Percentage of iOS users consenting to being tracked by apps has grown considerably from last year and is projected to increase even further.
With last year's iOS 14.5 came Apple's App Tracking Transparency feature that asks people whether they would like to be tracked by apps.
The stats are even more promising for gaming apps, with an estimated 30 percent of users allowing businesses to track their activities for personalized ads. For some popular games, opt-in rates were as high as 75 percent. The outlet notes that a month after the launch of the ATT feature, only 4 percent of the users in the US had opted-in to it, so the latest report could be a beacon of hope for the likes of Facebook.
Apple allows app developers to explain why users should allow tracking and it looks like many businesses have found ways to convince users to opt in to tracking. For instance, an app may say that personalized ads help the developer keep the app free or that it can help users save money.Adjust thinks that more users now"understand the value of opting in and receiving personalized advertisements" and expects the upward trend in consent rates to continue.
Apple meanwhile continues to advocate for stronger privacy protections and is fighting hard to prevent legislation that wouldGet the most important news, reviews and deals in mobile tech delivered straight to your inbox
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