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The Evolution of Location Sharing: From Check-ins to Background Tracking

Have you ever wondered how that sneaker ad magically appeared on your Instagram feed after browsing for shoes online? Or why does your phone buzz with a coupon for a nearby coffee shop as you walk down the street? The answer is likely location tracking in your mobile apps.

Location sharing has come a long way since the early days of check-in apps like Foursquare. Now, our phones are constantly pulsing out data on our locations, movements, and habits without most of us realizing it. This data generates customized ads and recommendations, but also raises red flags around privacy. 

In this article, we will explore the progression of location tracking from active check-ins to passive background monitoring, the benefits and risks, and the ongoing debate around transparency and privacy. You may be surprised just how much apps know about your daily patterns once you understand the evolution of location sharing.

The Rise of Check-in Apps

In the early 2010s, services like Foursquare pioneered the idea of active location check-ins through mobile apps. Foursquare gamified sharing your location by awarding points and “badges” for checking in at restaurants, stores, venues, and other public spaces. Checking in let your friends know where you were and what you were up to, making location a social experience. Apps like Yelp soon jumped on board, realizing active check-ins gave valuable insight into real-time consumer behavior.

The incentive structure and competitive leaderboards of early check-in apps meant users were not just willing but eager to share their locations. These apps made checking in and saying “I’m here!” part of the everyday mobile experience. Gamification strategies helped overcome privacy concerns by making location sharing rewarding and fun. While active check-ins have declined, they paved the way for passive location tracking in the background of mobile apps as users were now comfortable with the idea of location services.

Social Media Adds Location Tagging

After check-in apps primed users for sharing their locations, social media platforms like Facebook, Instagram, and Snapchat integrated geo-tagging features. Users could now tag their posts and photos with specific locations like a coffee shop, concert venue, or travel destination. Location tags became an embedded part of documenting and sharing experiences on social media.

However, while check-in apps required users to actively signal their location, social media location tagging worked passively in the background as metadata on posts. Users often didn’t realize their locations were being tracked and broadcast unless they opted to actively tag a place. Social media made location a feedable moment without the friction of a check-in.

The result was an explosion of geo-tagged social content that turned locations into an integral part of the social media ecosystem. Marketers and businesses could now monitor real-time chatter tied to specific places. And users could browse posts by location to vicariously experience those trendy cafes and hot vacation spots. Platforms like Kinolime also leverage location tags and data to connect independent filmmakers with potential local supporters and audiences.

Social media location tagging normalized constant tracking and sharing of location data.

Background Location Tracking

Background Location Tracking

The next evolution in location sharing was apps passively collecting your location data in the background without any check-ins or tags required. Apps like Google Maps, weather services, and voice assistants accessed your location data frequently to provide information on nearby places, drive routes, and hyperlocal recommendations

At first, users had to actively enable location services so apps could access their data. But over time, background location tracking became the default, not the exception. Apps justified this persistent geo-tracking by saying it improved the user experience with more relevant, personalized information. But it also provided a wealth of high-value data for tech companies to monetize for advertising and business insights.

Location monitoring evolved from intermittent check-ins to continuous tracking that requires no active participation from the user. Our phones now pulse out data on our movements and habits 24/7. And this data feeds algorithms that drive ads, content recommendations, and data products.

While location monitoring runs quietly in the background of our phones, its impacts on privacy can be disconcerting once uncovered. Most users are unaware of the scope and frequency of background location tracking. But marketers know exactly which stores we browse, neighborhoods we live in, and restaurants we frequent thanks to this constant location intelligence.

Benefits of Background Location Tracking

While extensive background location tracking raises obvious privacy issues, providers justify it by pointing to certain benefits for users. With access to location data, apps can improve ad targeting and generate hyper-relevant recommendations personalized to users’ movements and habits. Instead of generic promotions, you see ads for products and services in your area and routines.

Location monitoring also enables emergency medical alerts that can pinpoint someone in distress and direct responders to their precise location. For users with medical conditions, location tracking provides an extra layer of protection and rapid emergency response.

Proponents argue that persistent geo-tracking leads to a better overall user experience. But it is important to weigh whether these benefits are worth the tradeoffs in privacy. Improved ads and recommendations may not align with what some users value most. And there are certainly other ways to enable emergency location services without pervasive background monitoring by private companies.

Privacy Concerns

Critics point out the many privacy issues raised by constant, non-consensual location tracking in mobile apps. Users often do not realize the extent to which their location is monitored until they dig into app permissions and settings. Without meaningful consent, is this surveillance ethical, even if apps claim it improves the experience?

Once collected, location data can be mined, aggregated, sold, and used in ways that go far beyond the original intent. Data breaches, unauthorized access, and misuse become real dangers. Location patterns can reveal intimate details about people’s lives, routines, and identities that most would not readily share with a company.

Activists argue that location tracking should be opt-in only with clearly communicated transparency on how the data will be used. But app makers get away with blurry privacy policies and making location opt-out because most people do not proactively change default app settings. Convenience seems to trump privacy despite the risks.

Wrapping Up

Wrapping Up

The evolution of location sharing, from active check-ins to pervasive background tracking, shows how quickly norms and expectations around privacy can shift. What started as an opt-in activity became an always-on data harvest with questionable user consent.

Clearly, the utility derived from location data brings certain benefits – but are they worth the loss of privacy? Or can technology provide utility without continuous, covert surveillance? Achieving the right balance remains an ongoing debate.

While regulation lags behind, users should be empowered to make informed choices about location sharing. App makers must be more transparent about how location data is collected, used, and protected. Settings should make location sharing an opt-in choice, not the default.

Technology will continue getting more sophisticated at monitoring location. The onus is on companies to be ethical and ensure user agency around data collection. And users should regularly review app permissions and limit location access to services that truly require it.

Location tracking began as a fun social experience, but quickly became an unchecked assault on privacy. Restoring respect for user privacy starts with awareness, consent and pushing for change. The tradeoffs between utility and privacy remain complex. But with transparency and accountability, we can work to reach a balance.

IEMLabs is an ISO 27001:2013 and ISO 9001:2015 certified company, we are also a proud member of EC Council, NASSCOM, Data Security Council of India (DSCI), Indian Chamber of Commerce (ICC), U.S. Chamber of Commerce, and Confederation of Indian Industry (CII). The company was established in 2016 with a vision in mind to provide Cyber Security to the digital world and make them Hack Proof. The question is why are we suddenly talking about Cyber Security and all this stuff? With the development of technology, more and more companies are shifting their business to Digital World which is resulting in the increase in Cyber Crimes.


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