Despite a widespread belief in browser choice among Windows users, more than 2 in 3 encounter challenges changing default browsers.
The Browser Choice Alliance (BCA), a coalition of browsers advocating for greater consumer choice and free and fair competition in the desktop browser market, today released the findings of a national consumer survey examining consumers’ expectations, preferences and real-world experiences when selecting and running a web browser on Windows devices.
While discussions about browser competition often focus on technology companies and regulation, comparatively little research has examined the issue from a consumer perspective. The survey of 2,000 U.S. adults who use a Windows laptop or desktop is the first national consumer poll designed specifically to better understand how consumers perceive and experience tactics that impact their ability to select and run their chosen browser.
Desktops and laptops are critical components of how users access the internet for work, social connectivity and artificial intelligence tools: 73% of Windows users report using their desktop or laptop at least weekly, and 46% report using one every day. Given that nearly all Windows devices intended for consumers in the U.S. come with Edge pre-installed, Microsoft has significant influence over how Americans experience the internet.
The survey identified four key findings:
- Consumers overwhelmingly believe they should be able to select and run the browser of their choice, yet many report experiences that do not align with those expectations. This is the Browser Choice Gap.
- 86% of those who use a Windows desktop or laptop for personal use believe they should have primary control over default browser choice, and 80% are in favor of a “one-click browser default.”
- While Edge comes pre-installed on nearly every Windows device, 4 in 5 Windows users (81%) report that Edge is not their preferred browser.
- Many Windows users face challenges when attempting to change or manage their browser settings, and report unnecessary friction when trying to use their preferred browser. These hurdles are the Complexity Barrier.
- 72% of Windows users who tried changing default browsers in the past 1-2 years reported that they encountered challenges while attempting to do so, with common issues that include: the system recommending or redirecting them back to the pre-installed browser, applications or website links still opening in the old browser or needing to look up instructions, videos or tutorials online.
- Even after selecting a preferred browser, nearly 1 in 3 Windows users report experiences and tactics that undermine their ability to maintain that choice over time. They’ve fallen into a Reset Trap.
- 29% of users reported that Windows system updates contributed to their browser preference being changed or reset.
- Older adults and users with lower levels of technical confidence report disproportionately greater challenges managing browser preferences and exercising browser choice. These users face Unequal Harms.
- 44% of users ages 65 and older reported changing their browser to be complex, compared with just 15% of users ages 18 to 44.
- Additionally, 61% of users ages 65 and older felt slightly or not at all confident in their own ability to consistently select and run the browser of their choice.
Over the coming weeks, the Browser Choice Alliance will publish a series of analyses exploring each of these findings in greater detail, including the consumer experiences and survey data behind each theme.
Taken together, the findings tell a consistent story: more than 85% of Windows users want meaningful control over their browser experience, yet more than 2 in 3 report obstacles that make exercising their browser choice more difficult than it should be. As policymakers, regulators and technology companies consider the future of digital competition, the message from Windows users is clear: Microsoft should respect consumer preferences by removing unnecessary barriers and ensure users, not its operating system, remain in control over their browser experience.
About the Survey
The Browser Choice Alliance, via Savanta, commissioned an independent national survey of 2,000 U.S. adults who use a Windows desktop or laptop computer. The survey examined consumer attitudes, expectations and experiences related to browser choice, including browser preferences, default browser settings, ease of managing browser settings and perceptions of user control. The findings are being released through a series of thematic analyses, each focused on a different aspect of the data.