With billions of smartphone users worldwide, a new report reveals just how much personal data is being collected — and which apps are the worst offenders.
As concerns around digital privacy reach an all-time high, a growing number of users are beginning to question just how much their favourite apps really know about them.
According to AI prompt experts platform – AIPRM, an astonishing 85% of users have deleted an app over privacy concerns, while 82% are now actively opting out of data tracking features.
With over 7.2 billion smartphones in use globally — including tens of millions in Nigeria — the scale of potential data collection is staggering.
Meta Leads the Pack in Data Collection
It’s perhaps no surprise that Meta, the parent company of Facebook and Instagram, leads the list of companies collecting the most user data.
Both apps use more than 86% of personal data to target users with relevant ads and push their own products.
With over 3.4 billion daily users globally, including millions across Africa, Meta’s platforms represent the largest funnel of digital behavioral data.
Behind Meta is fintech giant Klarna, which uses 64% of consumer data for marketing purposes. The company recently faced a £570,000 fine for breaching the EU’s General Data Protection Regulation (GDPR).
Uber and Uber Eats follow closely, collecting 57% of personal data for advertising — and have also come under regulatory fire. In 2024, Uber was fined €290 million by Dutch authorities for unlawfully transferring European taxi drivers’ data to U.S. servers.
The Worst Apps for Data Sharing
While collecting user data is one issue, sharing it with third parties adds another layer of concern. Instagram (79%) and Facebook (57%) top the list again for data shared with external parties.
Professional networking site LinkedIn shares 50% of user data and was fined €310 million in 2024 for failing to comply with GDPR transparency requirements. Uber Eats, YouTube, and travel app Trainline were also flagged for sharing at least 43% of their users’ data with third parties.
Nigeria’s Digital Landscape: What Can You Do?
With Nigerian mobile and app usage surging — and a robust local ecosystem of digital products and e-commerce platforms — awareness around data privacy is critical.
Christoph Cemper, founder of AIPRM, highlights the hidden risks of unchecked app permissions:
“Cyberattacks are becoming more sophisticated, and apps often collect more data than necessary without fully disclosing how it’s used. Users rarely read privacy policies, leaving them in the dark.”
He advises users to:
- Review privacy labels in app stores before downloading.
- Use tools like Android’s Privacy Dashboard or iOS’s Privacy Settings to monitor app access.
- Consider third-party services like AppCensus to analyze what data your apps are collecting.
