In this study we define the unwanted data-use by smartphone apps as the network data (both cellular and Wi-Fi) used to transfer the data collected by third-party advertisement and tracking services (ATS) in smartphone apps to the third-party servers. As approximately 60% of the consumers indicate that they would turn off third-party tracking, 60% of the network data used by ATS is qualified as unwanted.
So this is where the 60% figure comes from, for later reference