Alix F.

This might help :-)

And if you’re not sure what this is about, check out FuzzyFox’s Easter Egg Hunt.

We have accomplished so much in Brazil since my last update that I thought it was time to report on the latest news and activities.

The community is vibrant and involved in all the current projects, and Firefox usage is increasing! Net Applications reports that market share was 38.6% in March 2009, up from 19% in November 2007 when we started increasing our activity level in Brazil.

Here are some highlights of the exciting projects that have taken place over the last few months:

LAN Houses:

LAN houses are the cybercafes of Brazil, they are a very popular way to get access to the Internet.

• Mozilla held a LAN house workshop in Rio with 33 in-person participants and 42 via live video stream. The conversation with LAN house owners is now ongoing. Restults can already be seen with a recent change in regulations that now allow for LAN houses to be more easily incorporated, reducing informality, improving their conditions, and contributing to increase the number of people online in Brazil.
• Check out pictures from the events
• Read the full meeting notes on the LAN house wiki (in English and Portuguese)

Video testimonials

• Launched testimonials campaign, gathering over 300 testimonials at campus party.
• Campus party pictures
• Watch the resulting video highlights (with english subtitles)

PR

• Launched the Mozilla Brasil Blog
• Started the Mozilla Brazil twitter account
• Ongoing proactive outreach to press, response to inquiries
• Recent articles:
  • Mozilla at Campus Party (Jan 22, 2009)
  • Lan Houses (Feb 3, 2009)
  • Firefox market share (March 2, 2009)
  • Mozilla releases Firefox 3.1 beta 3 (March 12, 2009)
  • Firefox add-on: Greasemonkey (April 5, 2009)

What’s next?

• Video project: submit your own video explaining why you love Firefox
• Planning for FISL 2009 in Porto Alegre from June 24th to June 27th. See the wiki. We’re having a public call to plan for FISL on April 22nd at 2pm PDT. Contact Alix (alix at mozilla dot com) to get the call info.
• Community meetup in Sao Paulo on April 18th with Mitchell Baker – contact Alix (alix at mozilla dot com) or Bruno (bmagrani at mozilla dot com) and sign up on the wiki if you would like to participate. Everyone is welcome to join.
• Continue working with lan houses and press
• Increase Mozilla’s involvement with campuses

If you would like more frequent updates on Brazil, check out the Mozilla Brasil blog and follow firefoxbr on Twitter. You can also join the moz/br community.

If you have downloaded the en-US version of Firefox in the past few days, you might have noticed a change in the page displayed while you are downloading (i.e. after you click on the download button).

Why refresh it?

As part of the initiative to improve user activation, engagement, and retention, it is important that people who have made the decision to download and install Firefox do so successfully. Simple and visible instructions, and links to support, are key factors to achieve this goal.

What has changed?

• Added the Firefox logo to the page to increase brand recognition among new users, making it easier to remember what icon to click on to launch Firefox.

• More prominent link to start the download manually, appearing before the installation instructions.

• Three steps to install: the number of steps on the page has been reduced from 4 to 3. In addition, more details are provided, such as a warning that the download may take a few minutes. Finally, the 3 steps are aligned so it’s possible to quickly glance at them. It also makes it less likely that the download window will cover instructions or that someone would have to scroll to see the images or the text.

• Links to help and tips & tricks: the page now links to Mozilla support for users who require more help during the installation process. It also links to tips & tricks for more about how to use Firefox, something interesting to check out while waiting for the download to complete.

• Link to more about Mozilla: this gives new users one more opportunity to learn about how Firefox is made and why Mozilla is different.

• Updated flow to decide which version of the page to show. As you can see in the diagram, OS version and browser are now detected to show the steps that are closest to the user’s actual download and install experience. For example, Windows 2000 users will now see the default page and not the instructions for Windows Vista/IE users, because the installation prompts differ in each case.

• New warning page: if you’re downloading Firefox 3 from a platform that can be detected but is known to be unsupported, such as Windows 98, you will be warned of that fact and will have to manually start your download from that page.

What’s next?

• Monitor impact by looking at how visitors are interacting with the new page. If they click on support and view specific articles, it will help determine what issues users might be having and make the page even more relevant. In addition, Funnelcake tests show how many people click to download but never complete the installation. There should be an improvement in the next test’s results.

• Continue optimization: as we learn more from the success of the current pages and about the user experience during the installation process we will be constantly looking at refreshing the page to make it as effective as possible.

Check out Blockbuster or Bust, published in the July 3rd edition of the Wall Street Journal. It’s a very interesting look at marketing in the publishing industry, and why it makes business sense to focus on blockbusters. There has been a lot of talk about the long tail in the past few years, so it is enlightening to see why blockbuster strategies are more successful overall.

