Feeds

Schmaltz-powered Chrome overtakes morally superior Firefox

Google's TV blitz pays off

Combat fraud and increase customer satisfaction

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... ®

Combat fraud and increase customer satisfaction

More from The Register

next story
Android engineer: We DIDN'T copy Apple OR follow Samsung's orders
Veep testifies for Samsung during Apple patent trial
This time it's 'Personal': new Office 365 sub covers just two devices
Redmond also brings Office into Google's back yard
Batten down the hatches, Ubuntu 14.04 LTS due in TWO DAYS
Admins dab straining server brows in advance of Trusty Tahr's long-term support landing
Microsoft lobs pre-release Windows Phone 8.1 at devs who dare
App makers can load it before anyone else, but if they do they're stuck with it
Half of Twitter's 'active users' are SILENT STALKERS
Nearly 50% have NEVER tweeted a word
Windows XP still has 27 per cent market share on its deathbed
Windows 7 making some gains on XP Death Day
Internet-of-stuff startup dumps NoSQL for ... SQL?
NoSQL taste great at first but lacks proper nutrients, says startup cloud whiz
Windows 8.1, which you probably haven't upgraded to yet, ALREADY OBSOLETE
Pre-Update versions of new Windows version will no longer support patches
Microsoft TIER SMEAR changes app prices whether devs ask or not
Some go up, some go down, Redmond goes silent
Red Hat to ship RHEL 7 release candidate with a taste of container tech
Grab 'near-final' version of next Enterprise Linux next week
prev story

Whitepapers

Designing a defence for mobile apps
In this whitepaper learn the various considerations for defending mobile applications; from the mobile application architecture itself to the myriad testing technologies needed to properly assess mobile applications risk.
3 Big data security analytics techniques
Applying these Big Data security analytics techniques can help you make your business safer by detecting attacks early, before significant damage is done.
Five 3D headsets to be won!
We were so impressed by the Durovis Dive headset we’ve asked the company to give some away to Reg readers.
The benefits of software based PBX
Why you should break free from your proprietary PBX and how to leverage your existing server hardware.
Securing web applications made simple and scalable
In this whitepaper learn how automated security testing can provide a simple and scalable way to protect your web applications.