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96% of iOS users in the US turned app tracking off after the 14.5 update

Only 4% of US users on iOS allowed app-tracking after the update. (Source: Flurry Analytics)
Only 4% of US users on iOS allowed app-tracking after the update. (Source: Flurry Analytics)
The latest version of iOS (14.5) introduced App Tracking Transparency, a new set of dialog boxes that informs the user whenever an app wants to track their activity across the UI and that they can prevent this if they wish. According to new research, its uptake skyrocketed to 88% worldwide, and 96% in the US, within 1 week of the update's release.
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Some apps on iOS are capable of tracking the user's behavior, even if they switch to certain other apps, in a way that might be hard to control without a deep dive into an Apple device's settings. However, the recent 14.5 update made the process much easier with App Tracking Transparency.

The new feature can bring up a window informing the use of a given app's tracking potential on opening it, and offers the option to turn it off at the touch of a button. Now, Flurry Analytics, a Verizon Media-owned group that conducts research based on its code's integration into "over 1 million" apps "across 2 billion mobile devices per month", has reported that only 11% of iOS users worldwide left this app-tracking on upon discovering App Tracking Transparency after installing the 14.5 update.

The same number was just 2% in the US market, although this rose to about 4% over the ~2 weeks post-update. iOS 14.5 also integrates a setting that obliges apps to send the user requests to track them prior to doing so; apparently only about 5% of users continued to allow them to do so on updating their devices worldwide, or 3-4% in the US. All in all, this is news unlikely to make companies such as Facebook very happy these days.

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Some more graphs from the new iOS anti-app-tracking research. (Source: Flurry Analytics)
Some more graphs from the new iOS anti-app-tracking research. (Source: Flurry Analytics)
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Deirdre O'Donnell
Deirdre O'Donnell - Senior Tech Writer - 3843 articles published on Notebookcheck since 2018
I became a professional writer and editor shortly after graduation. My degrees are in biomedical sciences; however, they led to some experience in the biotech area, which convinced me of its potential to revolutionize our health, environment and lives in general. This developed into an all-consuming interest in more aspects of tech over time: I can never write enough on the latest electronics, gadgets and innovations. My other interests include imaging, astronomy, and streaming all the things. Oh, and coffee.
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> Notebook / Laptop Reviews and News > News > News Archive > Newsarchive 2021 05 > 96% of iOS users in the US turned app tracking off after the 14.5 update
Deirdre O'Donnell, 2021-05- 9 (Update: 2021-05-10)