App Tracking Opt-Ins Exceed 40% Under New Apple Rules: AppsFlyer Study

At least 40% of consumers allowed iPhone apps to track them when presented with Apple’s new opt-in message, according to this AppsFlyer study of 13 million choices. AppsFlyer notes that most observers expected a much higher opt-out rate, but the results really shouldn’t surprise you: most studies show that about one-third of consumers never want to share data, one-third share it freely, and one-third are somewhere in the middle. See this one, for example.