Microsoft is developing new, targeted prompts to persuade Google Chrome users to switch to its Edge browser, particularly those who heavily rely on Chrome, as the latter continues to dominate the browser market in 2025.
The tech giant’s new approach may focus on specific segments of Chrome users. According to feature flags such as “msPinningCampaignChromeUsageGreaterThan90Trigger” identified by Windows Latest, Microsoft could target individuals who spend over 90 percent of their browsing time on Chrome. Additionally, the company might be looking at users who are “engaged” with Chrome, with a feature behind the “msPinningOnCloseCampaignsChromeEngagedUser” flag potentially targeting this group. The exact methodology for measuring usage percentages or defining “Chrome engaged” users has not yet been specified.
This initiative builds on Microsoft’s ongoing efforts to boost Edge’s adoption. Currently, after a user downloads Chrome using Microsoft Edge, a banner prompt appears at the top of Google’s webpage, encouraging a switch. While Edge is the default browser on new Windows devices, many users leverage it primarily to download alternative browsers. It’s noteworthy that Microsoft Edge does not display the same prompt when users download other browsers like Opera or Firefox.
Google Chrome’s market dominance is evident in the 2025 statistics, where it commands a 66.6 percent market share. In contrast, Microsoft Edge holds 5.23 percent, followed by Mozilla Firefox and Samsung Internet both at 2.57 percent, and Opera at 2.27 percent. This long-standing trend of Chrome’s popularity has prompted Microsoft to continuously seek ways to increase Edge’s user base.
Microsoft Edge was launched in January 2020, and the company’s efforts to encourage its use through prompts began around December 2021. Early prompts, appearing on Windows 10 and Windows 11 devices, included messages such as “Chrome is ‘so 2008!’ but Microsoft Edge is new.” These initial prompts were integrated directly into the Edge browser, appearing on the webpage rather than as pop-up notifications.
The reported new prompts represent an escalation in Microsoft’s strategy, moving from general dissuasion to more precise targeting of heavy Chrome users. This focused approach aims to convert a significant portion of the browsing population that currently favors Chrome, thereby attempting to challenge its robust market lead and expand Edge’s reach.