Media companies’ hit-focused marketing did not emerge in a vacuum. It reflects how consumers make choices. The truth is that consumers prefer blockbusters. Because they are inherently social, people find value in reading the same books and watching the same movies that others do. This is true even in today’s markets where, thanks to the Internet, buyers have easy access to millions and millions of titles.

Full disclosure: I was very lucky to have the author, Anita Elberse, as my professor for the 1st year Marketing course of my MBA program at HBS.

There is an opportunity to increase the number of active Firefox users by:

• making sure that people who choose to download Firefox successfully download and install it
• increasing engagement of new users so they continue choosing Firefox in subsequent browsing sessions

Check out past posts for a more complete overview of the opportunity: revisiting engagement and retention and from click to download to engagement.

After getting feedback from the community and analyzing the latest surveys and market research, we have put together a list of the next priorities for engagement and retention and proposed corresponding projects:

1. Remove any barriers to successful download and installation to make sure that users who intentionally click on the download button will get to the first run page. This will be done mainly by optimizing the download.html page and providing targeted support.
2. Make the availability of support top-of-mind so users who encounter an issue even months after installing Firefox will remember that help is available and contact Mozilla support instead of just switching browsers.
3. Help new users become power users of Firefox sooner so they can experience the benefits of Firefox right away and break old habits. Ex: more tips & tricks available via multiple channels (such as email or live bookmarks), more add-ons collections, more videos.
4. Engage the Mozilla community to help showcase the benefits of using Firefox, so we will be gathering more video and text testimonials. Because engagement starts at the acquisition stage (when someone decides to switch) we’ll also be asking for your help in getting the engagement message out: when you tell your friends about Firefox, tell them about add-ons and a few cool features too.
5. Facilitate the transition from other browsers to make switching simple. We’re going to provide a guide for switching to help potential new users become familiar with Firefox quickly and to answer their most frequent questions.
6. Address site incompatibility issues, whether real or perceived, to ensure users enjoy the best possible experience on Firefox.

I’ll be blogging about each point in the next few weeks, including some of the projects that have already started, but you can get a sneak preview on the Engagement wiki page, which has summary slides describing the opportunity and the priorities.

Check out the new holiday page on Spreadfirefox.

You’ll find holiday themes, banners, buttons, even snow globes to decorate your browser and your web page. You’ll also find a list of add-ons to make your holiday shopping easier, and some ideas for sharing Firefox with others.

Many thanks to Jay Patel for the initial idea, artwork, and help in creating the content, Monique Johnson for some of the artwork and Tara Shahian for her creative input.

Happy holidays!

In past discussions and research, we have found variations in Firefox and Mozilla brand awareness around the world. This is important to know to make sure we communicate effectively in each country. So we decided to add the question as part of the Firefox in your country survey.

Here are the round 1 results:

What do you think accounts for the variations in brand recognition? Are they linked to Mozilla’s history in the country (did people follow Mozilla from its early days for example)? Firefox market share? Press coverage? All of the above?

As a side note, we realized there might have been some confusion due to the wording of the question: “Which brand are people you know most likely to recognize and associate with a web browser?” Did people select Firefox rather than “both” in countries where people do know the Mozilla brand well because Firefox is the only one they associate with a browser?

We have updated the question in round 2 to fix this, and will report on whether or not the change made any difference.

One of the goals of the Firefox in your country survey is to gain a better understanding of the perceived barriers to using Firefox. Below are the round 1 responses for two questions that address this:

Is there are place where you cannot or are not permitted to use Firefox?

In an Internet Cafe or a LAN house (14.2%)

• More likely for people running Windows 2000, XP, or Vista (15.3%)

At work (12.9%)

• More likely for people who don’t use Firefox as their primary browser (17.2%)
• More likely for people running Windows 2000, XP, or Vista (14.3%)

Other (12.6%)

• School was most often mentioned as another place where one cannot use Firefox. We have updated the question for round 2 to include schools.

At home (1.5%)

• Much more likely for people running an older Windows OS (pre-Windows 2000) (8.3%)
• More likely for people not using Firefox as their primary browser (5.2%) or not using it at all (3.3%)

Country-specific data

Australia

• Much less likely to select Internet cafes (6.8% vs. 14.2%)

Germany

• Much more likely to select work (17.5% vs. 12.9%)

Spain

• Much less likely to select Internet cafes (9% vs. 14.2%) or home (0.2% vs 1.5%)

India

• Much more likely to select Internet cafes (19% vs. 14.2%)

Indonesia

• Much more likely to select other (22.7% vs. 12.6%)

Poland

• Much less likely to select Internet cafes (6.8% vs. 14.2%)

Brazil

• Less likely to choose home (0.6% vs. 1.5%)

What do you think is THE biggest inhibitor to getting people to use Firefox as their primary browser?

