It only seems like your phone is listening. In reality, it's much smarter than that

Modern life – for the most part – is contained in the mobile phone. The device is always at hand, and it can seem like someone or something listening to private conversations or monitoring every keystroke we make.

And it can still be unnerving when ads pop up – unsolicited, but relating to our conversations – on sites like Facebook or Instagram.

Many people feel like their phones are listening. Consumer Reports says that’s probably not what’s happening.

“This is something that researchers have looked at a lot. And despite all those weird feelings, they’ve yet to find any evidence that phones and the apps on them are actually recording or listening to your conversations," said Bree Fowler, Consumer Reports tech editor.

So what is going on?

Consumer Reports says mobile phones have much more efficient ways to figure out what we’re talking about and interested in without ever recording a conversation.

“Researchers have found that apps on phones will do things like take screen shots or use your GPS to track where you’re going. Or even collect video of what you’re doing on your phone," Fowler said. "All of this can be used to create targeted ads.”

Facebook monitors what users look on the internet outside of Facebook by using a transparent file placed on websites to track what you watch, read and place in your shopping cart.

So, how do you explain having a conversation about something and then seeing it on your phone?

“Chances are you probably did a Google search for those shoes. Or maybe you mapped out directions to a shoe store," Fowler explained.

The amount of data that companies can gather is staggering. Consumer Reports says one way to limit access is to avoid using the universal sign-on features offered by both Google and Facebook. Create and use a different login for each site you visit.

Another tip is to monitor the permissions you give each app on your phone. For example, if an app doesn’t need to know your location, turn off its access.

Apple is focusing on digital privacy with its latest operating system. Several new features, including its own sign on service, are designed to give consumers more power over how much of their information they share.