Many mobile app users don't understand privacy and security features that are supposed to give them more control over what information the programs spy on. Around 43 percent of cell phone owners don't even have a clue what tracking exactly means. This is shown by a study by the University of Bath , which calls for better information on the user side and a more transparent approach from companies in order to clear up widespread misunderstandings.

Good money from advertising revenue

“This research confirms that most consumers are not aware of how their digital data is used and processed,” said David Ellis, professor of behavioral science and co-author of the study. And this despite the fact that millions of users share information with tech companies every day. “While some of this data is fundamentally necessary for some services to function correctly, others can easily be used to earn good money through advertising revenue,” explains the scientist.

People have now understood that it is important to use PIN codes or facial recognition to protect their own devices. “But more educational work is needed so that people can weigh up their decisions carefully and know which data is used and how in the digital age,” emphasizes expert Ellis.

Tracking as the biggest misunderstanding

According to the study, the biggest misunderstandings exist with regards to app tracking. 43 percent of cell phone owners don't know what exactly that is and sometimes have completely wrong ideas. Many people believe that it is necessary to leave tracking activated so that apps can still function properly or that this improves the user experience. For 24 percent, tracking means sharing location information and not tracking the apps and websites that a user uses or visits.

Source:

Press release

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