iOS 14.5 update impacts tracking

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 07, 2021, 12:10 PM GMT+0

According to AppsFlyer, on 37% occasions people worldwide chose to be tracked in the first week of iOS 14.5 launch, compared to 29% in the US.

Apple's latest release of iOS 14.5 impacted businesses across categories and apps globally. With iOS 14.5 unable to access identifiers unless users opted-in, most users declined the tracking permission, as per the study.

Opt-in rates differed by category, shopping apps had a 43% rate, 40% for food and drink, and 40% for finance. The lowest opt-in rates were 18%, 27%, and 31% for social media, lifestyle, and entertainment, respectively.

Moreover, opt-in rates between markets also varied, with gaming seeing 47% opt-ins in Brazil, compared to 18% in the US. However, the industry has been quick to adopt new technologies that benefit consumers’ privacy, notes Brian Quinn, AppsFlyer’s US president and general manager.

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