Marketers around the world are stressed about iOS 14 — but maybe not equally.
They’re probably least stressed in France, which has the highest ATT opt-in rate, and most stressed in China, which has the lowest.
Low opt-in in China is easy to explain — 48% of Chinese iPhone users turn off tracking requests, so they’ll never even see an ATT pop-up.
But what about France?
France’s X factors: the French language and “laziness”
No funny business from the advertising lobby here. France’s antitrust regulatory body petitioned against iOS 14 and ATT months ago, and if they’d won, opt-in would have remained implicit in France.
But they lost.
The 30%+ ATT opt-in rate in France is about something simpler: language differences and font sizes.
As Singular points out, “Allow App to Track” in English is four words shorter than the French equivalent, “Demander à l’app de ne pas suivre mes activités.”
That makes the French text smaller in the dialog box, and almost impossible to read, based on crowdsourced screenshots in the ATT prompts gallery.
We can easily imagine someone just clicking “Autoriser” on the French prompt because they don’t want to squint.
Marine Bergot, a French marketer and swimwear buyer, agrees. “It’s out of laziness,” she told MarketerHire.
What we’re seeing now is a pure linguistic difference — and a happy coincidence for advertisers. As we learned from GDPR, visual nudges like button sizes and colors — or illegibly fine print — can majorly boost opt-in rates.