Feeds

Schmaltz-powered Chrome overtakes morally superior Firefox

Google's TV blitz pays off

Security for virtualized datacentres

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... ®

Beginner's guide to SSL certificates

More from The Register

next story
Microsoft on the Threshold of a new name for Windows next week
Rebranded OS reportedly set to be flung open by Redmond
Business is back, baby! Hasta la VISTA, Win 8... Oh, yeah, Windows 9
Forget touchscreen millennials, Microsoft goes for mouse crowd
SMASH the Bash bug! Apple and Red Hat scramble for patch batches
'Applying multiple security updates is extremely difficult'
Apple: SO sorry for the iOS 8.0.1 UPDATE BUNGLE HORROR
Apple kills 'upgrade'. Hey, Microsoft. You sure you want to be like these guys?
ARM gives Internet of Things a piece of its mind – the Cortex-M7
32-bit core packs some DSP for VIP IoT CPU LOL
Lotus Notes inventor Ozzie invents app to talk to people on your phone
Imagine that. Startup floats with voice collab app for Win iPhone
'Google is NOT the gatekeeper to the web, as some claim'
Plus: 'Pretty sure iOS 8.0.2 will just turn the iPhone into a fax machine'
prev story

Whitepapers

A strategic approach to identity relationship management
ForgeRock commissioned Forrester to evaluate companies’ IAM practices and requirements when it comes to customer-facing scenarios versus employee-facing ones.
Storage capacity and performance optimization at Mizuno USA
Mizuno USA turn to Tegile storage technology to solve both their SAN and backup issues.
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?
Beginner's guide to SSL certificates
De-mystify the technology involved and give you the information you need to make the best decision when considering your online security options.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.