Apple recently rolled out its highly anticipated App Tracking Transparency feature with iOS 14.5, which lets users decide whether apps track their activity for targeted advertising. Overwhelmingly, users seem happy to leave app tracking disabled. Just 4% of iPhone users in the U.S. have agreed to app tracking after updating their device, according to the latest data from Verizon-owned analytics firm Flurry.
Worldwide, that figure jumps to 12%, a healthy increase but one that still doesn’t spell great news for companies like Facebook that sell targeting to advertisers by hoovering up user data. With iOS 14.5, if a user has app tracking requests enabled, then whenever they download or update an app, it has to ask permission before it can track their activity. And it’s clear most users are saying: “Nah.”
Users who want to turn off tracking altogether without rejecting permissions for each app individually can toggle “Allow Apps to Request Track” in the iPhone’s privacy settings. Since the update launched on April 26, Flurry’s data shows that, on average, about 3% of U.S. iOS users and 5% of international iOS users have restricted app tracking.
Flurry based its findings on a sample size of 2.5 million daily mobile active users with iOS 14.5 in the U.S. and a sample size of 5.3 million such users worldwide. According to the company, its analytics tool is installed in more than 1 million mobile applications and it aggregates data from about 2 billion devices per month.
As a vocal opponent of Apple’s new feature, Facebook has launched a sweeping fearmongering campaign to convince users that these privacy measures are, in fact, a bad thing. Facebook took out multiple full-page ads arguing that Apple’s feature will devastate small businesses that rely on its ad targeting services and warning that many free sites may have to start charging users money for subscriptions or in-app purchases. Other tech giants like Snapchat, Google, and Twitter have also said that, if the majority of users decide to forego app tracking, it will likely affect their bottom line.
Granted, this data is just our first glimpse at the response from users. iOS 14.5 has only been out for a little less than two weeks, and, given more time, we’ll likely gain a better understanding of the average number of users opting-in or opting-out of app tracking. But one thing’s crystal clear: People value their privacy. And if that means missing out on a few personalized ads, well, plenty of folks seem happy to make that sacrifice.