New findings from the Browser Choice Alliance’s national consumer survey reveal the impact of widespread, technical complexity and systemic obstacles to users’ ability to access their web browser of choice on Windows devices.
Users share a consistent expectation that their choice of browser will be respected across their digital experience. But as the Browser Choice Gap shows, that expectation is unfortunately far from reality for many Windows users.
In fact, 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. Surveyed users experienced challenges when changing browser defaults, managing browser settings, and ensuring their selections stay in place. These barriers perpetuate the Browser Choice Gap, ensuring that changing default browsers is not a simple or intuitive process for Windows users.
The most common barriers users faced when switching their default browser from Edge were:
- Nearly 3 in 10 users reported experiencing the operating system recommending or redirecting them back to the pre-installed browser (29%)
- More than 1 in 4 users reported experiencing app or web links opening in their old browser after another preferred browser was selected (26%)
- 1 in 4 users reported needing to look up instructions/videos/tutorials online to figure out how to successfully change their settings (25%)
These barriers create significant friction for users both in changing default browser settings on Windows devices and in ensuring those changes remain in place, according to the survey. When shown the process for changing default browser settings on Windows, 3 in 5 (61%) users said they would resort to seeking guidance or looking up instructions when completing the process. Additionally, after successfully changing browsers, 44% of Windows users who tried changing their browser in the past 1-2 years reported their browser switching back automatically, links opening in the wrong browser or being unable to make the change at all. Default browser changes staying in place were reported in 54% of cases.
These obstacles present a Complexity Barrier that makes users’ choices more difficult. It is a wall of friction deliberately engineered to block, frustrate and ultimately trap users in defaults they never chose. Put simply, it is a wall users are not meant to climb.
The Complexity Barrier has a measurable deterrent impact on user behavior. 33% of users who prefer another browser say these added barriers are preventing them from switching to their browser of choice. Operating system prompts, automatic browser switchbacks and system alerts discouraging switching browsers are undermining users’ preferences by driving them towards a browser they do not prefer.
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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