Data from the early days of iOS 14.5’s App Tracking Transparency being enabled indicates that the vast majority of iPhone users are keeping app tracking disabled. The feature went live alongside the release of iOS 14.5 on April 26.
Data from analytics firm Flurry shows that just 4% of iPhone users in the U.S. have actively chosen to opt into app tracking after updating their device to iOS 14.5. The data is based on a sampling of 2.5 million daily mobile active users.
When we look at worldwide figures, we see the figure rising to 12.% of users in a sample size of 5,3 million users.
Since the release of iOS 14.5, all apps must ask for user permission before they can access your device’s random advertising identifier, which is used to track a user’s activity on other apps and websites. Users can then enable or disable tracking on an app-by-app basis. The setting is disabled by default.
As you might imagine, many app developers are opponents of App Tracking Transparency, with Facebook leading the charge against the new feature. The social network has already started using language to convince users that tracking must be enabled in iOS 14.5 if they want to keep Facebook and Instagram “free of charge.”
Flurry Analytics, owned by Verizon Media, is used in over 1 million mobile applications, providing aggregated insights across 2 billion mobile devices per month. For this report, Flurry updates every weekday by 10 a.m. Pacific Standard Time.