The true cost of those ‘free’ apps on your smartphone

David Culley • 11 February 2020

If getting a 'free' app in return for watching a few adverts feels too good to be true, that's because it is...

Chances are, many of the apps on your smartphone were free to download. This might feel like a bargain: a shiny new app in return for watching the occasional advert. However, the reality is that app providers are tapping into a far more lucrative source of income: your data.

Companies have always sought information about their customers to influence their behaviour, but big data analytics takes this to a whole new level. Have you ever had an online advert pop up for something you’d been talking about a few hours earlier? This is just one example of how well companies know and understand you. In fact, such is the volume of data available, many these companies can claim to ‘know you better than your spouse does’. 

Your data is a gift to any retailer trying to pitch its products or any politician trying to win your vote. In 2017, The Economist declared that ‘the world’s most valuable resource is no longer oil, but data,’ in recognition of the value that global giants such as Amazon and Facebook were extracting from consumer data. The wider implications of this were demonstrated in 2018, when Cambridge Analytica was found to have harvested the data of up to 87 million Facebook users in order to influence voters in the UK Brexit referendum and the 2016 US Presidential election.

General Data Protection Regulation (GDPR) attempts to protect consumers by prohibiting companies from using personal data without the consent of the data subject. However, we throw away this protection whenever we agree to terms and conditions without reading them. Deloitte research in 2017 found that 91% of us admit to doing this and, in a famous experiment at St Pancras Station in London, consumers consented to give up their first born child in return for free WiFi access!

So, the next time you click AGREE to a set of terms and conditions, bear in mind what you are giving away…

Bibliography

Professor Frank Luerweg, The internet knows you better than your spouse does, Scientific American, March 14th 2019. https://bit.ly/2UDf5eL

The Economist, The world’s most valuable resource is no longer oil, but data, May 16th 2017. https://econ.st/2UDJuJX

Deloitte (2018), Security & Privacy in the age of IoT, https://bit.ly/38fKqZ6

The Guardian, Londoners give up eldest children in public Wi-Fi security horror show, 29th September 2014.https://bit.ly/2tINCxe
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