by Google.
Most internet-connected devices send some information back to their manufacturers to help ensure everything works properly.
How much data is Android tracking?
The problem with Android is the sheer amount of data being transmitted, and the fact that it happens without your consent, even when you haven't signed into the device.
The study found that Android smartphones transmit sensitive device information, such as IMEI numbers, SIM serial numbers, WiFi MAC addresses, and cookies, through the operating system and built-in apps. This data is sent over the internet, and your IP address can be used to determine your location.
Beyond the hidden telemetry, there's the tracking that happens almost every time you go online.
Google has a massive presence across the internet and tracks you through its various services - every search, app download, video watch, location check, and Chrome browsing session.
Google uses all this information to create a detailed profile of who you are, categorising your interests into specific topics like cars, clothes, food, shoes, and dozens of other categories.
Furthermore, Google also stores information about users' household income, education level, whether they own a home, parenting status, and much more.
The apps on your phone can track you based on the permissions you give them when you install them. This data gets used according to each app's privacy policy. Social media platforms especially run their own tracking services to personalise ads.
What can I do about data tracking?
While you may find some basic options to limit app tracking, it's nearly impossible to stay completely off the radar.
The best you can do is be aware of what's happening and make informed choices about which services and apps you use. Also, be cautious of signs that hackers may also be tracking your device, such as unfamiliar apps or unusual messages appearing on your phone.