The data shows that iPhone users are rejecting the tracking at much higher rates than the surveys have predicted.
Advertisers who rely on targeted ads for revenue are facing their worst fears. Analytics data indicates that 96% of iPhone users chose to opt out of tracking following the launch of iOS 14.5 (iOS 14.5). When Apple released the iOS 14.5 update late last month, it began imposing a policy called App Tracking Transparency.
IPhone and iPad applications are required to obtain user permission in order to use technologies such as IDFA to track these users’ activity across multiple applications for data collection and ad targeting purposes.
The change faced fierce resistance from companies such as Facebook, which built their operating system by leveraging user data to target the most effective ads for these users. Facebook has gone even further by publishing full-page press ads that make clear that the change will not only harm Facebook, but also destroy small businesses around the world.
Shortly after Facebook published these press announcements, Apple CEO Tim Talk attended a data privacy conference and delivered a speech in which he sharply criticized Facebook’s business model. However, Facebook and other companies complied with Apple’s new laws to avoid being denied listing their apps on the App Store.
Some applications displayed a screen explaining why you should subscribe to this option. This new data comes from Flurry Analytics, a company owned by Verizon, which says it is used in more than a million mobile applications.
Based on data from one million apps, Fleury Analtics says that US users agree to be tracked for no more than 4% of the time, while the global number is much higher, indicating tracking for more than 12%.