Moburst

One in two iOS users allow app tracking following Apple's privacy clampdown

Tim Green

A year after Apple introduced its App Tracking Transparency (ATT) framework, a new report shows that half of iOS users are happy to let apps track them.

AppsFlyer's 'ATT - One Year On' study revealed that 80 percent of apps have implemented the ATT prompt (which asks users for consent to collect measurement data). It confirmed that in nearly one out of two instances the user tapped ‘Allow'.

The report concludes that the benefits of showing the prompt far outweigh the benefits of not showing it due to a user experience concern.

Other takeaways form the report include:

  • In the UK, opt-in rates sit at 42 percent for gaming apps and 41 percent for non-gaming apps. This is just below the global average of 46 percent
  • iOS Non-Organic Installs (NOIs) increased seven percent year-over-year, but Android surged 4x faster in the same period
  • After an initial plunge in Q3 2021, iOS budgets increased 65 percent in the last six months driven by a surge in the cost of media. That said, budgets remain nine percent lower year-over-year
  • There was a three percent drop in iOS Cost Per Install (CPI) from Q4 2021 to Q1 2022 after a 58% spike between Q1 and Q3 in 2021. The initial spike in 2021 was due to the substantial increase in the price of media in iOS
  • There was a 30 percent higher consent in developing countries, as users in developed markets are more sensitive to data privacy. The consent rate in France was 35 percent higher than other Western European countries in both gaming and non-gaming apps

Gal Ekstein, President & GM, EMEA & LATAM AppsFlyer, said: “Over the last year, many players in the mobile ecosystem have begun breaking the addiction to user level data, by adopting different measurement methodologies, metrics and technologies. As a result, there’s renewed confidence in iOS, and a shift in mindset that puts privacy front and centre, without compromising on user experience."