Survey says that close to 50% of iOS users responding to an ATT prompt have opted-in for tracking
Have you seen the tracking popup on any of the apps or games you use yet?
— Appfigures (@appfigures) April 29, 2021
25% of the apps that have started pushing out the ATT prompt have been games according to appfigures, followed by the slightly more than 6% of the total that comes from the Utilities category. The analytical firm said on Friday that it is “not surprised to see apps turning this on right away instead of stopping to track. Companies like McDonald’s and Spotify and data mungers like Facebook and TikTok have a big enough following that they have to.”
About 25% of ATT prompts sent out thus far have been for gaming apps
requested that they no longer be tracked. So looking at the results from those who have received the prompt thus far, a far higher than expected 47% are choosing to allow third-party apps to track them.
While higher than the 33% expected to opt-in, appfigures says that this is still a big number and points out that “Losing half of inputs would break most models, regardless of how good they are.” The app analytics firm also notes that most companies have not taken the time to polish up the copy written for the “pre-prompt” which is allowed to be customized with certain restriction.
Screenshots posted by appfigures show how DunkinDonuts tries to get users to opt-in by explaining that their data will be used to deliver personalized ads. Streaming video app Hulu has a long-winded “pre-prompt” that leaves readers with eyes glazed over and drool dripping out of the mouth. But the ATT created by Wildlife Safari is the equivalent of a two-headed coin as it only comes with one option that can be selected and that is the option to accept being tracked.
Check out the rigged ATT in the middle
App Tracking Transparency is brand spanking new so we can’t put that much currency in the numbers after one week. After a few months we should have a better idea how users are responding to it.