Gartner: Mobile app privacy tracking opt-out rate is expected to drop from 85% to 60% by 2023

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Research firm Gartner published a forecast on December 2, predicting the future of mobile applications tracking user data to provide personalized advertising. Under Apple's leadership, it is becoming increasingly difficult for apps to collect user preference data, as Apple requires apps to proactively prompt users whether they agree to collect personalized usage data. In 2021, about 85% of users chose to refuse to provide data, and this figure is expected to drop to 60% in 2023, meaning that more users agree to apps collecting certain preference data to provide personalized advertising or recommendations.

Gartner said that in order to get users to choose "agree" as much as possible, some apps will even provide users with certain rewards, such as coupons, points, cash rewards, etc. However, Apple's terms do not allow such rewards. However, there are other ways for apps. Gartner recommends that marketers can express convincing reasons on the privacy collection prompt page to make users believe that collecting data will provide people with more relevant advertising and other information, and obtain a better user experience.

It is understood that Gartner also predicts that by 2023, the number of advertisements provided during working hours on TV and streaming channels will increase by 60%. This is due to the trend of remote work, and people no longer need to wait until after get off work to be entertained.

By 2023, 90% of new employee recruitment may be completed through B2B social media channels, so companies should focus on promoting their brands, employee benefits, etc. on the platform.

By 2025, 20% of B2B companies will use artificial intelligence/machine learning tools to communicate with customers to improve communication efficiency. However, human sales representatives will still be indispensable.

In addition, Gartner also predicts that by 2026, about 60% of those born after 1995 and 2000 will prefer shopping on social platforms rather than dedicated e-commerce platforms.