How does Uber use our data?

Mobile privacy has become a growing conversation in the minds of both consumers and advertisers. While the concept of data privacy very monumentally affects the habits and successes of both groups, it affects them very differently. As a consumer or iPhone user, updated privacy features and data sharing/tracking transparency are of utmost importance to me. In this entirely digital age that we live in, I understand that most of my life exists online, therefore if anything were ever to compromise that data, I know that my life could be forever changed, if not completely ruined. Therefore, as phone carriers like Apple are updating their privacy features to allow users to have more say and more awareness over what information is being put out there, I as a user am very grateful for this. However, from the perspective of a business owner or marketer, I understand that data such as location, activity, tracking, and more, are highly beneficial in learning what users’ preferences are. According to Gohar Kahn, the author of “Creating Value with Social Media Analytics…”, many advertisers use this type of information to drive sales, improve brand affinity, and make purchases possible with a few swipes. Marketers have been able to use our general desire for convenience to gather more and more of our information. For example, the company Virgin Atlantic allows customers to search, book, and board their flights all on their phones — making the mobile experience very easy, user-friendly and enjoyable. This results in a higher customer return rate and therefore more sales.

Taking a deeper look at the concept of mobile app analytics, I analyzed one of my own apps on my iPhone. I wanted to see how much an average app collects my data, what kind of data they’re collecting, and in the end, how it helps or doesn’t help the app’s success. 

For this experiment, I used the app Uber. Uber is a common app that many people my age use to get around when they know they cannot drive themselves. Virtually every single one of my friends has the app downloaded on their phones as well, therefore this will be a good test to see what kind of data a highly-used app collects. 

The first thing I noticed about Uber’s privacy policy is that the first thing on the page is – “Your trust is important to us”. This is a smart tactic on the marketer’s end because the number one thing marketer’s should be cautious of is their user’s trust. If a user does not trust a brand or mobile app, they will not return. 

SOURCE: Uber.com

What type of information do they collect?

Uber has a very unique privacy policy that is commendable for its length, detail and transparency. Uber collects data in a few categories such as Account and Profile, Driver/Delivery Partner, Eater and Rider. 

The first category, Account and Profile contains information such as location tracking, payment methods, communications sent between drivers and riders, driver profile data such as name, phone, email, rating, and the date you signed up to drive with Uber, your own profile data such as name, email address, mobile number, rating(s), and the date you signed up with Uber, and any referral code(s) issued by Uber. There is also saved data for Uber Eats including any locations you saved from previous orders. 

SOURCE: Uber

Driver/Delivery Partner and the Rider categories focus in on the individual driver and rider. For example, the analytics show what operating system (OS) the driver’s phone has, the device model, device language, app version, the time and location the data was collected, and vice versa for the rider. Uber also collects information about each trip including how long it took, how many miles, the fare information, and payment information for both the driver and the rider. Lastly, Uber has the driver’s documents such as a driver's license, insurance and vehicle registration.  

Why do they collect it?

According to the Uber app, the application collects most of this data to ensure the credibility of its company. Holding document data such as a driver’s driver's license, insurance and vehicle registration will help Uber in case of any car accidents or fender benders. Collecting information about the driver or rider’s device OS, model, and language helps Uber better match riders and drivers together and allow for a stronger customer satisfaction rate.

Furthermore, Uber also uses your current location. According to Uber, they use location data to find drivers that are near you quicker and easier, display trip history in your receipts, understand and resolve support tickets and troubleshoot software bugs. Customers get the option to share locations with Uber and the application recommends clicking the option - “While using the app” for the best, safest results.

Do they share it?

Uber also said that in some instances, they’re required to share some information with cities and local governments. In these cases, they collect geolocation and timestamp data from Uber cars, not from customer’s personal devices.

There are special circumstances where Uber said they may collect background location information to prevent fraud and respond to safety incidents. If this were to happen, the user would receive a notice of the location sharing.

Do they keep your information after deleting the app?

If you ever deleted the Uber app, chances are they will still keep some of your information. According to Uber, your account will be immediately deactivated once you delete it. After 30 days, it will be permanently deleted, however Uber … “may retain certain information after account deletion as required or permitted by law”. The company did not expand on what type of information may be kept.

Overall, Uber’s extensive and highly detailed privacy policy and outlines are commendable for its transparency. The primary purpose of mobile app analytics is to keep track of a consumer’s behaviors in relation to how it can benefit the company. Analyzing user behavior can drive revenue, engagement, and loyalty, and improve user experiences, (Kahn). It’s imperative for users to understand where their data is being used, especially location data, because there are a number of ways that it can be used against you if put in the wrong hands. As more companies begin putting data transparency at their forefronts, consumer trust will grow. In the meantime, keep track of the data you choose to share with mobile applications.