18 million US iOS users have turned on Limit Ad Tracking to stop targeted advertising on their phones.

Business intelligence platform Adjust has found that the number of devices using the feature has remained stagnant since the launch of iOS 10 on September 13th despite changes made in the new OS.

Its new report found that around 20% of iOS devices in the US have the feature enabled. 16% of users in the UK have turned it on, while China and Japan have relatively low rates of 11% and 13% respectively.

Lack of interest

The release of iOS 10 brought in new features for Apple's Limit Ad Tracking setting, which totally anonymises any data sent to advertisers.

The move caused some panic in the UA world, though some firms are already looking into workarounds for when it reaches a larger scale.

Those concerns of wider Limit Ad Tracking adoption seem to be unfounded though, according to Adjust.

"If people were more interested in reducing the number of retargeted ads, and if they were aware of the effects of the Limit Ad Tracking settings, we would expect a steadily rising trend throughout the last month as adoption of iOS 10 rises and people become aware of the changes," said Adjust's Head of Communications Simon Kendall.

"So far, on a global level, there's no evidence of an upward trend – the global rates are stagnant, at around 18%."