A computer program product, method and mobile device, the computer program product comprising a non-transitory computer readable storage medium retaining program instructions configured to cause a processor to perform actions, wherein the processor is a processor of a mobile device of a user, wherein the mobile device is in communication with a server associated with an entity other than the user, wherein the server is in communication with a plurality of mobile devices, each of which retaining the computer program product, wherein the program instructions implement: subject to an occurrence of an event associated with the user of the mobile device, obtaining data to be transmitted to the server, wherein the event is of interest to the entity, wherein the data to be transmitted comprises demographic information of the user and a property of the event, wherein the data excludes identifying information; and transmitting the data to the server.