iPhone users have embraced the new functionality that allows them to refuse programs such as Facebook, Instagram and SnapChat to collect and send personal information for ad serving.
Just over 3% of people with iPhones who have iOS version 14.5 installed have consented to apps such as Facebook, SnapChat, Instagram, and WhatsApp, among many others, to collect and retrieve personal and location data (GPS) from their developers. send for the purpose of personalized advertising. , as found by data analysis company Flurry.
The company, owned by telecom conglomerate Verizon, further revealed that the percentage of people worldwide that allow these apps to collect and submit their personal data on iOS 14.5 is only 13%. That means that the vast majority of users in the survey sample embraced the option in iOS 14.5 (App Tracking Transparency) to prevent apps from sending their personal data to show personalized ads.
The Flurry Analytics app, the company explained in a blog, provides data on approximately 2 billion devices per month. For the study, the company used information from 5.3 million people with iOS 14.5 worldwide from launch, April 26 to May 7.
Globally, only 11% of those 5.3 million users allowed their data to be collected on launch day (April 26), and as of May 7, the percentage has only grown to 13. And 5% of these users have enabled the option on the entire device level, so apps can’t ask for permission to track them.
Meanwhile, only 2% of a sample of 2.5 million users in the United States granted access to data collection, a percentage that barely grew to 5% on May 7. Globally, 4% blocked the option not to allow applications to request access, and the number has dropped to 3% since May 7.
Companies such as Facebook (owner of WhatsApp and Instagram) and Google rely on data collection and location data to sell custom ad packages based on user-specific information. For this reason, both companies have struggled to persuade Apple not to make the security change, as they could lose billions of dollars in profits from selling ads.