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In April 2021, Apple released its iOS **** version, introducing the App Tracking Transparency (ATT) framework, which gives users the freedom to enable or disable tracking. According to data gathered in March 2022, the overall ATT opt-in rate by iOS users worldwide was ** percent. Finance and utilities apps had a higher ATT opt-in rate compared to the overall figure, with a ** percent rate, respectively. In comparison, education apps, as well as health and fitness apps had a lower opt-in rate, with ** percent and ** percent of global users opting in via iOS ATT in the examined month.

iOS App developers adapt to the ATT

During the third quarter of 2021, ** percent of iOS users took advantage of the new possibility given by Apple’s ATT framework and decided to opt-out of tracking while using several social media platforms on their mobile devices. This resulted in ** percent of advertising impressions being lost for advertisers on Facebook, YouTube, and Twitter. According to a survey of app publishers, as of November 2021, a large part of respondents considered it was “too early” to tell if Apple’s ATT could cause a drop in advertising revenues in the app market. In 2022, the impact of Apple’s ATT was revealed when Meta reported slowing revenue growth and identified changes in the iOS framework as one of the causes behind the trend.

App privacy: what users want

As seen from the immediate adoption of Apple’s App Tracking framework from U.S. users in one of iOS regional strongholds, when it comes to app privacy, mobile users appear to want the privilege of choosing to share their data or not. Additionally, almost five in ** Android users reported that their main reason for switching to devices powered by the iOS operating system would be for better data protection. Android users might not have to buy a new iPhone after all, as Google announced in February 2022 its project ‘Privacy Sandbox.’ The initiative will see users gaining more control over their data and possible major restructuring around the use of advertising ID.