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App tracking has only 5% opt-in rate since iOS 14.5 update, analyst says

Bad news for apps like Facebook that want to track your activity online.

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Corinne Reichert Senior Writer
Corinne Reichert (she/her) grew up in Sydney, Australia and moved to California in 2019. She holds degrees in law and communications, and currently oversees the CNET breaking news desk for the West Coast. Corinne covers everything from phones, social media and security to movies, politics, 5G and pop culture. In her spare time, she watches soccer games, F1 races and Disney movies.
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App tracking is not popular among iOS 14.5 users right now.

 Sarah Tew/CNET

Apple's iOS 14.5 update means iPhone and iPad apps now have to ask permission from users before tracking their movements online. According to a new analysis by Flurry Analytics, only 5% of US daily users with iOS 14.5 have opted in so far.

Flurry Analytics, owned by Verizon Media, is used in more than 1 million mobile apps across 2 billion devices. It's collecting and updating data daily on the app tracking opt-in rates, looking at the approximately 2.5 million daily mobile active users who have the new operating system so far.

Read more: Stop iPhone apps from tracking you in iOS 14.5. Here's how

Worldwide opt-in rates are a little higher, the study, reported earlier Monday by Mashable, said: It's sitting at 13% as of May 7. Flurry has data on 5.3 million global iOS 14.5 users.

iOS 14.5 launched in April, with the most controversial change being to make companies like Facebook gain consent from users on whether they want their activity tracked across apps and websites. Facebook will include an in-app message explaining why it uses app tracking, and has also pushed back against Apple's update.