Not knowing about Firefox (27.3%)

• Much less likely choice for people who don’t use Firefox as their primary (21.2%) or are unsure (21.8%)

This probably says more about the sample (not random) than the overall population: people who don’t use Firefox but answered the survey know about it.

Frequently used website does not work with Firefox (25.2%)

• More likely for people who use Firefox at work (28.1%) or everywhere (27.2%)
• More likely choice for people who have used IE in the past month (28.6%)

Being aware of Firefox, but not knowing why it is unique or better (22.2%)

• Less likely for people who are not using Firefox as their primary (18.7%)
• More likely for people who used Safari (25.5%) or Opera (25%) in the past month
• More likely for people who run Mac OS 10.4 and above (27.8%)

Other (8.1%)

Not knowing or not being allowed to install and download software (5.7%)

• More likely for people who have been using Firefox for 2+ years (6.7%)
• They are also more likely to choose “installed on their computer by a trusted source” as the biggest factor to try Firefox.

The hypothesis here would be that they are the ones recommending and installing Firefox for others, so they are more likely to recognize this option as the hurdle.

Not knowing anyone who uses Firefox (3.6%)

• More likely for people who have been using Firefox for less than a month (8.9%)

I don’t know/no opinion (2.5%)

Not much press coverage of web browsers (2.3%)

Having tried Firefox but having switched back or uninstalled (2.2%)

• More likely for people who don’t use Firefox as their primary (7.4%)

Downloading software is too expensive or time consuming (1%)

• More likely for people who don’t use Firefox (2.7%)

Country-specific data

Australia

• Much more likely to choose “not knowing why it is unique or better” (31.6% vs. 22.2%)
• Less likely to select site incompatibility as the main issue (5.3% vs. 25.2%)
• Much more likely to choose “not knowing or being allowed to download/install” (13.5% vs. 5.7%)
• More likely to select downloading as too expensive or time consuming (3% vs. 1%)

Germany

• Much more likely to choose “not knowing why it is unique or better” (36.9% vs. 22.2%)
• Much less likely to select site incompatibility as an issue (4.2% vs. 25.2%)
• More likely to choose “not knowing or being allowed to download/install” (9.9% vs. 5.7%)

Spain

• Less likely to select “not knowing about Firefox” (25.6% vs. 27.3%)
• Less likely to choose “not knowing why it is unique or better” (10.2% vs. 22.2%)
• Much more likely to select site incompatibility as an issue (30.7% vs. 25.2%)

India

• Much more likely to choose “not knowing why it is unique or better” (34.8% vs. 22.2%)
• Less likely to select site incompatibility as the main issue (13.5% vs. 25.2%)
• More likely to select downloading as too expensive or time consuming (2.6% vs. 1%)

Indonesia

• Much more likely to select “not knowing about Firefox” (33.3% vs. 27.3%)
• More likely to choose “not knowing why it is unique or better” (26.8% vs. 22.2%)
• Much less likely to select site incompatibility as an issue (19.7% vs. 25.2%)
• More likely to select downloading as too expensive or time consuming (2.4% vs. 1%)

Poland

• More likely to choose “not knowing why it is unique or better” (26.5% vs. 22.2%)
• Much less likely to select site incompatibility as an issue (8.5% vs. 25.2%)
• Much more likely to choose “not knowing or being allowed to download/install” (15.3% vs. 5.7%)

Brazil

• Much more likely to select “not knowing about Firefox” (40.9% vs. 27.3%)
• Less likely to choose “not knowing why it is unique or better” (9.1% vs. 22.2%)
• More likely to choose lack of press coverage (5% vs. 2.3%)

According to the Firefox in your country survey (1st round), the biggest factor in getting people to try Firefox is a recommendation from a friend or an expert.

Here’s the exact question we asked you: What do you think is THE biggest factor in getting people to try Firefox?

And an overview of the results:

Remember that we asked about the biggest factor. It is safe to assume that most of the options had some influence over the decision to install Firefox, but I see the biggest factor as the reason to finally make the switch.

Note: The data below highlights some of the statistically significant differences between groups. Remember that in each case we’re comparing a group with its peers. For example, people who have been using Firefox for more than 2 years are compared to people who have been using Firefox for other amounts of time or aren’t using it. In all cases, having a group more or less likely to have picked an option does not mean it’s their top choice, just that people in the group were more likely than in other groups to choose the option. Also, the overall numbers include all responses, including those coming from countries not targeted in the pilot.

Now let’s take a closer look at the results:

Recommendation from a friend of expert (37.7%)

This confirms the Q3 customer survey results that show that 55% of people who updated found out about Firefox 3 through a recommendation. The numbers vary between the two surveys because of the samples (a random sample of people who just updated in the case of the Q3 survey, a survey spread by the community in the case of Firefox in your country), and the actual question (How did you find out about Firefox? vs. What do you think is the biggest factor in getting others to try Firefox?). However, both surveys show that word of mouth has been the key factor in increasing adoption of Firefox so far.

