Apple released iOS 14.5 on April 26, in which apps must now request permission for tracking. The unnoticed tracking of people’s behavior on all kinds of apps and sites has so far happened unnoticed and beyond the user’s control. Now that the question is being asked, users are largely unanimous, reports Flurry Analytics.
Since iOS 14.5 came out, only 11 to 13 percent of users allow apps to track them on a daily basis; on average 88 percent say ‘no’. Flurry has analysis software in more than 1 million apps, and thus has information on 2 billion mobile devices.
Just as much advertising
The following refusal is greatest in the US, where an average of 96 percent say ‘no’ when asked whether they may be followed. The division between ‘yes’ and ‘no’ has been stable for 11 days both in the US and worldwide.
Regardless of their answer, users will see the same amount of advertising in apps and on sites. The content becomes less personal if it is refused, because online advertisers then know less about the user. Until now, this knowledge was extensive and online advertisers had a good idea of who a user is: age, gender, interests, hobbies, which sites and apps are used when and for how long and more.
Facebook fiercely against privacy measure
Refusing tracking can have major consequences for online advertisers. They now know less about the users and are less able to offer customized advertising. Facebook warned that advertising is therefore becoming less attractive to smaller businesses and entrepreneurs, who cannot afford a major overall advertising campaign.
Facebook has strongly opposed the arrival of the new question in iOS, the function was even postponed for months after complaints from Facebook. Facebook and Instagram now let their users know that refusing to follow permission can sometimes cause the apps to cost money.