Apple IDFA consent: Roughly 60% of consumers open to persuasion to allow tracking

With the right incentives, iOS users may be willing to share data.

Apple introduced one of the most controversial new privacy features in iOS 14 – consumers can recognize it. The rule requires that explicit programs be allowed by consumers to access the advertiser ID (IDFA) and send data to third parties.

Publishers support the impact. Apple’s announcement about the real weakening of the IDFA was made earlier this year at the company’s developer conference. He immediately deactivated alarms from mobile device providers. Facebook said the change could have a serious impact on Audience Network’s iPhone revenue. Instagram’s daughter is openly complaining about the damage that will be suffered by mobile advertisers and publishers.

Apparently, these complaints were heard. Due to the potential financial difficulties faced by mobile publishers and developers, Apple announced on a blog that it will delay tracking activation until next year to give developers time to make changes.

What exactly will not be clear at this stage: contextual advertising, incentives, some form of alternative identification solution?

A sigh of relief – for now. While some mobile marketers are expressing an audible sigh of relief at the slowdown, it is likely to be temporary. The most challenging aspect of the activation feature is Apple’s language, which can alienate many iPhone owners. While there are some modifications and contextual information that publishers can post, they explicitly ask for “permission to find you on programs and websites owned by other companies”.

There has been much speculation about the hypothetical consumer response to this mandatory screen. We decided to test the main hypothesis, which assumes that most consumers will react negatively. As a result, Search Engine Land conducted a brief Suzy survey of 520 adults using mobile devices in the United States.

The sample is made up of 52% of Android users and 43% of iPhone owners, and the rest are not sure if they want to choose another one. This is close enough to third-party estimates of comparative market share in the United States.

Apple tried to market privacy as a feature of the iPhone to differentiate it from Google’s Android.

 The tactic seems to work: 

33% say Apple protects privacy better than Android (28%), while 22% think the two are more or less the same; 3% said that none of them did well.

Most are unaware of the iOS privacy features.

 When asked if people are aware of the new privacy features of iOS 14 (which are mainly related to the location and privacy of personal information), 56% answered no, 20% replied “I’m not sure” and just 24% replied. So we ask, “Do you agree? If a mobile app asks you to share your information with advertisers, such as your location or device ID?” Just under a quarter of respondents (23%) yes; 39%  no and 38%  

This means, at least in a nutshell, that marketers can still access or access the data of around 60% of iPhone owners if their arguments for adoption are compelling. For this, we ask for different incentives and scenarios that people can choose from.

Interestingly, 42% would not share their information and over 39% answered negatively to the more general question about data sharing.

 But 57% were open to persuasion with an incentive:

• A coupon or discount on the products that interest me – 23%

• Reward points that can be redeemed for products or travel – 21%

• Instant Cash Payment ($ 1 or less) – 12%

• Other – 2%

However, we do not ask ourselves whether “personalized advertising” is a sufficient incentive.

Because we care. 

The above data is consistent with previous research on finding and sharing personal data between smartphone owners. There’s a kind of curved bubble of answers: it always says “yes”, it always says “no” and the crowd “depends” or “whatever you give me”.

The data from this study suggests that iPhone owners can be persuaded to share data with the right message and/or reward. However, it is a challenge for publishers and developers to create the correct message and enter it in the dialog box above. There will be a lot of A / B testing.

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