A Data Day

Outside in the sun everyone has a shadow... and in the digital world everyone has a shadow, too. This animation looks at the different ways your "data shadows" are created and grow, for example what kinds of data you give away when you click 'I agree'. As devices become smarter and more connected than ever, there is a significant increase in the personal data you give away on an everyday basis.

data day banner

Did you ever wonder what type of data is collected from your digital alarm clock when you wake up? Did you even think your alarm clock would collect data on you? Did you know a variety of other mundane devices are collecting our data as we go about our day?

The Data Day shows you some of the things that you may consent to when you click 'I Agree’. The visualisation goes through a person’s ordinary day on their digital devices and demonstrates what personal data is collected from you and what your personal data is used for.

7:30 AM Alarm clock

Wake up

Information we collect

"Geolocation data. Physical location or movements. Sensory data. Audio, electronic, visual, or similar information. Commercial information. Records of products or services purchased, obtained or considered, or other purchasing or consuming histories or tendencies”

Apalon Alarm Clock Privacy Policy

8 AM Newspaper

Read the news

We personalize your experience

“We can customize the organization of stories we present to you by considering our knowledge of your interests within the NYTimes: e.g., what articles you have visited, which NYT newsletters you’re subscribed to, and which columnists you follow. We believe your reading history is a powerful indicator of stories and topics that are important to you.”

New York Times Personalization FAQ

9 AM Meditation

Take a moment and meditate

Tracking technologies

“Our third party partners may use technologies such as cookies to gather data about your activities within the Products to deliver such advertising to you, such as retargeting ads. We are not always able to respond to do-not-track signals.”

Headspace, Privacy Policy

10 AM Person behind a computer screen

Attend a work meeting

How we use personal data

“We manually review short snippets of a small sampling of voice data we have taken steps to de-identify to improve our speech services, such as recognition and translation.”

Microsoft (Teams) Privacy Policy

11:30 AM Play button

Watch a funny video

The types of personal data we use

“We also collect information regarding your use of the Platform, e.g. how you engage with the Platform, including how often you use the Platform and how you interact with content we show you, the ads you view, videos you watch and problems encountered, the content you like, the content you save to “Favourites”, the words you search and the users you follow.”

TikTok Privacy Policy

1 PM A hanger with a shirt

Browse for new clothes online

Why is emotion recognition important?

“The mood levels can be measured throughout the shopping process; before, during and after a purchase. This technology can also be used to measure the reactions of different people exposed to content such as when looking at digital screens...Our software can detect different facial expressions with 75% accuracy. The overall mood can be estimated with accuracy up to 92%.”

Sightcorp Sales Page

3 PM A person running

Go for a run

Information you provide us

"To help improve your experience or enable certain features of the Services, you may choose to provide us with additional information, like your logs for food, weight, sleep, water, or female health tracking; an alarm; and messages on discussion boards or to your friends on the Services."

FitBit Privacy Policy

5 PM A food icon

Order takeaway

Data provided by users

“We may use the photos submitted by users to verify their identities, such as through facial recognition technologies.”

Uber and Uber Eats Privacy Policy

7 PM A heart icon

Ask Alexa to play music

We process your personal information

“When you use our voice, image and camera services, we process your voice input, images, videos, and other personal information to respond to your requests, provide the requested service to you, and improve our Amazon services.”

Amazon Privacy Policy

8 PM A heart icon

Look for a date

Information you give us

“Some of the information you choose to provide us may be considered “special” or “sensitive” in certain jurisdictions, for example your racial or ethnic origins, sexual orientation and religious beliefs. By choosing to provide this information, you consent to our processing of that information.”

Tinder Privacy Policy

9 PM A money icon

Pay for groceries online

How do we process personal data?

“We may also associate information that we learn about you through your and your contacts’ use of the Services, and information you and others provide, to suggest people you may know or may want to transact with through our Services.”

PayPal Privacy Policy

10 PM A house with wifi icon

Warm up or cool down

Learns from you and programs itself

“It will get to know the temperatures that you like and when you want them. Then it programs itself and creates a weekly temperature schedule....A Nest thermostat also learns how quickly your home heats and cools, because no two homes are exactly the same.”

Google Nest, Google Support Centre