When AppTrackingTransparency was launched last year, some analysts believed that Apple was shooting itself in the foot by restricting mobile data collection. However, despite the authorization requests implemented on the mobile operating system last year, the acceptance rate continues to progress and reached 25% in 2021; against 16% the previous year.
It took more than a little opt-in to put off iOS users. Figures from Adjust show that authorization for mobile activity tracking continues to climb. The games obviously have the coast with an opt-in rate of 30%. We then find social networks at 22%, e-commerce platforms at 21% and travel applications at 17%. Lifestyle (15%), entertainment (14%), finance, health and fitness (11%) are doing quite well too.
A booming market
Mobile plays an increasingly central role in our lives. Hard to miss! M-commerce followers exceeded one billion last year, an annual increase of 18%. And, with 67% of online purchases made from a smartphone, it is estimated that 3.5 billion dollars in global sales come from mobile sales.
Among advertisers, the lights are also green. 55% of people who buy on their smartphone say they do so after seeing an ad on social networks. Overall, that’s a good return on investment when you consider that hundreds of billions of dollars are spent on mobile advertising every year. In short, consumers have confidence and brands are right to take advantage of it.