B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Dated
41%
41% -- app tracking opt in rate for iOS users (IDFA prompt) (2021)
An AppsFlyer analysis of over 13.2 million IDFA prompt exposures found that 41% of users allowed app tracking.
- Analysts believed 41% was higher than the amount that would actually opt in post-rollout
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
41%
Unit
Percentage
Data Vintage
2021
Entity
Sample Size
13,200,000
Geography
North America
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
AppsFlyer
Primary
Tier B
https://creativeclicks.com/blog/mobile-marketers-moving-beyond-idfa/ ↗
Source Article
Mobile Marketers: Moving Beyond IDFA
With Apple’s iOS app tracking changes happening, here’s an explainer from Creative Clicks.
Last September, we wrote about the coming end of Apple’s automatic device advertising identifier (IDFA) with iOS 14.5.
Now, seven months later, it’s finally going to start (on Monday, April 26th, according to …
Original Research
AppsFlyer
· Original study ↗
Methodology
AppsFlyer analysis of user responses to the new IDFA prompt from more than 13.2 million exposures
Methodology documented
Segmentation
IndustryMobile
RegionNorth America
RoleMobile App Marketer
Channelmobile
Cite this stat
Plain Text
iOS users (IDFA prompt): 41% app tracking opt in rate. Source: AppsFlyer (2021). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ios-idfa-opt-in-rate-appsflyer-2021
HTML Embed
<blockquote cite="https://lighthousedata.io/data/ios-idfa-opt-in-rate-appsflyer-2021" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>41%</strong> -- app tracking opt in rate for iOS users (IDFA prompt)<br><small>Source: AppsFlyer (2021) · <a href="https://lighthousedata.io/data/ios-idfa-opt-in-rate-appsflyer-2021" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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