Around 88 percent of iOS 14.5 users disabled app tracking
The new iOS 14.5 brought Apple’s ambitious anti-app tracking feature. This feature is considered to be good for users but not for app developers. Several companies opposed this move but Apple has finally rolled it out. After iOS 14.5 update, apps ask users to allow tracking to activities across apps and websites.
As per a new report, most of the iOS users who are using iOS 14.5 have disabled app tracking on different apps. Based on a sample survey of 2.5 million daily active mobile users, an analytics company, Flurry claimed that only 4% of iPhone users in the United States allowed app tracking. When the sample size increased to 5.3 million users (globally), the company found that around 12% of users allowed app tracking.
That means around 88% users globally do not want apps to track them across apps and websites.
Most companies including Facebook that deal with interest-based advertising are against this anti-app tracking (ATT) feature. Facebook has even started seeing messages to users asking them to enable app tracking if they want to keep using Facebook and Instagram for free.
Apple has already confirmed that it won’t allow apps to be on App Store if the app offers an incentive for enabling App tracking. Without app tracking, apps won’t be able to show interest-based ads. This will affect advertisement revenue. Now developers will be forced to consider other monetization options including in-app purchases. If an app brings in-app purchases, Apple will get a 30% cut of it.