More and more iOS users ‘want to be tracked’

According to PhoneArenaATT is a feature implemented by Apple since iOS 14.5 last year to ask people if they wanted to be tracked by the app. Companies that rely on this form of tracking to serve personalized ads like Facebook have criticized the feature, with new reports suggesting that ATT could make Facebook damages to $12.8 billion this year alone.

iOS users’ tracking app permission rate is increasing from almost a year ago Screen capture

Data reported by research firm Adjust based on the 2,000 most popular apps in their database as of May 2021 shows that only 16% of users choose to allow apps to be tracked. However, this has changed when the current number has reached 25%.

The stats are even more promising for games, as an estimated 30% of users allow games enterprise track their activity for personalized ads. For some popular games, the opt-in rate is as high as 75%.

Adjust notes that a month after ATT launched, only 4% of users in the US have opted to allow tracking apps, so the latest report could offer a glimmer of hope for companies like Facebook.

It is known that Apple allows app developers to explain why users should allow tracking, and it seems that many businesses have taken advantage of this by offering users persuasion to opt for tracking. tracking permission. For example, an app might say that personalized advertising helps the developer keep the app free, or it can save users money.

Adjust thinks that many users iOS now “understands the value of opting in and receiving personalized ads,” and that’s why tracking consent rates are up.