Technology should make everyday tasks easier, not more difficult. But findings from the Browser Choice Alliance’s recent survey found Windows browser tactics create additional barriers for the people who rely on technology most, and that the challenges of managing browser settings are not experienced equally across consumer demographics.
But, while user objections to these tactics are nearly universal, the impact of these tactics is far from universal. Hardest hit are the people who count on ease-of-use more than anyone else: users aged 65 and older. In fact when shown the process for changing default browser settings on Windows, 61% of users ages 65 and older reported feeling only slightly or not at all confident that they could complete the process on their own.
When consumers purchase a Windows device, Microsoft Edge comes pre-installed as part of the operating system experience. The Browser Choice Gap revealed that 81% of Windows users surveyed reported that Edge was not their preferred browser—meaning 8 in 10 consumers must take additional steps to select and manage an alternative browser.
According to the survey, 44% of users ages 65 and older reported changing their browser to be complex, compared with just 15% of users ages 18 to 44. This suggests that older users are most likely to experience and report confusion, complexity and lower confidence when attempting to change browser settings on Windows devices.
These steps create a significant barrier to browser choice. One in two Windows users (49%) reported the process of changing the default browser required more steps than expected. The survey found that this challenge is even more pronounced among older users, with 3 in 4 (75%) older users reporting the process required more steps than expected.
The survey also found a significant confidence gap between older and younger users attempting to manage browser settings. More than 3 in 4 users 65 or older (77%) reported they would solicit outside support to change default browsers. Furthermore, older users were three times more likely to find the process of changing default browser settings on Windows confusing compared to users aged 18-44 (63% versus 21%). These findings demonstrate that browser choice is not only about whether consumers technically have the ability to change a setting—it’s also about whether users can realistically and confidently exercise that choice.
As more aspects of daily life move online, consumers need digital experiences that are accessible, intuitive and designed around their needs. The ability to choose and maintain a preferred browser should not depend on a user’s age or level of technical confidence.
Together, the Browser Choice Alliance’s consumer survey demonstrates that meaningful browser choice requires more than the ability to select a browser. Users must be able to make informed decisions, easily manage their preferences and have those choices consistently respected. To receive updates and learn more about the Browser Choice Alliance’s consumer survey, sign up for our newsletter here. Additional research and findings available here: browserchoicealliance.org/user-evidence/