Dr Michael Housman, Chief Analytics Offices at Cornerstone OnDemand, pioneered the idea that people’s characteristics could be identified by their browser.
He analysed data from 50,000 people who his recruitment software company had helped find jobs and discovered that browser choice accurately predicted their performance. People who opted for a non-default browser, like Chrome or Firefox, lasted 15% longer in their jobs than those with a default browser, like Internet Explorer.
Housman attributed the difference to the fact that choosing Chrome or Firefox was an active decision — those workers were taking the effort to find a better browsing solution than the one pre-installed on their PC. That identified them as someone who wasn’t content with the default.
What’s the marketing application?
Clare Linford and I wondered if Housman’s finding could also be useful for marketers. Perhaps people who avoid the mainstream default browser choice, might do the same in other product categories?
We tested this hypothesis by questioning 22 lager drinkers about their brand of choice. When we split the results by their favoured browser the results were clear-cut. Only a third of lager drinkers who used Internet Explorer preferred a beer from outside the mainstream, top five lagers. However, 56% of those who didn’t use a default browser preferred a non-mainstream lager.