Imagine this: you’re searching for a flight or hotel booking on your shiny new iPhone, and the price seems higher than what your Android-using friend sees for the same booking. This isn’t a coincidence—it’s an example of data discrimination, where companies use your device type to determine the price you pay.
What is Data Discrimination?
Data discrimination refers to the practice of tailoring pricing or offers based on the device or platform a user is browsing from. Companies assume that users of premium devices like iPhones are willing to pay more, and they adjust their pricing strategies accordingly. This dynamic pricing approach isn’t limited to travel—it’s common across e-commerce, subscription services, and more.
How Does Device-Based Pricing Work?
Businesses collect data about your browsing habits, location, and even your device. Here’s how device data comes into play:
1. User-Agent Tracking: Websites identify your device through a “user-agent string” sent by your browser, revealing whether you’re on a mobile, desktop, iOS, or Android device.
2. Price Adjustments: Based on this data, algorithms dynamically adjust prices or offer exclusive deals.
3. Behavioural Assumptions: Companies assume that iPhone users, for example, have higher purchasing power and are less sensitive to price changes.
Industries Using Device-Based Pricing
This practice is more widespread than you might think. Some industries leveraging device-based pricing include:
• Travel and Hospitality: Airlines and hotel booking platforms often show higher rates to iPhone users.
• E-commerce: Retailers may recommend higher-priced products to users browsing on premium devices.
• Subscription Services: Streaming platforms sometimes offer different pricing tiers depending on the user’s device.
Ethical Concerns
While dynamic pricing based on demand or timing can make sense, device-based discrimination raises several ethical questions:
• Transparency: Most consumers are unaware that their device could influence pricing.
• Fairness: Treating customers differently based on their perceived purchasing power challenges the idea of equal access.
• Trust: These practices can erode trust if consumers feel manipulated.
How to Protect Yourself
Thankfully, there are steps you can take to avoid falling victim to device-based pricing:
1. Browse Anonymously: Use incognito mode to prevent websites from tracking your device and history.
2. Try Multiple Devices: Compare prices on different devices and browsers before making a purchase.
3. Clear Cookies: Regularly delete cookies to minimise data tracking.
4. Use VPNs: Change your IP location to test pricing from different regions.
5. Leverage Comparison Tools: Use websites or extensions that aggregate and compare prices across platforms.
The Way Forward
As consumers, we should demand greater transparency in pricing algorithms. Governments and regulators also have a role to play in ensuring that these practices don’t cross ethical or legal boundaries. While businesses will always look for ways to optimise revenue, they must strike a balance between innovation and fairness.
Conclusion
Data discrimination is yet another example of how technology, while empowering, can also create new challenges. By being aware of how your device might influence pricing, you can make smarter purchasing decisions and advocate for a fairer digital marketplace.