More stats:

• A recommendation is a more likely choice for people who have been using Firefox for more than 2 years (39.9%)
• People using the Internet for 8+ hours per day were more likely to indicate this as a top factor (40%), while people using the Internet for 1–2 hours/day were less likely to do so (33.2%).
• People who have not installed an add-on were less likely to indicate this as a top factor (31.6%)
• People contributing to the marketing efforts of spreading Firefox were more likely to indicate this as the top factor (39.7%)

Regarding add-ons, I would guess that people recommending Firefox to others typically also recommend specific add-ons. New initiatives like Fashion your Firefox should help introduce add-ons directly to new users.

On the marketing contributors, they probably have seen the effectiveness of word-of-mouth first-hand, as confirmed by the Q3 survey, so continue spreading the word!

Learning what’s unique about Firefox (22.3%)

• People who have been using Firefox for 6–12 months were much more likely to choose this option (31.9%)

Is it that they have had a chance to discover and experience all the cool features in Firefox and wish they had known about them from the start?

Knowing there’s a choice (16.2%)

• People who have been using Firefox for 6 months or less were much more likely to choose this option (around 25%).
• People who spend less than 1hr/day on the Internet were also more likely to select this option (24%)

It probably means that there is still work to be done in making sure people know they have a choice, and in explaining what the open web is and why it matters.

Installed by a trusted source (12%)

• People who have been using Firefox for 2+ years were a little more likely to choose this option (13.2%)

This choice is somewhat similar to the option that says “a recommendation from a friend”. Here we wanted to capture how many people thought that having to download and install Firefox themselves would be a major hurdle.

Other (5.1%)

• People who don’t use Firefox were more likely to choose this one (12.3%)

Press and blogs (3.9%)

• People who are currently not using Firefox (9.6%) or not using it as their primary browser (5.9%) were much more likely to choose this option.
• People who use Firefox at home and in cybercafes (14.3%) were more likely to choose this option

Don’t know/No opinion (2.8%)

• People who have been using Firefox for less than a month (6.7%) or don’t use it (15.1%) were much more likely to choose this option.

Country-specific data:

Australia:

• Less likely to say that learning what’s unique/different about Firefox is a factor (13.5% vs. 22.3% overall)

Germany:

Firefox’s market share in Germany is fairly high, and press coverage of browsers is quite extensive, so it would explain why knowing about the existence of other browsers might not be such a big issue there.

• Much less likely to select “knowing there is a choice of web browser” (8% vs. 16.2%)
• Much more likely to choose “recommendation by a friend or expert” (49% vs. 37.7%)

Spain:

• More likely to select “installed on their computer by a trusted source” (16.6% vs. 12%)
• Less likely to choose recommendations (35.6% vs. 37.7%)

India:

• Much more likely to choose “learning what’s unique and different about Firefox” (32.9% vs. 22.3%)

Indonesia:

• Much more likely to say “learning what’s unique about Firefox” (39.6% vs. 22.3%)
• Much less likely to choose recommendations (24.1% vs. 37.7%)

Poland:

This is similar to Germany: Firefox market share in Poland and press coverage are fairly high.

• Much less likely to select “knowing there’s a choice” (7.5% vs. 16.2%) and “learning what’s unique or different about Firefox” (15.3% vs. 22.3%)
• Much more likely to choose recommendations (53.1% vs. 37.7%)

Brazil:

• Much less likely to say “learning what’s unique and different about Fx” (13.8% vs. 22.3%) and “installed by a trusted source” (7.5% vs. 12%)
• More likely to choose recommendations (42.7% vs. 37.7%) and “press and blogs” (7.7% vs. 3.9%)

Round 2

Round 2 of Firefox in your country is underway, check it out.

Today we’re launching round 2 of the Firefox in your country survey
with a new list of countries and new and improved questions. The survey will remain open until December 26th.

Thanks to Staś Małolepszy and Mozilla’s awesome team of localizers, the survey is available in 15 languages: English, French, Greek, Italian, Spanish (Spain, Argentina, Mexico), Catalan, Czech, Hebrew, Romanian, Sinhala, Vietnamese, Dutch, and Frisian!

So in this round we would especially like to hear from people in the following countries. Please help us spread the word to others, whether or not they use Firefox:

Argentina
Bolivia
Chile
Czech Republic
France
Greece
Israel
Italy
Mexico
Peru
Romania
Sri Lanka
Spain
The Netherlands
Vietnam

If you’re from any country this survey is localized for beyond the ones listed above, we also definitely welcome your responses in this round.

The link to the survey is the same for everyone and the page should automatically display the survey in your language. If you don’t see it in your language, use the pull-down menu at the top right to change it.

We’re already planning round 3 for early 2009, so if you’re interested in helping launch the survey in your country, please comment here.

Thanks for participating!