Mozilla, the organization behind the widely-used Firefox browser, has conducted extensive research shedding light on how browser choice screens can influence users’ browser preferences, in anticipation of the forthcoming European Union Digital Markets Act (DMA) requirements.
This groundbreaking research, based on data collected from 12,000 participants across Europe, stands as one of the most comprehensive studies to date, aiming to understand the impact of browser choice screens on consumer decision-making.
According to Mozilla’s analysts, the deployment of the right type of browser choice screen has the potential to foster healthy competition and, more importantly, empower consumers in making informed choices about their preferred web browsers.
The EU’s Digital Markets Act, set to mandate browser choice screens starting in 2024, has prompted Mozilla’s investigation. Despite the looming deadline, Mozilla underscores that there has been limited attention directed towards assessing the effectiveness of browser competition remedies thus far.
In alignment with the EU’s commitment to promoting fair competition, Mozilla’s “Five Walled Gardens” report for 2022 delves into how developers can restore decision-making power to consumers.
Key findings from this study indicate that consumers prefer having the option to choose their browsers during the initial device setup, as opposed to a later stage. This preference likely arises from the fact that users are already making various decisions during the initial setup and are more receptive to additional choices at this point. Mozilla emphasizes that an earlier opportunity for browser selection is less likely to disrupt the user’s workflow.
The report also highlights that seemingly minor factors, such as the design of the browser choice screen and the order in which browsers are presented, exert a significant influence on a user’s ultimate decision.
However, it’s worth noting that the dominance of Google’s Chrome browser appears unchallenged for the foreseeable future. Among the four test groups observed by Mozilla, between five and six out of ten users selected Google’s browser. This aligns with current Statcounter data, which reports Chrome commanding a 64% market share.
Mozilla intends to engage with various stakeholders, including regulators, businesses, academics, civil society, and consumer organizations, to discuss the outcomes of its research and the implications for browser choice screens. Their objective is to aid the EU in devising strategies to promote and enhance consumer choice effectively.
