Since the EU's Digital Markets Act came into effect in March 2024, Mozilla says around 6 million additional users have switched to Firefox, largely driven by browser choice screens now required on mobile devices across Europe. With user retention also up significantly, Mozilla is calling on the UK government to introduce comparable rules to boost competition in browsers and search engines.
- 6 million new Firefox users from EU browser choice screens
- Apple's implementation boosts Firefox growth more than Android
- Mozilla urges UK to adopt similar enforceable browser and search choice rules
What happened
The European Union implemented the Digital Markets Act (DMA) in March 2024, requiring smartphone manufacturers and software vendors to display browser choice screens to users. As a result, Mozilla reports that about 6 million users have switched to Firefox, a considerable increase from previous numbers. This boost comes primarily from mobile users who are now prompted to select their default browser, a decision not often made before these regulations came into force.
Mozilla’s data shows the strongest growth on Apple devices, with Firefox usage increasing by 113%, whereas on Android the increase was 12%. This difference is attributed to how Apple and Google implemented the choice screen: Apple shows it immediately after the user opens Safari for the first time, while on Android the screen appears only during first device setup or after a factory reset. This regulatory move has thus encouraged more users on iOS to consider alternatives to Safari.
Why it matters
The DMA’s browser choice requirement enhances competition in a market often dominated by a few major players, particularly Google’s Chrome and Apple’s Safari. By providing users a clear option to select other browsers upfront, the regulation lowers barriers to entry for alternative browsers like Firefox, Brave, and DuckDuckGo. Increased user choice supports a healthier ecosystem where privacy-focused and feature-rich browsers can thrive.
Beyond adoption, Mozilla highlights improved user retention, reporting that users acquired through DMA-driven prompts remain engaged at rates five times higher than before the rule took effect. This validates the effectiveness of browser choice screens as a mechanism for long-term market impact rather than a short-lived novelty. Other browser vendors have noted similar upticks, reinforcing the DMA’s broader role in reshaping browser competition.
What to watch next
Mozilla is encouraging the UK to replicate the EU’s approach by introducing browser choice screens in 2026, along with similar measures for default search engine selection. The company argues that such initiatives should be backed by enforceable regulations rather than voluntary agreements to ensure meaningful impact. Mozilla also calls for extending these rules to desktop browsers, where it alleges companies like Microsoft use design tactics to discourage switching away from Edge.
Meanwhile, other privacy-focused companies like DuckDuckGo support the idea of annual browser choice prompts and want Google to stop its ‘Switch back to Google’ nudges inside Chrome. Monitoring how UK policymakers respond to these proposals will be critical in assessing whether regulatory frameworks similar to the DMA can further open up digital ecosystems beyond Europe, potentially influencing global standards for user choice and competition.