A new study about consumer use of Limit Ad Tracking indicates that the rate rose to 20% in the US. According to adjust, the previous rate of iOS users who opted out of ad tracking was 16-18%. This data seems to be in sync with TUNE’s reporting which found that 17% of users enabled the Limit Ad Tracking setting.
However, globally, rates remain the same around 18%. Adjust points to the release of Apple’s iOS 10 as contributing to the spike of 2 million US users activating the Limit Ad Tracking feature for the first time. Learn more about the Limit Ad Tracking feature in our blog post.