Feeds

Schmaltz-powered Chrome overtakes morally superior Firefox

Google's TV blitz pays off

Internet Security Threat Report 2014

Chrome overtook Firefox as Britain's second most popular browser in July, with almost one in four users preferring the Google product.

Figures from web metrics outfit Statcounter show Chrome has reached 22.12 per cent market share, overtaking Mozilla Firefox at 21.65 per cent, and doubling its share over 12 months. Good reviews for Microsoft's IE9 failed to stop the slide, with 45.5 per cent using it, down almost 10 per cent year on year. And Opera's "browser ballot" campaign hasn't won it an advantage; it has slipped from 1.22 to 0.89 per cent share over the year. Safari rose slightly to 8.5 per cent.

Since December 2009, Chrome has been heavily promoted by Google in the UK, starting with billboard and newspaper advertising, and TV campaigns this year – Google's first ever UK TV campaign.

There may be a marketing lesson here.

Chrome's three chief rivals are all more sophisticated products. Each maintains its own rendering engine, while Google like Apple uses Webkit. They're all more mature, too.

But Mozilla alone stresses its built-in moral superiority. "Every browser does fast – but not every browser does good," reads one Mozilla billboard, we noticed. But as Matt Asay wrote here, guilt-tripping the public is quite a limited approach.

Meanwhile the Chrome TV ads simply crank up the emotional manipulation. They're schmaltzy – pass the sickbag – and even a little bit creepy, a reminder of how Google watches over your most intimate family moments, from the cradle to the grave.

But they seem to be working.

Discuss... ®

Secure remote control for conventional and virtual desktops

More from The Register

next story
Netscape Navigator - the browser that started it all - turns 20
It was 20 years ago today, Marc Andreeesen taught the band to play
Sway: Microsoft's new Office app doesn't have an Undo function
Content aggregation, meet the workplace ... oh
Sign off my IT project or I’ll PHONE your MUM
Honestly, it’s a piece of piss
Return of the Jedi – Apache reclaims web server crown
.london, .hamburg and .公司 - that's .com in Chinese - storm the web server charts
NetWare sales revive in China thanks to that man Snowden
If it ain't Microsoft, it's in fashion behind the Great Firewall
Chrome 38's new HTML tag support makes fatties FIT and SKINNIER
First browser to protect networks' bandwith using official spec
Admins! Never mind POODLE, there're NEW OpenSSL bugs to splat
Four new patches for open-source crypto libraries
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Why cloud backup?
Combining the latest advancements in disk-based backup with secure, integrated, cloud technologies offer organizations fast and assured recovery of their critical enterprise data.
Win a year’s supply of chocolate
There is no techie angle to this competition so we're not going to pretend there is, but everyone loves chocolate so who cares.
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Intelligent flash storage arrays
Tegile Intelligent Storage Arrays with IntelliFlash helps IT boost storage utilization and effciency while delivering unmatched storage savings and performance.