Nearly two weeks after iOS 14.5 began offering the choice of opting in to tracking apps or opting out, analysis data provides unexpected evidence that vanishingly few Americans choose to allow it.
What is more surprising is that the global inclusion rate is three times higher …
Flurry Analytics publishes daily updated numbers in a blog post.
Until now, apps could rely on Apple’s Advertiser ID (IDFA) to track users for targeting and advertising purposes. With the release of iOS 14.5 this week, mobile apps should now ask users who have upgraded to iOS 14.5 to allow tracking data. As inclusion levels are expected to be low, this change is expected to create challenges for personalized advertising and attribution, which will affect the $ 189 billion global mobile advertising industry.
Flurry Analytics, owned by Verizon Media, is used in more than 1 million mobile applications, providing aggregate information for 2 billion mobile devices per month. For this report, Flurry will update every weekday from 10:00 a.m. Pacific Standard Time to the daily inclusion rate.
They show that inclusion in the launch day was only 2% of Americans, and the percentage has been very constant since then around 4%.
Globally, however, the inclusion rate is far higher – around 12%. Flurry’s daily data is based on 5.3 million users, 2.5 million of whom are in the United States.
The advertising industry feared that consumers would give up to a large extent, of course, and these data suggest that this is the case.
My personal policy is to make a choice by application. Application tracking allows application developers to run personalized ads that generate more revenue for them, so when I like an application and trust the developer, I allow tracking. For others, I refuse permission.
A 9 to 5Mac A survey of readers showed that almost no one gets involved in tracking apps with all apps, but the approaching fifth of readers take the same approach as me – while almost 80% block for all apps.
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