New analytics showed that after the release of iOS 14.5, 96% of American users took advantage of a new feature of the system – the prohibition of data tracking by applications. The researchers assumed that this figure would be several times lower.
The new data comes from Verizon’s Flurry Analytics. They claim to have collected information on a million mobile apps. Flurry says it will update the data daily so that users can see the trend as it develops.
Based on data from a million apps, Flurry Analytics claims that US users only agree to surveillance 4% of the time. The global indicator is significantly higher – 12%, but it is still lower than the experts’ estimates.
Flurry Analytics data shows that users opt-out of tracking more often than polls conducted prior to iOS 14.5 predicted. One such survey found that just under 40%, rather than 4%, would agree to tracking when asked to do so.
Apple released iOS 14.5 late last month, where the company began implementing a policy called “App Tracking Transparency.” Apps for iPhone, iPad, and Apple TV must now ask users for permission to use IDFA (ID for Advertisers), tracking user activity across multiple apps for data collection and ad targeting purposes.
This change has met with opposition from companies like Facebook, whose revenues depend on the use of user data to target ads. The social network released an ad claiming that the change would not only harm Facebook, but also destroy small businesses around the world. Shortly thereafter, Apple CEO Tim Cook attended a data privacy conference and gave a speech in which he sharply criticized Facebook’s business model.