Content Marketing Blog

What browser does your target audience use?

A big part of online marketing is knowing how your target audience uses the internet.

Are your users more likely to search on Google or Bing? Would they be active on Facebook or Twitter? What browser would they want to use, Internet Explorer or Google Chrome?

Knowing consumers’ online habits helps you better understand the choices they make during the decision-making process, and how you can influence them.

Although the answer to these questions differs depending on your target audience, one thing we know is that consumers are more likely to use Google Chrome when browsing the internet.

A recent report by Adobe Digital Index found Google Chrome to be the most  popular browser in the US, stealing the number one spot from Microsoft’s Internet Explorer.

Chrome is now used by 31.8 per cent of all US internet users, followed closely by Internet Explorer at 30.9 per cent.

Chrome offers a faster internet experience as well as a range of useful extensions, but only a few short years ago in 2008, Internet explorer occupied over 80 per cent of the market.

In Australia, Chrome is the most popular browser by far, with 36.9 per cent of Australians using it, compared to only 23.69 per cent who use Internet Explorer, according to StatCounter.

This steady shift towards Chrome is thought to be because of the Google dominance over the internet in general. It’s also winning brand loyalty through its popular tools and features.

“Not only do the Chrome and Android browsers both default to Google search, but with their Gmail and Google+ extensions, consumers are spending more and more time signed into Google’s ecosystem,” said Tamara Gaffney, Principal Analyst at Adobe Digital Index.

However, Internet Explorer is still the go-to browser for desktop users. The study found that 43 per cent of US desktop users prefer Internet Explorer, compared to 30 per cent who use Chrome.

One of the major influencers behind Chrome’s popularity is the rise of mobile users browsing the internet.

Apple’s Safari browser is used by a quarter of all US users, according to the Adobe study, and 59 per cent of all mobile browsing is done through Safari.

Apple’s iOS technology comes with the Safari browser, and searches are automatically done through Google, which explains Safari’s widespread adoption on mobile devices.

But this may soon change. Apple has recently replaced Google for Bing on their Spotlight search feature, according to Search Engine Land’s Founding Editor Danny Sullivan who recently attended Apple’s WWDC conference.

As we can see, the market is incredibly diversified, and there is no one browser that everyone uses.

Therefore, brands should make sure they are aware of all the different types of browsers their target audience could be using, and develop their marketing strategies accordingly.

Posted by Dylan Brown

Content Marketing Survey May 2014

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