EU’s DMA Choice Screen Mandate Boosts Alternative Browser Usage

EU’s Digital Markets Act Shakes Up Mobile Browser Competition

The European Union’s Digital Markets Act (DMA) has been in effect for just over a month, and early indications suggest it’s already having an impact on the mobile browser market. The regulation requires phone manufacturers to display browser choice screens to users, giving smaller browser makers a chance to compete against dominant players like Apple’s Safari and Google’s Chrome.

Mixed Reactions from Alternative Browser Makers

While some alternative browser makers, such as Aloha, Opera, and Vivaldi, have reported significant increases in downloads and user interest since the DMA compliance deadline on March 7, others like DuckDuckGo, Ecosia, and Firefox believe it’s too early to assess the regulation’s impact accurately. The patchy rollout of choice screens across iOS and Android devices has made it challenging to measure the DMA’s effect on market share.

We are not currently sharing absolute numbers, both because we have some serious concerns about the current choice screens and because we estimate that less than 20% of users on iOS and likely less on Google have been exposed to them thus far.

– Kush Amlani, Global Competition and Regulatory Counsel at Mozilla

Concerns Over Choice Screen Design

Some browser makers have expressed concerns about the design of the choice screens, arguing that they may not be effective in helping users make informed decisions. Vivaldi, for example, believes that the screens should prioritize cross-platform browsers and provide more information to help users choose meaningfully.

There are significant flaws with its implementation, including when it is shown and what is shown. Users can only see the choice screen when they click Safari. The list of browsers does not show additional information and that does not help users to make a meaningful choice.

– Spokesperson for Vivaldi

The Road Ahead

As the DMA continues to roll out and more users encounter browser choice screens, the regulation’s impact on the mobile browser market will become clearer. The European Commission is currently investigating Apple’s choice screen design for suspected noncompliance, which could lead to further changes in implementation.

Despite the challenges and concerns, many alternative browser makers remain optimistic about the DMA’s potential to create a more competitive and diverse mobile browser landscape in the EU. As DuckDuckGo noted, “We’re at the beginning of this journey, not the end.”