Your smartphone reveals far more than messages or photos. Recent research shows that ordinary apps collect details about websites visited, searches, purchases, locations, device usage, and app activity. A September 2026 study by Surfshark examined 40 popular Android and iOS apps across social media, e-commerce, messaging, and generative AI categories. The findings highlight how app tracking is widespread and how users can take steps to protect their privacy.
Key Takeaways
- App tracking is widespread: 18 of 40 apps (45%) in the study reported collecting browsing history.
- Data creates detailed profiles: Combining location, searches, purchases, websites, and app activity reveals patterns about everyday behavior.
- Privacy tools are available: iPhone’s App Privacy Report and Google Play’s Data Safety disclosures help users understand app data practices.
How Apps Collect Your Data
Different apps collect different types of information. A single app may gather one kind of data, but when combined, several apps can paint a much broader picture of your habits and interests. Location, search history, purchases, websites visited, contacts, device IDs, and usage details can reveal routines without any single piece telling the full story.
Google Maps and Location Tracking
Google Maps can store location data through your Google Account controls. The Timeline feature creates a personal map of places, routes, and trips. When Timeline is active, precise device location is saved regularly on eligible mobile devices—even when Google apps are not open. Google offers automatic deletion options after 3, 18, or 36 months, or you can keep data until manual deletion. Additionally, Search Services History can save activity from Search, Maps, Shopping, Hotels, Flights, Translate, and News.
Social Media Browsing History
Instagram, Facebook, TikTok, X (formerly Twitter), YouTube, and Pinterest all reported collecting browsing history on both Android and iOS in the Surfshark study. These platforms use browsing data to refine interest profiles, target ads, and shape feed content based on websites visited outside the app. Reddit, LinkedIn, and Snapchat showed browsing-history collection on Android but not iOS. Discord reported no browsing-history collection on either platform.
E-Commerce and Shopping Apps
Amazon Shopping collects more than just product searches. A separate August 2026 Surfshark study of 171 Apple App Store apps found that Amazon apps often collect device IDs, email addresses, names, performance data, product interaction data, and crash data. Amazon Shopper also reported browsing-history collection. A 2025 study found that Amazon collected 25 of 35 examined data types among popular U.S. shopping apps. eBay, Shopee, and Shopify reported browsing-history collection on both platforms; Taobao on iOS; and AliExpress on Android. These apps connect browsing interests with product activity for better recommendations and advertising.
Messaging and AI Apps
Rakuten Viber, Messenger, and LINE also reported browsing-history collection. Among generative AI apps in the 40-app study, Google Gemini stood alone with reported browsing-history collection. Poe was included after Surfshark replaced Windsurf, which lacks a mobile app. WhatsApp, Uber, and Spotify were not part of this specific browsing-history study, but they collect other types of data—WhatsApp handles contacts and communication metadata, Uber relies on trip and location data, and Spotify records music and podcast activity.
Browser Tracking and Privacy Tools
Chrome, Safari, and Edge reported browsing-history collection in Surfshark’s separate browser analysis, while Firefox, Aloha, and DuckDuckGo did not. Browsers can access a large record of web activity, and other apps can also collect browsing information outside a traditional browser.
Apple provides iPhone users with the App Privacy Report, which shows access to location, photos, camera, microphone, contacts, and other sensitive resources over the previous seven days, along with network activity and frequently contacted domains. Android offers Google Play Data Safety, requiring developers to describe data collection, sharing, security practices, and other privacy details. Developers must keep disclosures accurate and consistent with their privacy policies.
Recent Regulatory Developments
A major 2026 development came from the U.S. Federal Trade Commission (FTC). On June 26, 2026, the FTC announced an order against data broker Kochava that prohibits the sale, licensing, transfer, sharing, or disclosure of sensitive location data without affirmative express consent. The FTC stated that Kochava had faced allegations tied to location data from hundreds of millions of mobile devices.
The Bigger Picture
The issue extends beyond any single app. Maps reveal places, social platforms reveal interests, retailers reveal purchases, browsers reveal websites, and AI tools record prompts or account activity. Each category offers a different view of your digital life. The combined picture can become far more detailed than any one app suggests.
Frequently Asked Questions
Which popular apps reported collecting browsing history?
Surfshark’s September 2026 study found browsing-history collection reported by apps including Instagram, Facebook, TikTok, X, YouTube, Pinterest, Amazon Shopping, eBay, Shopee, and Shopify, among others.
Does Google Maps track my location?
Google Maps can store location information through Google Account features such as Timeline when location history is enabled. Users can configure automatic deletion periods.
How can I check what apps access on my iPhone?
Apple’s App Privacy Report shows access to sensitive resources such as location, photos, camera, microphone, and contacts, along with network activity from the previous seven days.
How can Android users check app data practices?
Google Play’s Data Safety section provides developer disclosures about data collection, sharing, security practices, and related privacy information.
Why is app tracking a privacy concern?
Information collected by different apps can potentially be combined to create a detailed picture of your interests, routines, purchases, locations, and online behavior.