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Finally, most privacy policies are extremely misleading about “non-personally identifiable information.” Bits of data that feel anonymous are anything but when taken together. The Electronic Frontier Foundation provides an excellent overview of academic research that shows these traits can uniquely identify a vast majority of the U.S. population. For example, the combination of ZIP code, birthdate, and gender—all “non-personal information” that Shopkick and many other services collect—is unique for about 87 percent of U.S. residents. That means if an app has this data, it usually has enough that you can be individually identified.
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Source : http://www.slate.com/articles/technology/future_tense/2014/01/ibeacon_shopkick_privacy_policies_for_location_tracking_apps_aren_t_clear.html