Marketers are taking advantage of a mobile dependent society. Cell phone carriers unknowingly supply information to retailers and other anonymous data collection agencies simply by enabling Wi-Fi. When a device searches for a network, it broadcasts a unique MAC address. With this address, anyone can retrieve your global position providing an ideal opportunity for location tracking. In addition, users whom download applications often grant permissions to collect personally identifiable data including usernames, passwords, contacts, age, gender, location, phone id, and phone number. And don’t forget those account and credit card numbers you’ve saved on your device to ease the facilitation of routine mobile activities.
The link below directs to a chart that details the data collected by over 100 Android and iPhone apps.
http://blogs.wsj.com/wtk-mobile/
How is this information stored and who is entitled access? Oftentimes, we aren’t privy to know!
Research conducted by Truste found that 89% of mobile users are concerned about their privacy.
THE SOLUTION
Get rid of the problem.
Mobile is a convenience not a necessity.
Your confidentiality is held within your hands.
Can you disconnect?
Emerging Media 
I think disconnecting probably isn’t the solution for most of us. Our lives are now so entwined in mobile devices and applications that disconnecting completely would be difficult. Instead, I believe the answer lies with the creators of these mobile services we’re using to provide clear, easy to digest privacy agreements written in lay language. This is especially important given that children now use mobile devices and are often targets of identity theft. Nobody should be tracked without informed consent unless they are a suspect of a crime.
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