Commit 04832ef4 authored by Aral Balkan's avatar Aral Balkan
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Updated LifeBuzz copy with screenshots from site.

parent 2238a682
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The web is a sewer but some sites take things to altogether new and absurd levels. In our study of the top 5,000 web sites according to Alexa, LifeBuzz topped our list with 172 unique third-party trackers.
Each time someone loads LifeBuzz, those 172 trackers [waste 2.58MB of data and a little over 2 minutes of loading time](#after-better) on your device.
Each time someone loads LifeBuzz, those 172 trackers waste [2.58MB of data](#after-better) and [a little over 2 minutes of load time](#after-better) on your device. (Not coincidentally, those are also the amounts that Better saves you on every load.)
Those numbers are shocking in and of themselves, however, what’s really staggering is when we take into consideration that LifeBuzz gets over 250,000,000 page views a month [(1)](#references). It means that every month, **LifeBuzz wastes approximately 645 terabytes of your data and over 1,000 years of time a month just to load its trackers** [(8, 9)](#references).
It gets worse: given the percentage of LifeBuzz’s traffic that’s from the US [(5)](#references) and the percentage of traffic in the US that’s from mobile phones [(3)](#references), we can calculate – conservatively – that **LifeBuzz wastes over 314 terabytes of mobile data in the US alone every month** [(11)](#references). Given that the average cost of 1GB of data in the US is $13.01 [(2)](#references), **LifeBuzz costs Americans over $4,000,000 in mobile data costs alone every month** [(12)](#references).
All that extra loading time also translates to wasted energy. Again, to be as conservative as we can be in our estimates, let’s assume that every one of LifeBuzz’s mobile users has the most energy efficient phone possible and gets close to 31 hours of web browsing on one charge [(6)](#references). Even then, it would mean that **over 240,000 extra charges of mobile phones a month can be attributed to the energy wasted by the trackers on this one site** [(10)](#references). To further put this into perspective, the amount of energy wasted per month for all these additional charges is more than the amount of energy the average household in Brazil uses in a year [(7, 13, & 14)](#references).
All that extra loading time also translates into wasted electricity. Again, to be as conservative as we can be in our estimates, let’s assume that every one of LifeBuzz’s mobile users has the most energy efficient phone possible and gets close to 31 hours of web browsing on one charge [(6)](#references). Even then, it would mean that **over 240,000 extra charges of mobile phones a month can be attributed to the energy wasted by the trackers on this one site** [(10)](#references). To further put this into perspective, the amount of energy wasted per month for all these additional charges is more than the amount of energy the average household in Brazil uses in a year [(7, 13, & 14)](#references).
Again, don’t forget that this is just one site – albeit, quite possibly, the worst site on the web.
Consider now that the web today *runs* on behavioural advertising and tracking. Think of the millions upon millions of sites that take part in this business model. Consider the mind-boggling amount of time, energy and resources wasted. To say nothing about the *qualitative impact* that this mass erosion of privacy has on our societies and on democracy.
**Consider now that the web today *runs* on behavioural advertising and tracking.** Think of the millions upon millions of sites that take part in this business model. Consider the mind-boggling amount of time, energy and resources wasted. To say nothing about the *qualitative impact* that this mass erosion of privacy has on our societies and on democracy.
So the next time you hear the behavioural advertising industry playing the victim and whining about how *their rights* are being trampled on by malware and tracking blockers like Better, consider who the real victim here is: the multi-billion-dollar monopolies that are carrying out mass surveillance on the world’s population for financial gain or the individuals who are trying to protect themselves from it.
And, if you are a policymaker – here are the numbers you need and the arguments you need to do your job and regulate this toxic industry. You have no excuse not to. We cannot tie the future digital infrastructure of our lives to the toxic business model of tracking, analysing, and monetising people. [Ethical alternatives are possible](https://ind.ie/ethical-design) and it is up to you to support them while regulating the abuses of the current mainstream.
And, if you are a policymaker – here are the numbers you need and the arguments you need to do your job and to regulate this toxic industry. You have no excuse not to. We cannot tie the future digital infrastructure of our lives to the toxic business model of tracking, analysing, and monetising people. [Ethical alternatives are possible](https://ind.ie/ethical-design) and it is up to you to support them while regulating the abuses of the current mainstream.
