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iOS Users Start Changing Their Minds About App Tracking, Larger Percentage Opting In

Apple’s App Tracking Transparency policy kicked up a huge storm when it was first announced because of the fact that this is the sort of thing that could potentially end up making it difficult for companies that relied on user data to sell to third parties to get their hands on said valuable data. When the feature got rolled out and iOS users started opting out of app tracking by default, the quantity of usable data plummeted from iPhones.

With all of that having been said and now out of the way, it is important to note that the winds are starting to shift with the percentage of users that opt in for app tracking increasing to 25% this year. That number is still quite low, but in spite of the fact that this is the case it is a lot better than the 16% of users that were opting in about a year ago. What’s even more interesting is that users are a lot more willing to let gaming apps track them.

Gaming apps have a 30% opt in rate for tracking on average, and some of the more popular apps in this category have opt in rates that are as high as 75%. This makes a strong case for the notion that transparency is actually making the industry stronger by forcing app developers to come up with ways to entice users into allowing them to opt into tracking instead of tracking them in secret without obtaining their consent first.

Facebook is still projected to lose billions of dollars this year because no one wants to opt in for their tracking for obvious reasons. Hence, app developers are now being incentivized to be more open and honest about what they are using the data for, and users are clearly responding by opting in whenever they feel like it is worth it with all things having been considered and taken into account. These figures come from research conducted by Adjust, and it shows a bright path forward for apps that want to implement third party tracking.


Read next: New Study Shows Most People Don’t Know How Big Tech Uses Their Private Data

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