Privacy Policy

Mobile Age Analytics Description

This privacy policy governs your use of the software service Mobile Age Analytics ("Service") for mobile devices and websites that was created by researchers at the School of Computing and Communications at Lancaster University, UK. The Service allows developers to capture web and device analytics of an application or website ("Applications") which this Service is integrated into.

What information does the Service obtain and how is it used?

User Provided Information

The Service obtains the information you provide when you create a user account or register for a Tracking Identifier.

When you configure the Service, you typically provide us with details of your Applications. We do not require you to share your email address, demographics or other information.

Automatically Collected Information

In addition to the above, the Service collects certain information automatically, including, but not limited to, the type of mobile device you use, your mobile device’s unique device identifier, the IP address of your mobile device, your mobile operating system, information about the way you use the Applications, and potentially information on application crashes.

Research Use of Collected Data

Mobile Age Analytics is part of research around improving open data use and service provision on mobile devices by public and third-sector organisations, conducted at Lancaster University. Data that is collected in the context of this Service is used to improve the system and for current and future research purposes. The access and use of the data will be subject to ethical approval at Lancaster University. Anonymised data may be included in a range of research outputs including but not limited to research publications, journal articles, data archives, presentations and may also be used for teaching purposes.

Does the Service collect precise real time location information of the device?

The Service does not collect precise real-time location information by default. However, Applications developers have the option to enable limited location tracking through this Service. If location collection is enabled by the Applications developers, the frequency of collection is dictated by the Applications developers. Location information also has forced reduced precision before collection, so any location information is only accurate to a town.

If enabled, we use location services to collection location information including, but not limited to, GPS to determine your current position.

If you do not want us to collect your location for the purposes set forth above, you should turn off the location services for the Applications located in mobile phone or browser settings.

Do third parties see and/or have access to information obtained by the Service?

Yes. We will share your information with third parties in the ways that are described in this privacy statement. We may disclose User Provided and Automatically Collected Information:

What are my opt-out rights?

You can stop all collection of information by the Service easily by uninstalling or stop visiting the Applications that use this Service. You may use the standard uninstall processes as may be available as part of your mobile device or via the mobile application marketplace or network.

Data Retention Policy, Managing Your Information and Data Deletion

We will retain User Provided and Automatically Collected data up to an unlimited period of time, to facilitate research and system development.

Your information will be stored on secure servers at Lancaster University. Where we share data with other researchers outside of Lancaster they will be required to ensure that the anonymised data they are provided with is held in accordance with their own institutional ethical guidelines.

We are able to respond to requests for deletion of User Provided or Automatically Collected data when provided with a Tracking Identifier ("TID"), which identifies the Applications, and the Client Identifier ("CID"), a random identifier assigned to users of the Applications. These identifiers will be made available by the Applications' developers. Without these identifiers we are not able to respond to requests for deletion of User Provided or Automatically Collected data due to the design of the Service: we do not link any of your location traces and data you have provided within the Service with your name, email address or any unique device identifier. Instead, we use (different) random identifiers for each user of the Applications (the Client Identifier). Therefore, we are not able to identify datasets that may belong to you for deletion.


We do not use the Service to knowingly solicit data from or market to children under the age of 13. If a parent or guardian becomes aware that his or her child has provided us with information without their consent, he or she should contact us at We will delete User Provided Data (e.g. email address for notification purposes) but please see the "Data Retention Policy, Managing Your Information" section for more details regarding the limitations of identifying and deleting User Provided and Automatically Collected Data.


We are concerned about safeguarding the confidentiality of your information. We provide physical, electronic, and procedural safeguards to protect information we process and maintain. For example, we limit access to this information to authorized employees and researchers who need to know that information in order to operate, develop or improve our Service. Please be aware that, although we endeavor to provide reasonable security for information we process and maintain, no security system can prevent all potential security breaches. Access to the data will be subject to ethical approval (please refer to the section "Research Use of Collected Data" for more details).


This Privacy Policy may be updated from time to time for any reason. We will notify you of any changes to our Privacy Policy by posting the new Privacy Policy here. You are advised to consult this Privacy Policy regularly for any changes, as continued use is deemed approval of all changes. You can find the history of privacy policies at the top of this page.

By using the Service, you are consenting to our processing of your information as set forth in this Privacy Policy now and as amended by us. "Processing" means using cookies on a computer/hand held device or using or touching information in any way, including, but not limited to, collecting, storing, deleting, using, combining and disclosing information, all of which activities will take place in the United Kingdom. If you reside outside the United Kingdom your information will be transferred, processed and stored there under United Kingdom privacy standards.

Contact Us

If you have any questions regarding privacy while using the Service, or have questions about our practices, please contact us via email at