NSA and GCHQ target 'leaky' phone apps like Angry Birds, Google Maps to scoop user data

The agencies also made use of their mobile interception capabilities to collect location information in bulk, from Google and other mapping apps. One basic effort by GCHQ and the NSA was to build a database geolocating every mobile phone mast in the world – meaning that just by taking tower ID from a handset, location information could be gleaned.

A more sophisticated effort, though, relied on intercepting Google Maps queries made on smartphones, and using them to collect large volumes of location information.

So successful was this effort that one 2008 document noted that "t effectively means that anyone using Google Maps on a smartphone is working in support of a GCHQ system."

[link to www.theguardian.com]

The information generated by each app is chosen by its developers, or by the company that delivers an app's adverts. The documents do not detail whether the agencies actually collect the potentially sensitive details some apps are capable of storing or transmitting, but any such information would likely qualify as content, rather than metadata.
Depending on what profile information a user had supplied, the documents suggested, the agency would be able to collect almost every key detail of a user's life: including home country, current location (through geolocation), age, gender, zip code, martial status – options included "single", "married", "divorced", "swinger" and more – income, ethnicity, sexual orientation, education level, and number of children.