Location Opt-Ins Grew During Pandemic But Still Under 11%

Now that you’re all excited about location-based ad targeting, here’s a reality check: this Airship study of nearly 750 million app users worldwide found just 10.7% actually opt into location sharing. The rate is a much higher 23% for retail apps and has grown 39% during the pandemic, reversing a long-term decline in recent years. So don’t get the idea that location-based ads will have anything like universal coverage. You’re welcome.