The language utilized for app tracking privacy settings is a source of confusion for consumers. According to new research from the University of Bath's School of Management, privacy and security features that are designed to provide consumers with more control over their data sharing by smartphone
A study from the University of Bath’s School of Management reveals widespread misunderstandings among smartphone users about app tracking, with 43% unclear about what it entails. Common misconceptions include assuming tracking is essential for app functionality, believing tracking refers to sharing physical location, and thinking that denying tracking would remove ads from the app.
The most common misapprehension was that tracking refers to sharing the physical location of the device – rather than tracing the use of apps and websites. People thought they needed to accept tracking for food delivery and collection services, such as Deliveroo, or for health and fitness apps, because they believed their location was integral to the functioning of the app.
“Some of the confusion is likely to be due to a lack of clarity in wording chosen by companies in the tracking prompts, which are easy to misinterpret. For example, when ASOS said ‘We’ll use your data to give you a more personalized ASOS experience and to make our app even more amazing’ it’s probably no surprise that people thought they were opting for additional functionality rather than just more relevant adverts.
The study was published in the proceedings of The ACM CHI Conference on Human Factors in Computing Systems and was presented at the CHI23 conference in Hamburg, Germany . It is thought to be the first academic analysis of the decisions people make when faced with tracking requests.
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