- Sep 6, 2001
'Ask app not to Track' is winningAnna Kramer writes: Facebook was right to be afraid of iOS 14.5. Apple's new privacy tracking opt-out is proving even more popular than expected: About 85% of users worldwide have opted out of ad-tracking when prompted, Flurry Analytics found, and that number leaps to around 94% for U.S. users.
- This might still be early-adopter behavior, though. Flurry data shows that it can take three to five weeks for about 60% to 75% of users to adopt a major iOS update.
- And it's not a perfect representation. The Verizon-owned analytics company says that Flurry is used in over 1 million apps, and that it is collecting and publishing daily updates to its opt-in data aggregated from user behavior for those apps.
- Analyst predictions for user opt-out before the update launched tended to estimate that about half of all users would opt out. So the data so far indicates a worse situation than expected for Facebook and other advertisers, if the same pattern continues as more people update to the latest iOS.
- It's going to invest even more in first-party products, hoping to keep users inside the Facebook universe where it can still track them.
- It's also going to accelerate things like AR and VR, trying to move the world onto platforms it owns so that it doesn't have to play these games anymore.
- And it's going to throw even more weight into its fight with Apple, as it becomes yet another developer who feels wronged by the App Store.