It is 2025, and nothing is more expensive than your data and the algorithm based on your data. Our smartphones are filled with apps that track nearly everything you do — from what you buy and where you travel, to who you talk to and how much you spend. While many apps need some data to operate, a growing number are collecting much more information than they require — effectively “stealing” your data without you realising it.
Apps are collecting your data
A recent study by Apteco has highlighted just how much information is routed back to companies under the hood. According to the research report, the worst offenders were social media platforms like Facebook, Instagram and Threads — all collecting more than 150 separate data points about you.
This includes phone numbers, messages, photos, search histories and even your geographic location. All this lets companies piece together a rich profile of your habits, preferences and lifestyle.
Tailored experience is the key
The report also highlights why shopping, payment and travel apps track your data. Amazon, for example, collects extensive data, from your delivery address and payments to your buying habits and preferences. Payment platforms like PayPal and delivery services like Deliveroo and Uber track not just transactions but also locations and usage patterns, allowing them to connect you to merchants, services and promotions tailored to your profile.
The travel sector isn’t much different. Booking platforms and ride-hailing apps like Booking.com and Uber gather data about your journeys, preferences and payments, adding to a growing pool of knowledge about you.
Some health, fitness and food delivery apps were less invasive, collecting little more than a handful of data points, often related directly to their functionality. Nonetheless, nearly all apps gather something — whether it’s your phone’s identifier, geographic location or contact details — adding to a growing digital trail companies use to influence your choices.
Tips to protect your data
This highlights a key challenge for consumers in 2025: understanding exactly what’s being collected and how it’s being used. Here are a few things you can do to keep your data safer:
Check the App Store or Google Play’s data disclosure page: See what each app collects and whether it’s “linked to you.”
Turn off location services when not required: Limit an app’s ability to track you in real time.
Adjust permissions: Provide only the permissions an app needs to operate.
Consider a VPN or ad-blocker: To cut back on the amount of information you share.
Remove unused apps: The less you keep on your phone, the lower the risk of needless data collection.
Reset your Advertising ID from setting to reset the algorithm.
Discover the latest Business News, Sensex, and Nifty updates. Obtain Personal Finance insights, tax queries, and expert opinions on Moneycontrol or download the Moneycontrol App to stay updated!
