In 2025, your personal data is more valuable than ever. From shopping and social media to payment apps, many of the apps on your smartphone are quietly tracking what you do — including what you buy, where you go, who you talk to, and how much you spend. While some data collection is necessary for apps to work, many apps are collecting much more than they actually need.
What the Study Found
A recent study by Apteco shows that social media apps like Facebook, Instagram, and Threads collect over 150 types of personal information about you. This includes your:
- Phone number
- Messages
- Photos
- Search history
- Location
These details help companies build a detailed profile of your habits and preferences.
It’s not just social media. Apps in other categories like shopping, payments, and travel also track your data. For example:
- Amazon collects data about your address, payment methods, shopping habits, and preferences.
- PayPal, Uber, and Deliveroo track your transactions, locations, and how often you use them.
- Booking.com and other travel apps store your travel plans, payment info, and preferences.
Interestingly, some fitness and food delivery apps collect only a small amount of information — usually just what’s needed for the app to work properly. However, most apps still collect at least something, like your phone ID, location, or contacts, which helps them create a digital profile of you.
How to Protect Your Data
In today’s digital world, it’s important to know what data apps are collecting and how to protect yourself. Here are 6 simple tips to stay safe:
- Check the app’s data collection info: On Google Play or App Store, look at the app’s privacy section to see what data is collected and if it’s linked to you.
- Turn off location sharing: Only allow location access when the app really needs it.
- Control app permissions: Give apps only the permissions they truly need to function.
- Use a VPN or ad-blocker: This can reduce how much of your data gets tracked online.
- Delete apps you don’t use: Fewer apps means fewer chances of your data being collected.
- Reset your Advertising ID: This helps stop apps from using your old data to target you.
The more apps know about you, the more they can influence your choices — from the ads you see to the products you buy. So take control of your data. Stay informed, and protect your privacy every time you use your phone.
