According to new research, people commonly think such tracking is needed for an app to work effectively. However the real aim is to gather information on the phone user for targeted advertisements to appear on-screen.
A quarter of respondents mistakenly believed the tracking is needed to allow the location of the device to be shared with a vendor, making it therefore necessary for conveniences such as app-based food delivery or collection services. "Some of the confusion is likely to be due to lack of clarity in wording chosen by companies in the tracking prompts, which are easy to misinterpret," said Hannah Hutton of the University of Bath’s School of Management.
Opting out stops the company from tracing the phone users’ apps and websites, preventing the appearance in apps of targeted advertising or the sharing of information with so-called data brokers.
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