| Over 60% of people will click "Don't Allow" when Apple's new app tracking transparency prompt pops up, according to a survey by Singular. In an analysis last year, survey author John Koetsier found that only 31% of iPhone and iPad users were taking advantage of Apple's limited ad tracking capabilities. This means that with the new iOS nearly double the number of users will be declining data tracking. There were some differences in demographics: - Women were more likely than men to decline tracking.
- Teenagers and those over 54 were the most likely to click Don't Allow.
- Survey takers between the ages of 35-44 were the most ok with mobile tracking.
For those that will allow tracking, most say that knowing the app brand is the biggest factor in saying yes. The second most important factor is the explanation brands give for requesting user data. However, the prompt only allows two short lines for marketers to explain their need for data tracking. "If you can explain in-app what data you want and why you want it, this survey suggests you have a good chance at getting tracking consent," said Koetsier. Why we care. With the phasing out of third-party cookies and more consumers being aware of how their data is being collected and used, marketers are worried about both their ability to know their audiences and retarget accurately. Koetsier makes the case that knowing the details of the 40% who do opt in to app tracking "is a big enough percentage to make aggregate judgments about the other 60%, at least in some things." But it's important to keep in mind that the trend will likely continue toward more privacy in the future, not less. | 
