Applications
Google readying ‘Mobile Meter’ app that offers rewards for tracking mobile usage
MUMBAI: Google wants to dig a little deeper and monitor a user’s app usage as well. Reports reveal that the company is readying new mobile apps that compensate users if they allow their mobile behavior to be monitored. The project, known internally as “Mobile Meter,” utilises iOS and Android apps that intelligently monitor app usage and web browsing habits and send the data back to Google.
According to rumors doing rounds the Mobile Meter program will be totally voluntary. Participants will be required to give their consent (or opt in) before joining. Google isn’t the first to reward users to gather mobile trends either: Nielsen has been conducting research into mobile trends with an Android app.
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Google already passively collects data to improve its apps and resources. The Google Maps app, for instance, regularly feeds back location metrics to enhance the service. The app will presumably enable the company to evaluate the different habits of Android and iOS users, gaining an important insight into Apple’s ecosystem. Talks are that Google will organise all of the information it collects to ensure the privacy of its panelists.
Google has confirmed development of the new apps, which it says are part of its Screenwise market research project that began rolling out last year. The Mobile Meter apps will replace an older method that allowed panelists to participate, helping Google measure media consumption across all screens but with more accurate results on mobile. Both the Android and iOS apps will be submitted to their relevant app stores in the near future, although only panelists will be able to actually use them. The company notes that while there isn’t an open call for volunteers right now, it recruits for panels on an ongoing basis and compensation varies based on the panels people participate in.
Applications
With 57 per cent single new users, Ashley Madison rebrands as discreet dating platform
Platform says majority of new members now identify as single
INDIA: Ashley Madison is shedding the “married-dating” label that defined it for two decades, repositioning itself as a platform for discreet dating in what it calls the post-social media age.
The rebrand, unveiled in India on 27 February, 2026, marks a structural shift in business model and identity. Once synonymous with married dating, the company now describes itself as the “premier destination for discreet dating” under a new tagline: Where Desire Meets Discretion.
The pivot is data-driven. Internal figures show that 57 per cent of global sign-ups between 1 January and 31 December, 2025 identified as single: a notable departure from the platform’s married core. The company argues that its community has already evolved beyond its original positioning.
“In an age where our lives have been constantly put on public display, privacy has become the new luxury,” said Ashley Madison chief strategy officer Paul Keable. He framed the platform’s offering as “ethical discretion” for singles, separated, divorced and non-monogamous users seeking private connections.
The shift also taps into wider digital fatigue. A global survey conducted by YouGov for Ashley Madison, covering 13,071 adults across Australia, Brazil, Canada, Germany, India, Italy, Mexico, Spain, Switzerland, the UK and the US, found mounting discomfort with hyper-public online lives.
Among dating app users, 30 per cent cited constant swiping and messaging as a source of fatigue, while 24 per cent pointed to pressure to curate public-facing profiles and early personal disclosure. Some 27 per cent said fears of screenshots or information being shared contributed to exhaustion; an equal share cited unwanted attention.
The retreat from oversharing appears broader. According to the survey, 46 per cent of adults actively try to keep most aspects of their life private online. Only 8 per cent feel comfortable sharing most aspects publicly, while 35 per cent say they are becoming more selective about what they disclose.
Ashley Madison is betting that this cultural recalibration towards controlled visibility can be monetised. By doubling down on privacy infrastructure and reframing itself around discretion rather than infidelity, the company is attempting to convert reputational baggage into a premium proposition.
