An ongoing analysis of Apple's App Tracking Transparency (ATT) tool seems to indicate that 96% of users in the United States choose to ask apps not to track them.
According to Flurry Analytics, which has tracked the activation and deactivation rates of daily tracking since the release of IOS 14.5 late last month, about 4% of daily users in the United States allow applications to access their advertiser identifier (IDFA). The figure is based on a sample of 2,5 million active mobile users every day.
Rates increase when other countries are included, reaching 11% (out of 5,3 million daily users) accept ad tracking worldwide.
Daily rates are calculated by dividing the number of devices that accepted the scan by the total number of devices that accepted and rejected the scan using ATT.
Interestingly, Flurry's data suggests that people actively oppose follow-up requests. The company found that only 4% of iOS 14.5 users have the 'Allow apps to request' option turned off in their settings. That figure drops to 2% in the United States.
Disabling the "Allow apps to request to track you" option prevents access to the IDFA (advertising identifier) and prevents apps from requesting to track you.
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