Gartner: Opt-out rates for mobile app tracking will drop from 85% to 60% by 2023

According to data released by market research firm Gartner, as consumers gain experience with non-targeted advertising, the opt-out rate for mobile app tracking will drop from 85% in 2021 to 60% in 2023.

[[438430]]

“About a quarter of consumers would allow tracking if they are familiar with the brand asking for it, especially as part of a clear exchange of value such as a cash reward, coupon, discount or loyalty points,” said Andrew Frank, vice president and distinguished analyst in the marketing group at Gartner. “While Apple’s terms prohibit developers from offering incentives for allowing tracking on iOS devices, marketers and consumers are finding workarounds.”

Other marketing predictions for 2022 and beyond include:

• By 2023, 90% of B2B social media marketing strategies will incorporate scaled employee advocacy programs.
• By 2025, one in five B2B companies will use AI/machine learning to proactively slow down the customer journey by connecting customers with sales representatives during digital commerce interactions.
• By 2026, CMOs will spend 30% of their influencer and celebrity budgets on virtual influencers.
• By 2026, 60% of Millennials and Gen Z consumers will prefer shopping on social platforms over traditional digital commerce platforms.