Apple's new privacy controls in iOS 13 have resulted in a 68% decrease in background location tracking, reports Location Sciences Group. They have also driven a 24% drop in foreground location tracking.
With the launch of iOS 13, Apple began periodically notifying users that apps were accessing their location and giving them the choice to allow access always, only when an app is open, or just once.
Location Sciences' The State of Privacy and Location Marketing report found that users are much more likely to share their location with a foreground app than one that accesses it in the background.
Our insights suggest that foreground data (while using app) has been impacted by iOS 13, but far less than background. The volume of location data signals available within foreground is significantly lower than that of background. The decrease in background location data vs. that of foreground location data suggests that consumers are more averse to sharing data when they are not using the app or receiving location specific value in exchange for shared data.
The report notes that the decrease in background location data will impact the availability of accurate GPS and SDK level data for marketers.
We have seen a 24% decrease in GPS data post iOS 13, nearly doubling the amount of low accuracy IP. This signals a shift in location data quality priorities in the face of privacy.
The company says that users who do allow sharing of both foreground and background location will require an improved user experience in exchange. Additionally, as access to accurate and privacy compliant data decreases, marketers can expect the cost of location marketing to increase.
Current, opt-in rates for background location sharing are often below 50%, according to Benoit Grouchko, head of ad tech business Teemo. Three years ago those rates were closer to 100%; however, much of the time users weren't even aware they had a choice.
Check out the chart below to see how iOS 13 has affect the supply of background location data.
With the launch of iOS 13, Apple began periodically notifying users that apps were accessing their location and giving them the choice to allow access always, only when an app is open, or just once.
Location Sciences' The State of Privacy and Location Marketing report found that users are much more likely to share their location with a foreground app than one that accesses it in the background.
Our insights suggest that foreground data (while using app) has been impacted by iOS 13, but far less than background. The volume of location data signals available within foreground is significantly lower than that of background. The decrease in background location data vs. that of foreground location data suggests that consumers are more averse to sharing data when they are not using the app or receiving location specific value in exchange for shared data.
The report notes that the decrease in background location data will impact the availability of accurate GPS and SDK level data for marketers.
We have seen a 24% decrease in GPS data post iOS 13, nearly doubling the amount of low accuracy IP. This signals a shift in location data quality priorities in the face of privacy.
The company says that users who do allow sharing of both foreground and background location will require an improved user experience in exchange. Additionally, as access to accurate and privacy compliant data decreases, marketers can expect the cost of location marketing to increase.
Current, opt-in rates for background location sharing are often below 50%, according to Benoit Grouchko, head of ad tech business Teemo. Three years ago those rates were closer to 100%; however, much of the time users weren't even aware they had a choice.
Check out the chart below to see how iOS 13 has affect the supply of background location data.