AppsFlyer And MMA Surveys Find Disconnect Between How Smartphone Owners And Marketers Think Of Data Use And Privacy
- Marketer familiarity with Apple’s IDFA changes has increased since September. Within half a year, awareness has nearly doubled, with the share of marketers stating that they are familiar with the new privacy protocols increasing from 28% to 48%. Still, more than half are “not very familiar” with the upcoming changes.
- Consumers are less likely to allow tracking than marketers expect them to (47% vs. 29%) and are much more likely to approve of Apple’s decision to allow them to decide whether they will be tracked.
- Marketers underestimate the degree to which consumer concerns about online privacy influence their online behavior. Sixteen percent of marketers think that such concerns impact consumer behavior, while 44% of consumers say it does.
- Marketers expect that making ads less repetitive ads (“frequency capping”) and better content quality are key incentives for consumers to allow tracking. Forty-five percent of consumers say that none of these factors would make them more likely to opt-in to tracking.
- Marketers overwhelmingly (83%) acknowledge that the industry has done a poor job educating consumers about data usage and the potential consumer value of tracking.
“The disconnect between consumers and marketers that we found in comparing the surveys points to a challenged future ahead for the marketers who need to do a better job of communicating, and yes, even negotiating with consumers about the value of their data,” says Brian Quinn. “Overall industry education of consumers is key, but each and every company needs to be working now on how to address the changes that will come from Apple’s opt-in scenario.”
“Apple’s IDFA announcement marks an important milestone in the journey to build, as an industry, a clearer value exchange with consumers,” said Vassilis Bakopoulos, Senior Vice President and Head of Industry Research, MMA Global. “Through our collaboration with AppsFlyer on this series of studies we have the right insights to help our members and the industry at large better understand and navigate the potential impact of these changes.”
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