Most consumers are supportive of Apple’s App Tracking Transparency feature

A new consumer survey from Axway (a global API management platform) found people are very supportive of having more control over who sees their personal data. In fact, 74% of Americans think Apple (and others) should block advertisers from tracking your activity and preferences across different applications if the advertisers do not get your permission to do so. And consumers are supportive ov Apple’s App Tracking Transparency feature.

Key takeaways form the Axway survey include:

° Seventy-six percent of respondents said mobile apps should have to tell you when and how they’re tracking our activity and preferences across different apps and websites,

° Eighty percent think mobile apps should have to get our permission to do so.

° Thirty-nine percent would give permission to let mobile apps and advertisers track their activity and preferences across different apps and websites. 

° If mobile apps and advertisers agreed to let users opt out at any time, more than half (52%) would allow activity and preferences tracking across different apps and websites.

“Apple’s decision is disruptive, yes, but we can also look at it as forcing good decisions about communicating user data. And that is good for building trust, creating a more positive experience for consumers,” says Shawn Ryan, vice president, Vision and Strategy, Office of the CTIO at Axway. “Trust can be your competitive edge here, because those that already have a good trust level with their customers may be less disrupted in the next few months.”

Propeller conducted its national online survey for Axway of 1,017 U.S. adults between April 17-19, 2021. Survey responses were nationally representative of the U.S. population for age, gender, region and ethnicity. The maximum margin of sampling error was +/- 3 percentage points with a 95% level of confidence.

Dennis Sellers
the authorDennis Sellers
Dennis Sellers is the editor/publisher of Apple World Today. He’s been an “Apple journalist” since 1995 (starting with the first big Apple news site, MacCentral). He loves to read, run, play sports, and watch movies.