Personal Data, Privacy & Smartphones: The Cautious Consumer | MMA

In June of 2020, Apple announced that with the introduction of iOS14, new privacy features would include consumer opt-in for permission to track.

In partnership with Appsflyer, the MMA conducted research with marketers about the implication of these privacy related updates to their business outcomes, how marketers and app developers are thinking about, planning for and changing operationally for the new world of privacy and data limitations and how consumers are thinking about data privacy in light of the Apple iOS 14 update to a full opt in system for data usage—which other companies are likely to follow.

Some of the key findings include:

  • There is heightened concern among smartphone owners for whom there is no one-size-fits-all approach when it comes to navigating the use of their data by app developers and content providers.
     
  • A significant number of smartphone users have taken technological action to protect their privacy with ad blockers (used by 47%) and browser extensions (35%) the most common tactics.
     
  • Less than 1/3 of smartphone owners are aware of Apple’s privacy changes and when presented with the scenario of how it will work, they find it alarming and on average nearly half (47%) are very unlikely to opt in to tracking.
     
  • Smartphone owners are divided in terms of how confident they feel to make a decision about tracking and think that big tech needs to step in and provide more education.

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Agency: A company that provides strategic, creative or media buying and related services to marketers.
Marketer: A company that sells its products directly to consumers and businesses and buys marketing services to achieve its goals. Company must also not fit into any of the other sales definitions.
Carrier/Operator: A mobile network operator that provides voice and/or data services.
Enabler: A solutions provider offering technology and services that enables and supports mobile marketing.
Associate: Companies or organizations that do not generate revenue from mobile, but are integral to the development of the mobile industry. (i.e. trade associations, legal firms, consulting agencies, etc.)
Seller: Companies that create and/or promote media and content or broker the sale and distribution of mobile advertising.