In this case, the brand affinity is the cause and the browser and search engine selection would both be the effects.)įor a long time, Internet Explorer was the dominant web browser but over the years Firefox emerged as a strong second player. It is also very possible that someone with a natural affinity for the Google brand, for example, might be more likely to be both a Chrome user and Google search engine user. (I will state at the outset that we must remember that correlation does not equal causation in these cases, so just because someone chooses a browser does not mean it necessarily caused them to be more likely to engage with a specific search engine. Does your affinity for a particular browser make you more or less likely to engage with certain search engines? Do the default search options in browsers make a difference? I thought it would be worth investigating whether or not any particular affinity existed between browsers and search engine usage. I began to wonder about the relationship that the search browser has with consumer search behavior. While it defaulted to Google search, there was a dropdown that enabled me to access several different search experiences. As someone who lives and breathes search every day, my eyes were immediately draw to the new look of the search bar in the top right hand corner of the browser. This past week I decided to download the newly released Firefox 4 web browser, which featured several noticeable improvements over previous versions.
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