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4% of Apple’s Customers Opted In - That’s A Good Thing


With the new iOS - the mobile operating system of Apple”s iPhone - there are some new security features built in, specifically protecting iPhone users from tracking. If the users so choose.

Per a recent article in Mashable, with Apple’s new update, specifically iOS 14.5, which came out at the end of April, individual iPhone users had the opportunity to opt out of tracking by the likes of Google, Facebook, Twitter, and other suspects in the data scooping sweepstakes.

While the data acquisition, capture, databasing and exploitation was specifically about advertising and ad targeting, you know it’s for more than that. Data acquisition is now a mature business model, and is now both a science and an art. The data used initially is almost always for narrowly targeting ads, but we know it goes far beyond that. The captured data is databased, matrixed with other users in that household, compared to similar users in that community, zip code, area code, voting district, and estimated income level. Owner or renter? Gender, race, education level? Working, in training, in some sort of school, retired or not working. It matters.

All these data points are critically important to automobile retailers, insurance companies, local/state/federal governments and agencies, grocery stores and coupon vendors. We are, each one of us, a data point, a group of data points, and an aggregation of shopping habits, identities and life styles. Abuse of computing power? Yes, and at several levels.

I found the Mashable article revealing in that across almost all United States demographics, the rejection rate of tracking was a quite consistent 4%. Somewhat surprisingly, to me at least, the opt-in for data tracking is around 12% internationally. I’d love to see the breakdown for such places as just Europe, just Japan, and in Asia in aggregate. Unless a person is an advertising professional, and using his or her own phone - or business phone - as a test platform for tracking, more likely I would have guessed 1 or 2%.

Please remember Colleagues, when some platform such as Facebook or Twitter, or some search engine like Google or Bing is free - that means no cost to download the app or access and use the website without cost, you are the product. The search engine, the app or platform or database is there to be paid for by your clicks, searches, likes, photographs uploaded or links followed. You are the product, or as business books would say, the widget. I cannot speak for anyone else, but being the cash input device for some anonymous company whose loyalties are as much in China as in this country - not for me.

Apparently not for 96% of iPhone users, either. Hopefully, there will be ways for the “customers” using other devices to bail on tracking as well. Soon.

Consider your options, Colleagues.




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