--- title: "Good News For Mobile Marketers: Opt-Ins Are on the Rise" description: New research shows opt-ins are on the rise. Learn what his means for your app and for the future of mobile marketing under iOS14. image: https://web3growthassociation.com/hubfs/consent-2052052_1280.jpg --- [![MGA Logo_Horizontal-Color-434px](https://web3growthassociation.com/hs-fs/hubfs/MGA%20Logo_Horizontal-Color-434px.png?width=217&height=26&name=MGA%20Logo_Horizontal-Color-434px.png "MGA Logo_Horizontal-Color-434px")](https://web3growthassociation.com/) Open Search Events [MGS 22 Las Vegas](https://events.bizzabo.com/358800) [Executive Connect](https://events.bizzabo.com/executiveconnect) [Women Of The Year Awards 2022](https://widgets.mobilegrowthassociation.com/events/mgs-22/page/2031094/women-of-the-year-awards) [See All Events](https://web3growthassociation.com/events) [APPLY TO SPEAK](https://web3growthassociation.com/speaker-application) APPLY TO SPONSOR Webinars & Webcasts [MGA Webinars](https://web3growthassociation.com/webinars) [APPLY TO SPEAK](https://web3growthassociation.com/speaker-application) APPLY TO SPONSOR Podcasts [Fintech Growth Talk](https://web3growthassociation.com/fintech) Channels [User Acquistion](https://www.mobilegrowthsummit.com/all-media?ua) [Retention & Engagement](https://www.mobilegrowthsummit.com/all-media?re) [Artificial Intelligence](https://www.mobilegrowthsummit.com/all-media?ai) [Monetization](https://www.mobilegrowthsummit.com/all-media?monetization) [LTV](https://www.mobilegrowthsummit.com/all-media?ltv) [Mobile Gaming](https://www.mobilegrowthsummit.com/all-media?gaming) [See All Media](https://web3growthassociation.com/all-media) [SUBMIT ARTICLE IDEA](https://share.hsforms.com/1qyaCXBsCRHyus5ftkoqRXw34v9x?__hstc=17895014.67ed4e0440429f7fd858dbdaa6017f42.1596082292944.1610407079532.1610469949158.104&__hssc=17895014.1.1610469949158&__hsfp=555322576) [Industry Jobs](https://careers.mobilegrowthassociation.com) [Join Now](https://web3growthassociation.com/membership) Open Search Close Search [  Fighting Fraud with Trustworthy Techniques](https://web3growthassociation.com/blog/fighting-fraud-with-trustworthy-techniques) [How to Beat Facebook's A/B Testing Algorithms  ](https://web3growthassociation.com/blog/how-to-beat-facebooks-a/b-testing-algorithms) # Good News For Mobile Marketers: Opt-Ins Are on the Rise ![](https://web3growthassociation.com/hubfs/consent-2052052_1280.jpg) [Staff Writer](https://web3growthassociation.com/blog/author/staff-writer) Posted Sep 8, 2020 [mailto:?subject=Check%20out%20Good%20News%20For%20Mobile%20Marketers:%20Opt-Ins%20Are%20on%20the%20Rise%20&body=Check%20out%20https://web3growthassociation.com/blog/good-news-for-mobile-marketers-opt-ins-are-on-the-rise&utm_medium=social&utm_source=email](mailto:?subject=Check%20out%20Good%20News%20For%20Mobile%20Marketers:%20Opt-Ins%20Are%20on%20the%20Rise%20&body=Check%20out%20https://web3growthassociation.com/blog/good-news-for-mobile-marketers-opt-ins-are-on-the-rise&utm_medium=social&utm_source=email) [Retention and Engagement](https://web3growthassociation.com/blog/tag/retention-and-engagement) The release of iOS 14 has had mobile marketers in a tizzy, as Apple’s announcement that IDFA — which enables geotarget advertising — would become opt-in. But there is some good news for marketers. Opt-ins are on the upswing according to research. Yes, mobile phone usage and location opt-in increased worldwide in 2020 in the months following the pandemic lockdowns. [Airship](https://www.airship.com/resources/benchmark-report/the-state-of-global-mobile-engagement-2020/thank-you/), a consumer engagement company, surveyed 744 million mobile app users’ data globally and found that location opt-in trends rose during the pandemic: “Average location opt-in rates increased every month since the pandemic began in March, growing 39% from February 2020 to reach 10.7% globally in June 2020 — the highest average rate in years.” Leading the path are medical, health, and fitness apps, where opt-ins are up a whopping 150% since before the pandemic. This is no surprise as contact-tracing apps, home fitness, and symptom tracking were top of mind. On other hand, tech, internet, and productivity app opt-ins are down 86% as people found themselves working from home. ## **Encouraging opt-ins ahead of iOS 14** If you want to stay ahead of iOS 14, you must start thinking about how to encourage your users to opt-in before a crisis hits and find new ways to reach them — and one way to stay in touch with them is through push notifications. Providing users with relevant, unobtrusive messaging it a great way to keep them engaged and happy — extra points for making them location-based and encouraging users to share their location data. For instance, a retailer might send coupons via push notifications to users when they are in a physical store location. Or a fitness app, might send encouraging messages when it knows users are on their favorite jogging route. [Braze](https://www.braze.com/blog/push-notifications-opt-in/)provides a simple strategy to persuade device users to not only opt-in for push notifications but to embrace them, calling this the “prime for push” method. Priming for push is a strategy that times the approach of asking the consumer to opt-in for when they are most likely to agree. It also leaves the door open for the opportunity to follow-up with an opt-in request again later if the consumer declines the first time. You can also repurpose this strategy to address IDFA opt-ins. Braze suggests creating a custom opt-in prompt that asks if they are open to location opt-in. If they say yes, then you can trigger a generic prompt that will remind them to opt-in again. This becomes important as privacy regulations change the requirements for opt-in. Under iOS 14 and the generation of new location-based services, opt-ins will need to be repeated as location changes. 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