Let
$G$
be a finite permutation group of degree
$n$
and let
${\rm ifix}(G)$
be the involution fixity of
$G$
, which is the maximum number of fixed points of an involution. In this paper, we study the involution fixity of almost simple primitive groups whose socle
$T$
is an alternating or sporadic group; our main result classifies the groups of this form with
${\rm ifix}(T) \leqslant n^{4/9}$
. This builds on earlier work of Burness and Thomas, who studied the case where
$T$
is an exceptional group of Lie type, and it strengthens the bound
${\rm ifix}(T) > n^{1/6}$
(with prescribed exceptions), which was proved by Liebeck and Shalev in 2015. A similar result for classical groups will be established in a sequel.