Only a fraction of iOS users in the US are allowing apps to track their activity across other companies’ apps and websites, according to Flurry Analytics who published statistics online following the launch of iOS 14.5 last month with its App Tracking Transparency feature.
According to the data based on sampling of 2.5 million daily mobile active users, just 4% of iOS users in the US have opted to allow apps to access their Identifier for Advertisers (IDFA) tag, with the remaining 96% blocking access completely.
On a broader scale, the data reports that out 5.3 million users worldwide, just 12% have allowed tracking.
With iOS 14.5, apps such as Facebook, which uses personal advertising identifiers to serve targeted ads to their users, are now required to get the user’s permission before tracking their data across apps or websites owned by other companies for advertising or sharing their data with data brokers.
Now, users will see a pop-up when accessing an app that wants to use the device’s advertising identifier asking whether the user consents. Apple says: “App Tracking Transparency requires apps to get the user’s permission before tracking their data across apps or websites owned by other companies for advertising, or sharing their data with data brokers. Apps can prompt users for permission, and in Settings, users will be able to see which apps have requested permission to track so they can make changes to their choice at any time.”