A comprehensive study examining the location data practices of the top 10 social media platforms has uncovered concerning patterns of user tracking that extend far beyond what most users realize.
The research, which analyzed App Store disclosures from major platforms including X, Instagram, Facebook, TikTok, and others, reveals that X stands out as the most aggressive collector of location information, gathering both precise and coarse location data for all listed purposes.
The Scope of Location Tracking
Location data collection among social media platforms has become ubiquitous, with all analyzed platforms collecting some form of location-related information. However, the methods and purposes vary dramatically across platforms.
While users may disable precise location sharing in their settings, companies can still infer approximate locations through various means including IP addresses, Bluetooth signals, and cross-referencing with other data sources.
Precise location data, defined as coordinates with three or more decimal places in latitude and longitude, creates an incredibly detailed picture of user behavior.
This granular tracking, occurring as frequently as every 30 minutes, can reveal sensitive personal information including workplace details, medical visits, and even extramarital activities through overnight location patterns.
The analysis reveals that X collects both coarse and precise location data for all purposes listed in the App Store, making it the most comprehensive tracker among social media platforms.
Pinterest also engages in location-based user tracking, though it relies solely on coarse location data for this purpose.
The study reveals that 60% of analyzed platforms collect precise location data for third-party advertising, including X, Instagram, Threads, Facebook, Pinterest, and Snapchat.
This practice enables highly targeted advertising both within the platforms and through external advertising networks.
Additionally, 90% of platforms collect coarse location data for advertising purposes, making it nearly impossible for users to avoid location-based ad targeting.
For platforms’ own advertising and marketing efforts, 60% collect precise location data to deliver targeted marketing messages directly to users.
This dual-purpose collection creates multiple touchpoints for location-based user profiling.
Not all platforms approach location data collection equally aggressively. Reddit stands out as the most privacy-conscious platform, being the only one to explicitly declare that location data will not be linked to user identity.
TikTok and Reddit do not collect precise location data for any purpose, relying instead on coarse location information when necessary.
In contrast, platforms like Instagram, Threads, Facebook, and Pinterest join X in collecting precise location data even for undefined “Other purposes”, raising questions about transparency and potential future uses of this sensitive information.
Social media platforms employ various technical methods to determine user location, ranging from GPS and Bluetooth signals to IP address analysis.
Coarse location data provides approximate location information with lower resolution, while precise location data offers exact coordinates that can pinpoint specific buildings or rooms.
The distinction becomes crucial when considering privacy implications, as precise location data enables much more invasive tracking capabilities and detailed behavioral profiling.
The research highlights a critical gap between user expectations and actual data collection practices. Even when users believe they have disabled location sharing, platforms may continue collecting location information through alternative methods or inferences from other data points.
As location tracking becomes increasingly sophisticated and pervasive, users face mounting challenges in maintaining privacy while using popular social media platforms, with X’s comprehensive approach representing the current peak of location data collection practices.
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