As Data Privacy Day approaches on January 28, Kaspersky is drawing attention to the privacy trade-offs that often accompany the use of popular everyday apps. These include not only social media platforms but also e-commerce and health and fitness tracking apps. While these apps are designed to provide convenience, they also collect and share vast amounts of personal data, leaving users vulnerable to invasive profiling and potential security risks.
In 2024, Kaspersky identified over 49 billion instances of web trackers gathering behavioral data worldwide. With the rapid advancement of AI-driven tracking technologies and predictive analytics, the risks associated with privacy breaches have become more alarming than ever before.
The Biggest Privacy Offenders: Apps That Collect Your Data
Many apps we use regularly—and often without much consideration—are silently collecting sensitive personal data in the background. Some of the most concerning offenders are social media apps, such as TikTok, Instagram, and Threads, which continuously gather information like location, browsing history, and even voice data.
Certain apps also utilize AI-powered algorithms to scan photo libraries, analyzing images and metadata to extract information such as geographical location.
Shopping apps are another category that raises privacy concerns, as they collect data about purchase history, user locations, and even offline behavior near physical stores. Much like social media apps, retailers use this data to create detailed profiles of consumer habits.
Health and fitness apps often access some of the most intimate details about users, such as health metrics, daily routines, and lifestyle patterns, which may later be shared with third parties for advertising or analytics purposes.
Expert Insight
“Technology is now an integral part of our lives, and it’s easy for users to get swept up by the appeal of shiny new apps and gadgets, without considering the privacy compromises involved,” says Anna Larkina, security and privacy expert at Kaspersky.
“While many apps dazzle users with convenience and AI-powered features, they often operate as tools for extensive data collection—frequently without users’ awareness. As smart devices and AI-driven apps become even more ubiquitous, it will become harder to determine who has access to our data and why. There’s a growing risk of creating a world where privacy is a luxury rather than the default. That’s why it’s essential for users to pause, carefully review permissions, and demand transparency before giving apps access to their personal information.”
Five Essential Steps to Protect Your Privacy
In honor of Data Privacy Day, Kaspersky has shared five practical steps to help users safeguard their personal information:
Audit App Permissions: Disable permissions that aren’t necessary, such as location access for apps that don’t require it. Avoid blindly accepting permissions during app installation, and reject any that seem excessive.
Use Privacy-Focused Tools: Employ tools like a VPN to hide your IP address and modify your virtual location. For sensitive transactions, use privacy-focused browsers and anonymized payment methods.
Opt Out of Tracking: Activate “Do Not Track” settings on your device and within individual apps. Additionally, use security solutions with built-in “Do Not Track” functionality to further limit tracking.
Avoid Public Wi-Fi: Public or fake Wi-Fi networks can expose your data to attackers. Avoid them whenever possible, or ensure you’re using a VPN when connecting to public networks.
Review App Settings: Regularly perform a privacy audit of the apps on your device. Adjust their settings as needed, and uninstall apps you no longer use. Research shows most smartphone users have dozens of apps installed, yet only a small fraction are used daily.
By proactively taking these measures, users can enjoy the benefits of technology while protecting their sensitive data.
About Kaspersky
Founded in 1997, Kaspersky is a global leader in cybersecurity and digital privacy. With more than a billion devices protected worldwide, the company specializes in safeguarding against emerging cyberthreats and advanced attacks. Leveraging deep expertise in threat intelligence, Kaspersky delivers innovative solutions and services designed to protect businesses, critical infrastructure, governments, and individuals from evolving digital risks.
Kaspersky’s product suite includes industry-leading endpoint protection, specialized security services, and Cyber Immune solutions to address sophisticated cyberthreats. With over 200,000 corporate clients globally, Kaspersky helps organizations protect what matters most. For more information, visit www.kaspersky.com.
