Martech: Martech is Marketing Logo
  • Topics
    Transformation
    Operations
    Data
    Experience
    Performance
    Management
    Special Reports
    All Topics
  • Conference
  • Webinars
  • Intelligence Reports
  • White Papers
  • What is MarTech
    Mission
    Team
    Newsletter
    Search Engine Land
    Third Door Media

Processing...Please wait.

MarTech » B2C Marketing » App opt-in rates climb despite Apple’s permission requirements

App opt-in rates climb despite Apple’s permission requirements

Rate hits 25%, up 9% since the release of AppTrackingTransparency feature.

Constantine von Hoffman on April 14, 2022 at 12:27 pm

App opt-in rates soared in 2021, putting to rest fears about the impact of Apple’s AppTrackingTransparency (ATT) framework. The rate across all sectors was 25%, up from 16% the previous year, according to a report from mobile measurement company Adjust.

ATT is part of iOS 14.5 and requires apps to ask permission to track online activity. At its launch last April there were concerns about its impact on data collecting. Gaming had the most opt-ins at 30%, followed by social (22%), e-commerce (21%), travel (17%), lifestyle (15%), entertainment (14%), fintech and health and fitness (11%), publications (10%). 

Installs were up too. Installs have grown YoY in all verticals tracked by Adjust. Fintech was up by 35% and gaming by 32%. Hyper-casual games made up the highest share of installs (27%) but action games accounted for the most sessions (30%).

Other takeaways:

  • Users spent a collective one billion hours in shopping apps last year, up 18% YOY.
  • Mobile retail racked up $3.5 trillion in ecommerce sales.
  • Mobile accounts for 67% of all ecommerce sales.
  • 55% of people who shop on their smartphones made a purchase after seeing a social media ad.
  • $295 billion was spent on mobile game advertising last year, up 23% YOY. 

Why we care. There is very reasonable concern about consumers explicitly consenting to tracking. The early returns suggest the reluctance will not be as bad as some have feared. Across the board, the mobile app market looks healthy and looks like an increasingly attractive channel to engage with audiences.


New on MarTech

    A winding path to marketing and analytics
    Contentstack debuts no-code Automation Hub
    Why we care about advertising: A marketer’s guide
    Instacart launches shoppable ads
    The rise of omnichannel content platforms

About The Author

Constantine von Hoffman
Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

Related Topics

B2C MarketingDataMarketing AnalyticsMobile MarketingPrivacy

Get the daily newsletter digital marketers rely on.

Processing...Please wait.

See terms.

ATTEND OUR EVENTS The MarTech Conference logo.

June 7, 2022: Master Classes

September 28-29, 2022: Fall

Start Discovering Now: Spring

Learn More About Our MarTech Events

The SMX Conference logo.

June 14-15, 2022: SMX Advanced (virtual)

November 14-15, 2022: SMX Next (virtual)

March 8-9, 2022: Master Classes (virtual)

Learn More About Our SMX Events
Webinars

Benchmark Your Social Media Performance For a Competitive Edge

Take a Crawl, Walk, Run Approach to Multi-Channel ABM

Content Comes First: Transform Your Operations With DAM

See More Webinars
Intelligence Reports

Enterprise SEO Platforms: A Marketer’s Guide

Enterprise Identity Resolution Platforms

Email Marketing Platforms: A Marketer’s Guide

Enterprise Sales Enablement Platforms: A Marketer’s Guide

Enterprise Digital Experience Platforms: A Marketer’s Guide

Enterprise Call Analytics Platforms: A Marketer’s Guide

See More Intelligence Reports
White Papers

How to use AI to make your PR more human

The State of Influencer Pricing

How to Measure Influencer Performance

Reputation Management For Healthcare Organizations

Unlock the App Marketing Potential of QR Codes

See More Whitepapers

Receive daily marketing news & analysis.

Processing...Please wait.

Topics

  • Transformation
  • Operations
  • Data
  • Experience
  • Performance
  • Management
  • All Topics
  • Home

Our Events

  • MarTech
  • Search Marketing Expo - SMX

About

  • What is MarTech
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • RSS

© 2022 Third Door Media, Inc. All rights reserved.