Mobile Ecosystems Market Study: Appendix G - pre-installation, default settings and choice architecture for mobile browsers 2022 (CMA)

A research paper from the CMA

From:
Competition and Markets Authority
Published
2 September 2022
Category:
Ad hoc research
Original publisher:
Competition and Markets Authority
Research area:
Advertising and marketing, Future connectivity and internet, Technology
Research topic:
Adtech, Data privacy, access and control, Digital economy, Internet of things, Internet usage and attitudes, Mobile devices
Research publish date:
10 June 2022

Abstract

This appendix considers what factors may affect levels of switching between mobile operating systems, including inertia and customer disengagement, brand loyalty, and satisfaction. It also examines evidence that some factors act as barriers to customer switching, for example factors that could:

  • cause users to perceive switching to be difficult or costly (eg because they would pose a ‘hassle’), discouraging potential switchers
  • impose actual costs on users that do switch (eg financial, time or learning costs)

Citation

CMA, Mobile Ecosystems Market Study: Appendix G - pre-installation, default settings and choice architecture for mobile browsers, 2022

https://www.gov.uk/cma-cases/mobile-ecosystems-market-study#final-report

Published 2 September 2022
Contents

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