Location, Location, Location: Three Reasons It Matters for Your Smartphone | McAfee Blog

With its built-in location services, your smartphone can point you to plenty of places. To the location of your vacation rental. To the quickest route around a traffic jam. And to a tasty burger. It’s a tremendous convenience. Yet, there’s a flip side. Your smartphone also tracks your location. Getting to know how your phone tracks you and how you can limit that tracking can make you far more private online.

The basic privacy issue with location services is this: many companies use your activities and apps as a way of gathering info on you. They might collect that info for their own purposes, and they might sell that info to third parties.

As to why some companies do that, the answer typically boils down to a handful of things. They will:

• Collect user info that helps them improve their products and services.
• Gather behavioral info that then gets sold to third parties, like data brokers.
• Use your info to serve you targeted ads.

So, it’s a bit of a tradeoff. You might use an app to show you the closest Indian restaurant to your hotel — but depending on the user agreement for that app, the company behind it might collect your info for their own financial gain.

We can boil that down yet further. Sometimes what you gain in convenience you lose in privacy.

Let’s look at how smartphones track your movements and follow that up with ways you can limit that tracking.

How do smartphones track your movements?

Unless you’ve turned it off completely, your phone can track you in several ways with several degrees of accuracy:

GPS: The Global Positioning System, or GPS as many of us know it, is a system of satellites operated by the U.S. government for navigation purposes. First designed for national defense, the system became available for public use in the 1980s. It’s highly accurate, to anywhere between nine to 30 feet depending on conditions and technology used, making it one of the strongest tools for determining a phone’s location. This is what powers location services on cell phones, and thus can help an app recommend a great burger joint nearby.

Cell towers: Cell phone providers can track a phone’s location by the distance it is to various cell phone towers and by the strength of its signal. The location info this method provides is a bit coarser than GPS, providing results that can place a phone within 150 feet. It’s most accurate in urban areas with high densities of cell phone towers, although it does not always work well indoors as some buildings can weaken or block cell phone signals.

One of the most significant public benefits of this method is that it automatically routes emergency services calls (like 911 in the U.S.) to the proper local authorities without any guesswork from the caller.

Public Wi-Fi: Larger tech companies and internet providers will sometimes provide free public Wi-Fi hotspots that people can tap into at airports, restaurants, coffeehouses, and such. It’s a nice convenience, but connecting to their Wi-Fi might share a phone’s MAC address, a unique identifier for connected devices, along with other identifiers on the smartphone.

Taken together, this can allow the Wi-Fi hosting company to gather location and behavioral data while you use your phone on their Wi-Fi network.

Bluetooth: Like with public Wi-Fi, companies can use strategically placed Bluetooth devices to gather location info as well. If Bluetooth is enabled on a phone, it will periodically seek out Bluetooth-enabled devices to connect to while the phone is awake. This way, a Bluetooth receiver can then capture that phone’s unique MAC address. This provides highly accurate location info to within just a few feet because of Bluetooth’s short broadcast range.

In the past, we’ve seen retailers use this method to track customers in their physical stores to better understand their shopping habits. However, newer phones often create dummy MAC addresses when they seek out Bluetooth connections, which helps thwart this practice.

Ways to limit tracking on your smartphone

So, just to emphasize what we said above, not every app sells shares or sells your info to third parties. However, that gets into the complicated nature of user agreements. The language that covers what’s collected, for what reasons, what’s done with it, and who it’s shared with often finds itself buried in a wall of legalese.

Ultimately, it’s up to you to determine what your comfort level is in any kind of convenience in exchange for a loss of privacy. Everyone has their own comfort levels.

With that, you can take several steps to limit tracking on your smartphone to various degrees — and boost your privacy to various degrees as a result:

Turn off your phone or switch to Airplane Mode. Disconnect. Without a Wi-Fi or data connection, you can’t get tracked. While this makes you unreachable, it also makes you untraceable, which you might want to consider if you’d rather keep your whereabouts and travels to yourself for periods of time.

Turn off location services altogether. As noted above, your smartphone can get tracked by other means, yet disabling location services in your phone settings shuts down a primary avenue of location data collection. Note that your maps apps won’t offer directions and your restaurant app won’t point you toward that tasty burger when location services are off, but you’ll be more private than with them turned on.

Provide permissions on an app-by-app basis. Another option is to go into your phone settings and enable location services for specific apps in specific cases. For example, you can set your map app to enable location services only while in use. For other apps, you can disable location services entirely. Yet another option is to have the app ask for permissions each time. Note that this is a great way to discover if apps have defaulted to using location services without your knowledge when you installed them.

On an iPhone, you can find this in Settings -> Privacy & Security -> Location Services. On an Android, go to Settings -> Locations -> App Locations Permissions.

Delete old apps. And be choosy about new ones. Fewer apps mean fewer avenues of potential data collection. If you have old, unused apps, consider deleting them, along with the accounts and data associated with them.

Use a VPN. A VPN can make your time online more private and more secure by obscuring things like your IP address and by preventing snoops from monitoring your activity.

Turn off app tracking. As you’ve seen, some apps will ask to track your activity and potentially share it with data brokers and other third parties. You can halt this by turning off app tracking. On an iPhone, go to Settings -> Privacy & Security -> Tracking and disable “Allow Apps to Request to Track.” On an Android phone, go to Settings -> Privacy and Security, then turn on “Do Not Track.”

And just as you can with location services, you can set apps to make tracking requests on an app-by-app basis. You’ll see it on the same screen that has the global “Do Not Track” option.

Opt yourself out of cell phone carrier ad programs. Different cell phone carriers have different user agreements, yet some might allow the carrier to share insights about you with third parties based on browsing and usage history. Opting out of these programs might not stop your cell phone carrier from collecting data about you, but it might prevent it from sharing insights about you with others.

To see if you participate in one of these programs, log into your account portal or app. Look for settings around “relevant advertising,” “custom experience,” or even “advertising,” and then determine if these programs are of worth to you.