A study by Verizon-owned Flurry Analytics has discovered that the majority of iOS users worldwide have chosen not to enable app tracking. As you may recall, Apple recently rolled out version 14.5 of its operating platform for iPhones which introduces its new App Tracking Transparency (ATT) feature. This enables users to decline certain apps from acquiring their Identifier for Advertisers (IDFA) data to be shared and collected for targeted advertising.
In the study, the analytics firm found that only 12% out of 5.3 million daily active users worldwide allowed app tracking on their devices after the rollout of iOS 14.5. Meanwhile in the US, that number is reported to be only 4% out of 2.5 million users. Additionally, only 5% and 3% of users worldwide and in the US respectively have set up their app tracking preferences to Restricted in their device settings, Flurry Analytics said.
At this current time, the numbers are definitely not in favour of certain companies such as Facebook and its numerous subsidiaries. As previously reported, the social media giant has been aggressively campaigning against Apple’s implementation of its ATT feature, while championing itself to protect the sustainability of small businesses which relies heavily on Facebook’s services. So much so that it even went as far as warning its users of the possibility of charging for its social media services, should they continue to deny apps to access their data.