96% of US users turn off app tracking in iOS 14.5, according to analytics



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The Facebook iPhone app asks for permission to follow the user in this first prompt mockup created by Apple.
Enlarge / The Facebook iPhone app asks for permission to follow the user in this first prompt mockup created by Apple.

Apple

It seems that in the United States, at least, app developers and advertisers who rely on targeted mobile advertising for their revenue are seeing their worst fears come true: Analytical data released this week suggests that American users are choosing to do not follow up 96% of the time. in the wake of iOS 14.5.

When Apple released iOS 14.5 at the end of last month, it started enforcing a policy called App Tracking Transparency. IPhone, iPad, and Apple TV apps must now request permission from users to use techniques such as IDFA (ID for Advertisers) to track user activity across multiple apps for data collection and ad targeting purposes .

The change has met fierce resistance from companies like Facebook, whose market advantages and revenue streams rely on harnessing user data to target the most effective ads to those users. Facebook has gone so far as to remove full-page newspaper ads claiming the change will not only hurt Facebook, but destroy small businesses around the world. Soon after, Apple CEO Tim Cook attended a data privacy conference and gave a speech that harshly criticized Facebook’s business model.

Nonetheless, Facebook and others have complied with Apple’s new rule to avoid being kicked out of the iPhone’s App Store, though some apps feature a screen explaining why users should register before they do. Apple-mandated activation or deactivation prompt does not appear.

The new data comes from Verizon-owned Flurry Analytics, which claims to be used in more than a million mobile apps. Flurry says he will update the data daily so subscribers can see the trend as it progresses.

Based on data from that million apps, Flurry Analytics says US users agree to be tracked only four percent of the time. The global number is significantly higher at 12%, but it still falls short of estimates from some advertising agencies.

Data from Flurry Analytics shows that users are opting out of tracking at rates much higher than predicted by surveys conducted before iOS 14.5 went live. One of those surveys found that just under 40 percent, not 4 percent, would opt for prompt tracking.

However, the data from Flurry Analytics does not break things down by app, so it is impossible to know from this data if the numbers are biased towards enabling app tracking by, for example, user mistrust. with respect to Facebook. People may trust some types of apps more than others, but this data is not available.

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