Apple customers in U.S. are opting out big time — report

From AppleInsider’s “Only 4% of iOS users in US are opting in to ad tracking, report says” posted Friday:

An ongoing analysis of Apple’s App Tracking Transparency tool claims 96% of users in the U.S. are opting out of the ad tracking feature which launched in April.

According to Flurry Analytics, which has been tracking daily opt-in and opt-out rates following the launch of iOS 14.5 late last month, roughly 4% of daily users in the U.S. are allowing apps access to their Identifier for Advertisers (IDFA) tag. The figure is based on a sampling of 2.5 million daily mobile active users.

Rates increase when taking other countries into account, with some 11% of 5.3 million daily users opting in to ad tracking worldwide.

Daily rates are calculated by dividing the number of devices that opted in by the total number of devices that both opted in and out using ATT.

My take: Score one for Tim Cook.

8 Comments

  1. Romeo A Esparrago Jr said:
    “ Who’s b-ad? “
    – Michael Jackson

    14
    May 7, 2021
  2. Gregg Thurman said:
    Take that to the bank Mark. Whoops sorry.

    12
    May 7, 2021
  3. Thomas Larkin said:
    Consumer Choice Wins!

    Next, Margarethe Vestager’s (EU regulator) attempt to protect Spotify’s (an EU company) current monopoly in music streaming (privacy and reselling data be damned), and, the right-left fluster cluck over punishing Big Tech for failing to advance or refusing to advance conservative narratives – Antitrust screamers, meet the First Amendment.

    Let’s unbundle these and consider each on its own merits.

    9
    May 7, 2021
  4. Michael Goldfeder said:
    According to Zuckerberg, this is the end of small business as we know it. OTOH, looks like quite the headwind for Facebook and an enormous tailwind for consumer privacy.

    7
    May 7, 2021
  5. Steven Philips said:
    I think it’s early days yet. Opting out is perhaps a kind of “in” novelty. People may be wanting to just see what happens. I think it will be at least 3-6 months before we can make a meaningful assessment.

    6
    May 7, 2021
  6. Bart Yee said:
    Hopefully what people will see is the number of ads begin to dwindle and the targeting of ads lessen. Maybe that will result in a “better” user experience, maybe not. But IMO Apple users will feel they have a measure of control over their digital lives and Apple has given them that choice.

    For Android users, most won’t care or be powerless to choose, but many will rationalize how useful, important and “needed” (nee, required) ads are in the Android / Google world so that they can have a “free” OS which saves them money spent (never mind that ads encourage you to spend), gets them ads even on their own phone makers’ apps, and inferior OS support and huge fragmentation. Being tracked is just part of the trade off for cheaper products. Wonder what the Android flagship owners feel though having to put up with that while spending $600-$2000.

    4
    May 7, 2021
    • David Emery said:
      Judging by what I see on FB, the result will be increasingly more stupid ads, and that will increase the disdain consumers have for on-line advertising. The ads won’t go away, but more people will ignore them, either mechanically with ad blockers, or intellectually. (I do both 🙂 )

      4
      May 7, 2021

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