Preferred ad types and tracking among Apple users U.S. 2021

According to a survey conducted in the United States in January 2021, two-thirds of respondents stated that they would prefer not being tracked between sites and apps and to only see generic ads not based on their interests. In comparison, 35 percent of the respondents said that they would like to see personalized ads customized to their interest while being tracked between sites and apps.

Would you prefer seeing personalized ads customized to your interests or only generic ads?

Characteristic	Share of respondents
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Release date

January 2021

More information

Region

United States

Survey time period

January 18 to 26, 2021

Number of respondents

2,012 respondents

Age group

18 years and older

Special properties

iPhone and iPad owners

Supplementary notes

Survey question as phrased by the source: "We are all used to apps like Facebook, Instagram, and YouTube showing us ads that are based on our interests and recent online behavior. These personalized ads are possible because apps and sites track us across the Internet. An upcoming Apply privacy feature called 'App tracking Transparency' has the option to prevent tracking. If tracking is prevented you will only see generic ads, rather than personalized ads customized to your interests. With this in mind, which of the following options do you prefer?"

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