Is Your Phone You? How Privacy Policies of Mobile Apps Allow the Use of Your Personally Identifiable Information

People continue to store their sensitive information in their smart-phone applications. Users seldom read an app's privacy policy to see how their information is being collected, used, and shared. In this paper, using a reference list of over 600 Personally Identifiable Information (PII) attributes, we investigate the privacy policies of 100 popular health and fitness mobile applications in both Android and iOS app markets to find the set of personal information these apps collect, use and share. The reference list of PII was independently built from a longitudinal study at The University of Texas investigating thousands of identity theft and fraud cases where PII attributes and associated value and risks were empirically quantified. This research leverages the reference PII list to identify and analyze the value of personal information collected by the mobile apps and the risk of disclosing this information. We found that the set of PII collected by these mobile apps covers 35% of the entire reference set of PII and, due to dependencies between PII attributes, these mobile apps have a likelihood of indirectly impacting 70% of the reference PII if breached. For a specific app, we discovered the monetary loss could reach $1M if the set of sensitive data it collects is breached. We finally utilize Bayesian inference to measure risks of a set of PII gathered by apps: the probability that fraudsters can discover, impersonate and cause harm to the user by misusing only the PII the mobile apps collected.