It’s no secret that Apple’s App Tracking Transparency framework is completely changing the way businesses access, track, and understand individual app user behaviors. The narrative from Apple has been clear and consistent: privacy should be a top priority, and users should have control over the data they share. But for companies like Facebook that have relied on user data to deliver successful ad experiences for years, this is only half the story. That’s why Facebook has decided to launch it’s own privacy prompt to users: one that explains exactly why tracking digital behaviors is important for the future of small businesses.
This new prompt from Facebook, which has just been launched globally, states that if users allow tracking, they’ll, “get ads that are more personalized [and] support businesses that rely on ads to reach customers.” But is this argument enough to convince the average user that they should grant Facebook permission to track their activity across apps and websites? The data says no. In a recent survey conducted by TapResearch, 55% of respondents said that they were either unlikely or highly unlikely to allow tracking after reading this prompt from Facebook. 28% of these respondents polled use Facebook at least once a day, while 33% report logging into the app over three times a day—so it’s safe to say that a good portion of these daily active users value their privacy more than better ad experiences in the app.
Those who responded to our question about tracking listed iPhones as their primary device, which gives us a small glimpse into how unpopular opt-in for tracking will be once Apple’s changes are implemented. However, age does play a role in a person’s willingness to be tracked based on the reasons that Facebook has presented. The data shows that the younger a user is, more open and/or accepting they are of the idea of sharing their private data: roughly 26% of 18-24 year olds and about 26% of 25-34 year olds stated that they’re likely or highly likely to allow tracking compared to just 16% of 35-44 year olds.
When it comes to nudging more users in the direction of granting companies access to their data, it seems that Facebook and other advertisers have their work cut out for them. The data suggests that users may be open to sharing their digital activities for the right reason, but determining what that reason is is going to be a challenge. For instance, when asked if they would opt into tracking if it meant they could access their favorite apps for free, 38% of these users responded “Maybe,” while only 29% responded “Yes.”
With the deprecation of IDFA, ad networks like Facebook are being forced to rethink their strategies and learn how to navigate in a world without quick access to private data. Facebook’s privacy prompt will undoubtedly give them a preview of how users are going to respond to being in control of their data, and it’s evident that that will inform their approach for adapting to this shifting landscape.
In the meantime, businesses dependent on ad revenue for growth should begin exploring alternatives. One viable solution is rewarded surveys. As a net-new revenue driver developed in response to the market research industry’s demand for quality insights from everyday app users, rewarded surveys offer mobile apps an avenue for monetization that does not require IDFA data or 3rd party tracking. With the aim to inform the future of business by collecting the thoughts, opinions, and sentiments of everyday app users in exchange for virtual currency, surveys are an interactive, future-forward method for generating profit in a way that does not compromise app user experience. For a look at how popular mobile apps are using rewarded surveys today, check out how Socialpoint used them to increase average revenue per daily engaged user by 2.75x and find stability during the global pandemic.
For more information about how rewarded surveys generate net-new profit for mobile apps, contact our monetization experts today.