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As UK consumers settle on new ways of shopping and buying post-pandemic, retailers must keep pace and cater to these new habits.

The news: One year after Apple’s AppTrackingTransparency (ATT) update dramatically changed mobile advertising, the industry is beginning to stabilize and mobile ad spending is on the rise, per a report from AppsFlyer. By the numbers: In the months after ATT was launched, requiring apps to let users choose to opt-in or out of having their personal info tracked, opt-in rates were as low as 23.64%.

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The number of US users that have seen the ATT prompt and opted into tracking is relatively low, per December 2021 information from AppsFlyer. Alternative solutions: Big Tech platforms and small game developers alike are looking to online sales, subscriptions, and in-app purchases to bolster revenues in the face of deteriorating ad effectiveness. Meta is aggressively pursuing ecommerce.

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IDFA isn’t dead yet: New AppsFlyer data suggests that tracking opt-in rates could be much higher than the industry’s expectations, a spot of optimism that could make it worthwhile to keep collecting Apple’s Identifier for Advertisers (IDFA).

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Meanwhile, 37% of customers using iOS 14 or later opted in to cross-app tracking, per a December 2021 AppsFlyer report. Those rates represent a big loss in the trackable audience that marketers need to compensate for.

With iOS 14.5 adoption now at 96% among US social media app users, just 28% of those shown an ATT prompt on any social media app have opted into tracking, per data from mobile measurement partner AppsFlyer as of November 23, 2021. On April 26, 2021, Apple’s AppTrackingTransparency (ATT) framework went into effect with the rollout of its iOS 14.5 update.

Given the choice between paying for content and sharing data, 31% of US smartphone owners said they’d allow tracking to all apps rather than pay to subscribe, according to a February 2021 AppsFlyer and MMA survey. Receiving more personalized experiences, whether with ads, content, or brands.