After Apple introduced its anti-app tracking (ATT) feature with iOS 14.5 update, only 13% of the users now allow apps to track their data, according to reports. This feature was being objected to by Facebook claiming that this feature will hamper businesses’ ability to show targeted ads to consumers and even consumers will miss out on product recommendations.

According to data compiled by Flurry Analytics, a mobile app analytics platform, only around 5 percent of daily iOS users in the US allowed apps to track other apps.  

“With opt-in rates expected to be low, this change is expected to create challenges for personalised advertising and attribution, impacting the $189 billion mobile advertising industry worldwide,” Flurry Analytics said in an update.

Flurry Analytics, owned by Verizon Media, is used in over 1 million mobile applications, providing aggregated insights across 2 billion mobile devices per month.

Up until now, apps would use Apple’s Identifier for Advertiser (IDFA) to track users for targeting and advertising purposes. However, with the latest iOS update, apps would now have to ask apple users for permission to gather tracking data.

As more iPhone users update to iOS 14.5, we would be able to get a better picture of the average number of users who opt-in or out of app tracking. 

The early trends however do show that more and more users are taking privacy measures.