Unlocking location data: What it is and why it matters

We’ve all experienced it. You check the weather, order a ride, search for a pizza place nearby and voilà, your phone magically knows where you are. Location data powers some of our favourite conveniences, from navigation apps to real-time traffic updates. But behind the scenes, there’s more going on than just finding the quickest route home.

So let’s dive into the world of location data, the privacy concerns that come with it, and how you can take control.

What is location data?

Location data refers to any information that identifies where a device and by extension, you, are located. But it’s not just a single dot on a map, it’s a rich tapestry woven from various sources, such as:

• GPS (Global Positioning System): your phone talks to satellites orbiting Earth to pinpoint your exact spot. This is super accurate,
  especially outdoors, so much so that it can pinpoint your precise location, often within metres.
• Wi-Fi signals: indoors or where GPS is weak, your device can use the strength of nearby Wi-Fi networks to estimate your location.
• Cell tower data: your phone is constantly connecting to nearby cell towers to make calls and send messages. By triangulating signals from multiple towers, your position can be estimated.
• IP address: this too can give a general idea of your region or city.
• App location services: many of your favourite apps, from maps and weather to social media and delivery services, request access to your location to provide their services.
• Beacons: these small, static devices often found in stores or public places transmit low-energy signals that your smartphone can pick up, providing highly accurate indoor location data.

How location data enhances our lives

Most of the time, the data mentioned above is collected through your smartphone and used by apps to offer personalised experiences. It’s how your maps app reroutes you around traffic, how your food delivery driver finds your house and how your fitness tracker counts those glorious 10,000 steps.

So before we dive into the privacy considerations, let’s shine a light on the incredible ways location data makes our lives easier, more fun and even safer:

• Navigation: imagine getting lost without Google Maps or Apple Maps. Location data is the backbone of these services, guiding you to your destination with real-time traffic updates and estimated arrival times.
• Personalised experiences: ever notice how your favourite food delivery app suggests restaurants nearby or how weather apps give you hyper-local forecasts? That’s location data at work, tailoring services to your immediate surroundings.
• Emergency services: in a pinch, your device’s location can be a lifesaver. Emergency services can often pinpoint your location, even if you can’t speak, enabling faster response times.
• Finding what you need, when you need it: looking for the nearest pharmacy, a specific brand of coffee or a highly-rated pizza place? Location-based searches make it a breeze.
• Smart cities and urban planning: beyond individual convenience, aggregated and anonymised location data can help urban planners understand traffic flows, identify areas needing better public transport and even optimise waste collection routes. It helps create more efficient and livable cities for everyone.
• Targeted advertising: while often associated with privacy concerns, location-based advertising can actually be helpful. Imagine getting a coupon for your favourite bakery just as you’re walking by or seeing an ad for a concert of your favourite band happening locally. When done right, it can be about receiving relevant offers, not just random spam.

Who uses your location data and why?

Let’s break it down.

App developers: apps use location data to improve user experience like push notifications for nearby sales or check-in features for social media.

Advertisers: location data allows advertisers to serve hyper-targeted ads. For example, if you spend a lot of time at gyms, you might start seeing ads for protein shakes or fitness gear.

What are the privacy implications of location data

While location data offers immense benefits, its sensitive nature means we need to be mindful of its privacy implications.

Revealing personal habits

Your location history can paint a surprisingly detailed picture of your daily routine, such as where you live, where you work and even your social circles. This can be inferred even from seemingly harmless data points.

Targeted (and potentially unwanted) marketing

While some targeted ads are useful, others can feel intrusive or even manipulative. Companies might use your location data to understand your shopping habits, visit patterns to competitors or even your income bracket based on the neighbourhoods you frequent.

Security risks

In rare but concerning cases, location data breaches could lead to serious consequences. If malicious individuals gain access to this highly personal information, it could potentially expose individuals to stalking, theft or other forms of harm. In fact take a look at how you can protect yourself from social engineering attacks, phone and email scams, as well as phishing, malware and viruses.

How you can manage your location-sharing settings

Feeling a bit like your phone is a nosy neighbour? Don’t worry, you have the power to manage your location-sharing settings and reclaim your digital privacy. It’s all about making informed choices.

Here’s how you can typically manage your location settings on your smartphone:

For Android users:

General location settings:

1. Go to your Settings app.
2. Tap on Location (or sometimes Security & Location, then Location).
3. Here, you can toggle Use location on or off for your entire device. You can also adjust Location Services like Wi-Fi scanning and Bluetooth scanning, which improve location accuracy but use more battery.

App permissions:

1. Still in Settings, go to Apps & notifications (or just Apps).
2. Tap on Permission manager (or App permissions), then select Location. Here, you’ll see a list of apps and their location access:
   Allowed all the time: These apps can access your location even when not in use (e.g., navigation apps that track your commute).
   Allowed only while in use: These apps can only access your location when you’re actively using them.
   Denied: These apps cannot access your location.

Regularly review this list. If an app doesn’t really need your location to function, consider revoking its access or changing it to “Allowed only while in use.”

Google location history:

1. Go to Settings, then Google, then Manage your Google Account.
2. Tap on Data & privacy.
3. Under History settings, you’ll find Location History. You can pause this, set auto-delete options (e.g., delete activity older than 3 months) or review your past activity.

For iOS users:

General location services:

1. Go to Settings.
2. Tap on Privacy & Security, then Location Services. Here, you can toggle Location Services on or off for your entire device.

App Permissions:

1. Within Location Services, you’ll see a list of all your apps.
2. Tap on each app to see its specific location access options:
   Never: The app cannot access your location.
   Ask next time or when I share: The app will ask for permission each time it needs your location.
   While using the app: The app can only access your location when you’re actively using it.
   Always: The app can access your location even when in the background.

System Services:

1. Scroll down within Location Services to System Services. Here, you’ll find various system-level features that use your location (e.g., Compass Calibration, Find My iPhone, Location-Based Alerts). You can toggle these on or off based on your preferences. Be careful with critical services like Find My iPhone – you’ll want that on in case your device goes missing.

Significant Locations:
Also under System Services, tap on Significant Locations. This feature learns places you frequently visit. You can clear your history or toggle this feature off if you prefer.

Similar to Android, be mindful. Many apps default to “Always” access. Change it to “While using the app” unless there’s a strong reason for continuous tracking (like a fitness tracker or navigation app you frequently use).

Beyond taking control of your settings, consider reading privacy policies. While these can be long and boring, try to skim them for information on how your location data is collected, used and shared. Also, be mindful of ‘free’ apps as these are often labelled as so because your data is the currency. Be extra vigilant about location permissions for apps that don’t seem to have a clear need for it. You may want to consider using a VPN which can mask your IP address since this can sometimes be used to approximate your location. Lastly, make sure you update your software. Keeping your operating system and apps updated ensures you have the latest security patches and privacy features.

For more information on VPNs, take a look at this guide.

Should you stop sharing location completely?

Not necessarily. Location services bring real value when used responsibly. Think emergency services locating you faster or your phone helping you find your car in a crowded parking lot. The key is informed consent and granular control.

Location data is a powerful tool, capable of unlocking incredible convenience and valuable insights. But like any powerful tool, it needs to be wielded responsibly. By understanding how your location data is used and actively managing your sharing settings, you can ensure that you’re in the driver’s seat of your digital life.