B
Evidence Grade B
Graded
under review
Safe to Cite
Aging
4%
4% -- app tracking opt in rate for US iPhone users (2024)
Lighthouse Research Team
Last verified:
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Evidence graded
Value
4%
Unit
Percentage
Data Vintage
2024
Entity
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
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Source Article
The 6 ½ steps to getting started on Marpipe | Marpipe
As the shift toward user privacy continues, user data has become increasingly difficult for marketers to rely on. Case in point: only 4% of iPhone users in the U.S. opt-in for app tracking — a trend that has severely impacted social platforms’ ability to offer robust audience targeting to advertiser…
Methodology
Cited by Marpipe as evidence of privacy-driven loss of audience targeting; original researcher not identified in the article.
Methodology documented
Trend Over Time
| Period | Value | Change |
|---|---|---|
| 2021 | 4% | |
| 2022 | 4% | 0% |
| 2024 (current) | 4% | 0% |
Segmentation
Industrymarketing
Cite this stat
Plain Text
US iPhone users: 4% app tracking opt in rate. Source: (2024). Via Lighthouse Intelligence -- https://lighthousedata.io/data/iphone-users-opt-in-app-tracking-4pct
HTML Embed
<blockquote cite="https://lighthousedata.io/data/iphone-users-opt-in-app-tracking-4pct" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>4%</strong> -- app tracking opt in rate for US iPhone users<br><small>Source: (2024) · <a href="https://lighthousedata.io/data/iphone-users-opt-in-app-tracking-4pct" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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