Despite many concerns about the IDFA changes, opt-in rates for mobile games on iOS are quite high. According to GameAnalytics, 43% of users gave their consent to their personal data being tracked.
On September 8, GameAnalytics shared the results of its research, based on data obtained from mobile games with 1000+ MAU between July 1 and August 31.
The sample was made based on information about 121 million users who have iOS 14.5+ devices. Here are key takeaways from the report:
- Worldwide, the opt-in rate for mobile games was 43%, in the US, 36% of users gave their consent;
- 39.8% of users worldwide and 46.2% of the US users declined to provide consent;
- App Tracking Transparency (ATT) framework was restricted on 17.2% of devices globally and on 20.5% of devices in the US. It means that people either actively disabled this framework in settings or people couldn’t change settings on managed devices;
- The opt-in rate couldn’t be determined on 31.5% of devices worldwide and on 29.03% of devices in the US. It means that this status can still be obtained by asking a user.
GameAnalytics noted that its numbers are higher than those provided by other companies. For example, Flurry previously reported a 15% opt-in rate across all apps globally.
Such discrepancies might be due to the fact that GameAnalytics collects only game-related data. And many mobile game developers use Adjust, which has been asking its clients to ask users for consent since the release of iOS 14.5.