Google has announced upcoming changes to Android that could affect its search and browser dominance in Europe. Soon, every Android user in Europe will be asked to choose their preferred browser and search service.
Impact on Search Marketing
These updates will be rolled out over the coming weeks, impacting both current and new Android device users. Observing European user trends could be beneficial, as significant changes might influence how search marketing, from PPC to organic search, is conducted. There is speculation that Google’s implementation of the choice prompt may be designed to minimize responses. Let’s explore how Google is approaching this.
Why is Google Providing Europeans a Choice?
The option to select non-Google browser and search services is being introduced to comply with a European Commission ruling from 2018.
According to Google:
"Two screens will surface: one for search apps and another for browsers, each containing a total of five apps, including any that are already installed. Apps not already installed on the device will be included based on their popularity and shown in a random order."
A sample screen display is provided:
If a user selects an alternative search service, the next time they open Chrome, they will be prompted to confirm if they wish to change their default search service.
Is the Choice Prompt Too Small?
The above screenshot is a close-up of the prompt users will encounter. The prompt does not fill the entire screen; it’s just a small bar at the bottom.
Here’s how the entire screen will look:
Presumably, users will be focused on their tasks. If the prompt appears on the home screen, will users ignore it because they’re focused on selecting an app?
Will the choice prompt persist until a user makes a decision? Google’s announcement did not specify.
Android Choice Prompt is for Europe Only
The new prompt screen will appear only in Europe, as Google is required to comply with European Commission directives.
According to Google:
"These changes are being made in response to feedback from the European Commission. We will be evolving the implementation over time."
Providing choice is beneficial for consumers. That’s why supermarkets offer a variety like Cheerios, Lucky Charms, and Cascadian Farms Organic cereal.
Google emphasizes their focus on what benefits users, as outlined in their code of conduct:
"1. Serve Our Users
Our users value Google not only because we deliver great products and services, but because we hold ourselves to a higher standard in how we treat users and operate more generally."
Key Takeaways:
- The smaller choice prompt (instead of a full-page prompt) suggests it may be designed to be easily overlooked.
- The absence of a choice prompt rollout in America further suggests this is a requirement Google must comply with, rather than a voluntary initiative.
