Your location data is a log of where you go and can be collected through your mobile devices and the apps you use.
It is valuable to advertisers and others as it reveals details of your lifestyle and relationships.
This prototype website has been designed to help you make informed choices about how to manage your location data. It shows you how your devices and apps track your location and ways to control how much is collected. It has been created by Emerging Field and Twigged with funding from the Benchmark Initiative. To find out more about this project read our blog.
UX / UI - James Barclay
Illustration - Sua Balac
Webmaster / webflow - Daniel Pettifer
We are going to follow Ali during a normal day and see how her location data is collected and used.
Once you have completed Ali's journey, we will show you practical tips and tricks for how you can Delete Your Tracks.
Ali is meeting a friend in the park for a picnic. She opens her Map app to plan her route.
Ali sets off for the park and her location is captured in different ways as she walks down the street.
Mobile cell towers, wifi hotspots and bluetooth can pinpoint your location over different distances. WiFi hotspots will see her pass – even if she doesn’t log in to them - whereas bluetooth beacons can pinpoint her in-store movements to within a 2m accuracy.
In the park Ali takes a picture with her friend
She uploads the photo to social media
It looks like rain, so Ali downloads a weather app to check the weather.
Ali and her friend head for a coffee.
On the way Ali scrolls through social media. She is targeted by an ad for another nearby coffee shop. Ads targeted based on your location are known as 'geo-targeted advertising'
Ali decides to get a taxi home. Other people have the same idea. As lots of people are ordering taxis through the same app, in the same location, the journey becomes more expensive.
Gathering Ali's location data over time means these organisations can learn her daily habits and routines.