We live in a hyper-connected world where our smartphones have become extensions of ourselves. We are constantly bombarded with suggestions to download the latest app: the one for the supermarket, the one for the clothing store, the one for the gym, the one for the restaurant around the corner... It seems like there's an app for absolutely everything. And yes, in many cases, these apps can be useful, streamlining processes and offering some discounts. But at what price?
They promise us an easier, more comfortable, more organized life. With a couple of clicks we can do our shopping, order food to be delivered, book a flight, or even control the lights in our home. Brands seduce us with the promise of efficiency and personalization, and we happily fill our phones with endless colorful icons.
I look around me, on the subway, on the bus, in waiting rooms, and I see a recurring pattern: screens full of apps, many of them unused, abandoned in digital oblivion. Do we really need all these applications? Or are we victims of a marketing strategy that is much more sophisticated than we think?
The answer, as is often the case, is complex. It is true that some apps make our lives easier. Being able to manage our finances from our mobile, access information in real time or communicate with our loved ones instantly are undeniable advantages. However, behind this apparent usefulness lies a less attractive reality. Companies do not offer these apps out of altruism. There is a reason, and that reason is you.
Downloading an app, even if it is free, represents a triumph for the brand. First of all, it gets a privileged space on your phone, a constant reminder of its existence. Every time you unlock the screen, its logo greets you, subtly recording itself in your subconscious. Secondly, and much more importantly, the app becomes a powerful data collection tool. Your shopping habits, your preferences, your schedules, your location… all this seemingly innocuous information becomes a valuable asset for companies.
With this data, brands can profile their customers with astonishing accuracy. They know what products interest you, when you usually buy, how much you are willing to spend. This information allows them to personalize offers, send you push notifications at the right time, and, ultimately, influence your purchasing decisions. And let's not fool ourselves, the end goal is always the same: that you spend more, and that you buy from them.
In addition, this data, aggregated and anonymized, becomes the raw material of Big Data. Companies buy and sell this information, feeding a multi-million dollar market that operates in the shadows. We, the users, are the involuntary suppliers of this raw material, giving up our data in exchange for… a small discount? The convenience of not having to enter our payment details every time we buy something?
This isn't about demonising technology or advocating a return to the analogue era. Apps, when used well, can be useful tools. But it's essential to be aware of the game we're playing. We need to be critical of the apps we download, review the permissions we grant them, and especially ask ourselves if we really need them. How many apps do you have on your phone that you haven't used in the last month? Do you really need the app from every store you visit? Or could you just access its website from your browser?
The next time you're suggested to download an app, think twice. Read the terms of use, find out what data they collect. Remember that in the digital world, free access has a price, and that price is your privacy. This isn't about paranoia, but about being aware of the value of our information and making informed decisions. After all, in a world where everything can be quantified and monetized, our data is our most valuable asset.
In my opinion, the fewer apps we have on our mobile, the better.
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