Most everyone would opt to prevent an app from tracking their location if doing so was easy. Thing is, it often is not so easy to find out how, or do it at all.
According to the CivicScience survey results of 2,600+ app and smartphone users, more than three-fourths (77%) responded they would prevent an app from tracking their location. Less than one-tenth say they wouldn’t, and 15% aren’t sure.
Interestingly, those who use a Samsung, LG, or ‘other’ smartphone brand are the most likely to want to prevent an app from tracking them. Apple iPhone users, more than Google Pixel users, are also more interested in turning off location tracking. But Apple users are still less likely than the general population to want to prevent this sort of tracking.
While on the topic of location tracking, it’s impossible not to think about Facebook. Notorious for tracking the location of app users, it’s notable that those who do not use the social media platform are more likely to want to block location tracking than users are. Facebook users are slightly less likely than the general population to want to prevent location tracking.
Instagram users are even less concerned about location tracking than Facebook users, which is notable since Facebook owns the photo and video sharing social networking service. In fact, it likely wouldn’t be a stretch to say they prefer to share their location, that way they can tag it in posts for the real cred.
Lastly, and similar to the Facebook user cross-tabulation, those unfavorable to Apple products are more likely to want to prevent location tracking than those who are fans of the big brand. Apple favorables are slightly less likely (by two percentage points) than the general population to want to turn off location tracking.
Location tracking is a hot topic. This CivicScience report was meant to serve as a topline view into the kinds of topics we study. If you want even more in-depth insights, cross-tabs, and segments about your consumer, we should talk.
