Apple's system update has kept the ad world on edge as iOS 14.5 now requires users to opt in to sharing data and being tracked by apps. The belief has been that when delivered the choice, consumers would be reluctant to share their data. But according to a new Ad Age-Harris Poll, while consumers are concerned about data collection, most aren't taking steps to actively avoid it.
In fact, iPhone users who have gone through the update are actually more willing to share their iPhone data than those who are still on the old operating system.
Apple’s rollout last week of its most recent iOS 14.5 update introduced several new privacy features, most notably a pop-up that would force apps to ask users for permission to track them around apps and across the internet. Ad tech companies worried the changes could restrict businesses that rely on using customer data to build advertising profiles and deliver targeted audiences.
Surprisingly, iPhone users on the most recent iOS 14.5 update are slightly more willing than users not on 14.5 to allow social media and shopping apps to track and share their iPhone data. The poll shows 47% of those running the latest update would allow Facebook to track and share iPhone data, compared to 19% of users not running 14.5. Likewise, 36% of users running 14.5 would allow TikTok to track and share iPhone data compared to just 21% of users who haven't updated. And in a bellwether for how shopping and commerce apps are likely to be received, 44% of users running 14.5 would allow Nike to track and share iPhone data compared to 31% of iPhone users not running the latest update.