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96% of U.S. Users Opt Out of App Tracking in iOS 14.5, Analytics Find

By Ars Technica
May 12, 2021
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The Facebook iPhone app asks for permission to track the user, in this early mock-up of the prompt made by Apple. — U.S. users chose to opt out of tracking by apps 96% of the time since the release of iOS 14.5.

Credit: Apple

U.S. users have opted out of application tracking nearly all (96%) of the time following Apple's release of iOS 14.5 in April, according to mobile app analysis platform Flurry Analytics.

That release was accompanied by Apple’s launch of enforcement of the App Tracking Transparency policy, which requires iPhone, iPad, and Apple TV apps to request user consent to monitor their activity across multiple apps for data collection and ad targeting.

Based on data from roughly 1 million mobile apps, Flurry Analytics said U.S. users agree to be tracked only 4% of the time; globally, the firm found that number reaching 12%.

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