{"id":180313,"date":"2024-03-11T14:15:13","date_gmt":"2024-03-11T14:15:13","guid":{"rendered":"http:\/\/realbusiness.co.uk\/?p=180313"},"modified":"2024-03-11T14:17:12","modified_gmt":"2024-03-11T14:17:12","slug":"smartphone-feeding-businesses-personal-data","status":"publish","type":"post","link":"https:\/\/realbusiness.co.uk\/smartphone-feeding-businesses-personal-data","title":{"rendered":"Could Your Smartphone Be Feeding Businesses Your Personal Data?"},"content":{"rendered":"
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We\u2019ve all been there. You\u2019re on your lunch break with a friend and discuss their new watch or jewellery and before you know it every ad on social media is from the brand your friend just bought from. Is it a coincidence?\u00a0<\/strong><\/p>\n

The answer to this depends on who you\u2019re asking. While there\u2019s no doubt that modern smartphones have been designed to listen to you, the notion that brands are eagerly waiting for an opportunity to advertise their products is subject to debate.\u00a0<\/span><\/p>\n

\u201cThere have been fringe cases where apps have been found to turn up your mic,\u201d <\/span>acknowledged Mariano delli Santi<\/span><\/a>, legal and policy officer at Open Rights Group. \u201cBut the point is, advertisers don\u2019t need to listen to know everything about you.\u201d<\/span><\/p>\n

With behavioural data online already helping businesses to highlight our likes, dislikes, demographics, and purchase intention based on our browsing activities, could advertisers also be listening in to our conversations?<\/span><\/p>\n

As the advertising industry develops, the notion of using huge data reservoirs to record our conversations all day in the hope of fresh insights seems fanciful\u2013so why are so many of us so sure that advertisers are using our private conversations? Let\u2019s find out.<\/span><\/p>\n

Our Phones are Listening<\/span><\/h2>\n

Let\u2019s look at the facts surrounding our smartphones. The reality is that both iPhones and Android phones are programmed to listen to us constantly. When we ask Siri a question, we\u2019re used to getting a swift response.\u00a0<\/span><\/p>\n

Siri\u2019s access to our microphone is entirely consensual making it entirely legal for our smartphones to listen when we talk to check whether it\u2019s being prompted. However, Siri isn\u2019t the only app that asks for access to our microphones.\u00a0<\/span><\/p>\n

For iPhone users, going into your Settings menu and clicking \u2018Privacy & Security\u2019 and then \u2018Microphone\u2019 will provide a list of every app that asks for access to your microphone. For Android, this option falls under the \u2018Privacy\u2019 menu and \u2018Permissions Manager\u2019.\u00a0<\/span><\/p>\n

Browser apps like Google Chrome, social networking apps like Instagram and TikTok, and messaging apps like WhatsApp and Facebook Messenger all ask for permission to use our smartphone microphones. Although this is understandable with all apps capable of recording speech for social content, live chats, and voice notes, it\u2019s harder to be sure of what else is being recorded without scrolling through hours of Terms and Conditions.\u00a0<\/span><\/p>\n

How Can Businesses Listen Into Our Conversations?<\/span><\/h2>\n

Not directly, no. It’s unlikely that advertisers will have pumped money into using huge data reservoirs to record our conversations all day in the hope of fresh insights.<\/span><\/p>\n

However, using platforms like Instagram and TikTok that have open permission to tap into a user\u2019s microphone is more likely the case. Most businesses set up a number of trigger phrases that release an ad onto a user\u2019s screen when activated.<\/span><\/p>\n

This can be done via text, hashtag, or vocal use of the phrase, and can often be responsible for why we see ads pop up on our phone after a long browsing session regarding a similar topic.\u00a0<\/span><\/p>\n

VICE reporter Sam Nichols tested this theory using two trigger phrases in an attempt to get ads to appear on his phone. His phrases were; \u201cI\u2019m thinking about going back to uni\u201d and \u201cI need some cheap shirts for work,\u201d these were repeated constantly over the course of a day.\u00a0<\/span><\/p>\n

With no surprise, the next day he found Facebook advertising new courses at local universities and a number of cheap clothing stores popping up on his feed.\u00a0<\/span><\/p>\n

How Do Businesses Use Consumer Conversations?<\/span><\/h2>\n

Businesses are always looking for new ways to get to know their consumers. With more competition in the e-commerce sector than ever before, those closest to their demographic are likely to make the sale.<\/span><\/p>\n

If an advertiser catches a trigger phrase, they know that you\u2019re looking to invest in something similar to their product.<\/span><\/p>\n

With this information, they can take a few steps:<\/span><\/p>\n