While LifeBuzz wins our first Cloud of Shame Award, we fear that it won’t be the last. If you know of any sites that are worthy of the honour, [please let us know](https://forum.ind.ie/c/better)
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## Notes
* We could not find a privacy policy on LifeBuzz.com. (If there is one, it is not accessible from its main page or navigation.)
* [LifeBuzz Media Privacy Policy](http://www.lifebuzz.com/privacy/)
* [LifeBuzz Media Privacy Policy.](http://www.lifebuzz.com/privacy/)
## References
1. LifeBuzz.com gets “over 250,000,000 page views a month” [Source](http://www.lifebuzzmedia.com)
![LifeBuzz: Measured Results](/spotlight/lifebuzz.com/measured-results.jpg)
> LifeBuzz promises customers ‘measured results’ and a ‘highly engaged audience’. – Ed.
![LifeBuzz: Most valuable audience](/spotlight/lifebuzz.com/most-valuable-audience.png)
> You’re very valuable to LifeBuzz. You’re the product they sell to their customers. – Ed.
![LifeBuzz: Most responsive traffic](/spotlight/lifebuzz.com/most-responsive-traffic.png)
> Is this what they mean by ‘responsive design?’ – Ed.
1. LifeBuzz.com gets “over 250,000,000 page views a month” [LifeBuzz](http://www.lifebuzzmedia.com)
2. The average price of 1GB of mobile data in the US is $13.01 (2013) [Forbes](http://www.forbes.com/sites/tristanlouis/2013/09/22/the-real-price-of-wireless-data/#1fc4c421354e)
3. 56% of traffic in the US is from mobile (2015) [SimilarWeb via MarketingLand](http://marketingland.com/mobile-top-sites-165725)
4. 82% of LifeBuzz’s traffic is from mobile [LifeBuzz](http://www.lifebuzzmedia.com)
5. 87% of LifeBuzz’s traffic is from the US [LifeBuzz](http://www.lifebuzzmedia.com)
6. The Gionee Marathon M5 is the most energy efficient phone in the [GSM Arena Battery Test](http://www.gsmarena.com/battery-test.php3). It gets 30:51 hours of web browsing on a single charge (= 1,851 minutes)
7.[G]iving a full charge to an iPhone 6 uses about 10.5 watt-hours of electricity.” [Opower](https://blog.opower.com/2014/09/iphone-6-charging-47-cents/)
8. 250,000,000 page-views/month × 2.58 MB wasted = 645,000 GB wasted/month
9. 250,000,000 page-views/month × 2.17 minutes = 542,500,000 minutes wasted/month = 1,031.45 years
8. 250,000,000 page-views/month (see 1) × 2.58 MB wasted (see [above](#after-better))= 645,000 GB wasted/month
9. 250,000,000 page-views/month (see 1) × 2.17 minutes wasted (see [above](#after-better)) = 542,500,000 minutes wasted/month = 1,031.45 years
10. 542,500,000 minutes wasted/month (see 9) × 0.82 (see 4) ÷ 1,851 minutes (see 6) = 240,329.55159 extra mobile phone battery charges/month
11. 645,000 GB wasted/month (see 8) × 0.87 * 0.56 = 314,244 GB of US mobile data wasted/month
11. 645,000 GB wasted/month (see 8) × 0.87 (see 5) * 0.56 (see 3) = 314,244 GB of US mobile data wasted/month
12. 314,244 GB of US mobile data wasted/month (see 11) × $13.01 (see 2) = $4,088,314.44 wasted in data costs/month
13. 240,329.55159 extra mobile phone battery charges/month × 10.5 watt-hours (see 7) = 2,523,460.2917 watt-hours of energy wasted = 2,523.4602917 Kw/h
14. Household electricity consumption (kWh/year) – Brazil: 1,834, Russia: 2,419, Italy: 2,777. [Source](http://shrinkthatfootprint.com/average-household-electricity-consumption)
13. 240,329.55159 extra mobile phone battery charges/month (see 10) × 10.5 watt-hours (see 7) = 2,523,460.2917 watt-hours of energy wasted = 2,523.4602917 Kw/h
14. Household electricity consumption (kWh/year) – Brazil: 1,834, Russia: 2,419, Italy: 2,777. [World Energy Council](http://shrinkthatfootprint.com/average-household-electricity-consumption)
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