Today, the Browser Choice Alliance released findings from a national U.S. consumer survey exploring a fundamental question: do users have meaningful control over their web browser? And do they care?
The message from Windows users is clear: browser choice matters. A vast majority of users believe they should be the ones making decisions about how they access the internet. According to the survey, 86% of those who use a Windows desktop or laptop for personal use believe they should have primary control over default browser choice.
The survey also examined how users believe browser choice should work, and the findings show strong support for making the process simpler and more seamless. 80% of those who use their Windows desktop or laptop computer for personal use agree that operating systems should provide a “one-click browser default,” allowing users to select a default browser without having to configure individual settings across different file types and applications. A simpler approach would allow users to make their browser choice once and trust that their preference will be consistently reflected through their digital experience.
For millions of people, browsers power how they work, communicate, shop and access information online. Users expect the ability to choose the browser that works best for them, whether based on features, privacy preferences, accessibility needs or overall user experience. Our research shows that users overwhelmingly believe they—not their operating system—should decide which browser best meets their needs.
Despite strong expectations about browser choice, the research reveals a gap between the browsers users prefer and their experience on Windows devices.
More than 4 in 5 Windows users (81%) report that Edge is not their preferred browser, despite the fact that nearly all Windows devices intended for consumers are shipped with Edge pre-installed.
Taken together, these statistics reveal an alarming disconnect between users’ preferences and the digital reality: the Browser Choice Gap. When users are presented with default settings or pre-installed software that does not reflect their preferences, it reinforces the Browser Choice Gap between what a user says they want and what they actually experience with their browser, and their ability to make meaningful choices about their digital experience is limited.
The Browser Choice Alliance will continue to explore the implications of these findings, examining other aspects of how Windows users experience browser choice, including the challenges consumers encounter when changing browser settings and whether those experiences differ across user groups.
Together, these findings provide new insight into the consumer experience of browser choice and the importance of ensuring users have the ability to select and use the browser that best meets their needs.
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