According to the latest data from Verizon-owned analytics company Flurry, only 4% of iPhone users in the United States, and 5% of international iOS users have agreed to app monitoring after upgrading their smartphone.
Flurry’s results were focused on a survey of 2.5 million daily smartphone active users of iOS 14.5 in the United States and 5.3 million such users globally. According to the company, its analytics tool is used in over 1 million mobile apps and aggregates data from over 2 billion devices per month.
Users seem to be content to leave app monitoring turned off for the most part.
Apps for the iPhone, iPad, and Apple TV must now ask users for permission to monitor their activity through several apps using techniques like IDFA (ID for Advertisers) for data collection and ad targeting.
If a user has app monitoring requests allowed in iOS 14.5, an app must ask permission to monitor their behavior any time they download or update it. And it’s obvious that the majority of iPhone users are thinking, “Nah.”
Companies like Facebook, whose market advantages and revenue sources are based on leveraging users’ data to aim the most successful advertising at those users, fought the move vehemently.
Facebook also went so far as to buy full-page newspaper advertising, saying that the move would not only damage Facebook, but also small businesses all over the world. Following that, Apple CEO Tim Cook spoke at a data privacy conference, where he sharply criticized Facebook’s business model.
This sentiment seems to contradict Facebook’s earlier argument that ATT would have a “manageable” effect on its business and could even favor the social network in the long run.
Despite this, Facebook and other companies have followed Apple’s new rule to prevent being excluded from the iPhone App Store, while certain applications display a screen explaining why users can opt in before the Apple-mandated opt-in or opt-out prompt appears.
Other tech giants, such as Snapchat, Google, and Twitter, have stated that if the majority of users opt out of app tracking, it will have a negative impact on their bottom line.
However, because Flurry Analytics’ data does not break it down by app, it’s hard to tell whether the figures are biased against app tracking opt-in due to user mistrust of Facebook, for example. It’s likely that consumers trust certain types of apps more than others, but that information isn’t available.
Granted, this is just the beginning of our understanding of user reaction. We’ll likely gain a clearer understanding of the average number of users opting-in or opting-out of app monitoring with more time, as iOS 14.5 has only been out for a little less than two weeks.
However, one thing is certain: people respect their privacy. Even if it means losing out on a few personalized advertisements, several people seem to be willing to make the compromise.