96% of US users opt out of app tracking in iOS 14.5, analytics find - Ars Technica

It seems that in the United States, at least, app developers and advertisers who rely on targeted mobile advertising for revenue are seeing their worst fears realized: Analytics data published this week suggests that US users choose to opt out of tracking 96 percent of the time in the wake of iOS 14.5.

The change met fierce resistance from companies like Facebook, whose market advantages and revenue streams are built on leveraging users' data to target the most effective ads at those users.

This new data comes from Verizon-owned Flurry Analytics, which claims to be used in more than one million mobile apps.

Based on the data from those one million apps, Flurry Analytics says US users agree to be tracked only four percent of the time.

The data from Flurry Analytics shows users rejecting tracking at much higher rates than were predicted by surveys that were conducted before iOS 14.5 went live.

Flurry Analytics' data doesn't break things down by app, though, so it's impossible to know from this data whether the numbers are skewed against app tracking opt-in by, say, users' distrust of Facebook.