#20% of 14 update

Marketers can still target these users and will be able to for many months to come if historical patterns hold.ДЄnd thatвЂ™s critically important to note, especially when we start drawing inferences about App Tracking Transparency opt-in rates.Д®ssentially, weвЂ™re barely past the Early Adopter phase.

What that means, of course, is that 80% of global iOS traffic is still using earlier mobile operating systems - mostly iOS 14 or subsequent updates - and is therefore not required to even see the App Tracking Transparency prompt. Germany is the quickest to adopt, with a quarter of all German iPhone and iPad owners updating within just a couple of weeks, and China is the slowest, with few than one in ten updating their devices. But weвЂ™re already seeing fairly quick adoption of iOS 14.5, which finally introduces AppleвЂ™s major new mobile privacy features, announced almost 10 months ago at WWDC. Point releases generally come with much less fanfare than major new editions and therefore slower adoption.

#20% of 14 update

Interestingly, you often see significant (10% or more) adoption before an iOS update is even released since so many iPhone owners participate in AppleвЂ™s public beta programs. For example, iOS 14 reached about 50% adoption within about six weeks of release, and within seven months, was at 90% penetration. New versions of iOS are typically adopted quite quickly. The data sample size here is a representative slice of SingularвЂ™s iOS traffic: just under 12 million app installs on iPhones and iPads, all measured and attributed from May 17 to 20.

How is this impacting the mobile advertising ecosystem?.

How many people are accepting tracking when apps ask?.

Singular just pulled a subset of our data to answer key questions that are on mobile marketersвЂ™ minds in the aftermath of Apple releasing iOS 14.5: And fewer than 20% of those agree to allow apps to track their activity to personalize advertising or measure marketing effectiveness. Fewer than 20% of iPhone users have updated to iOS 14.5.