to implement a change. Id. at 554:5-16 (Rangel). “[T]he more choice friction it takes to change the defaults, the sticker the defaults are.” Id. at 554:20-21 (Rangel).
70. The amount of choice friction varies and depends on many factors. For instance, default effects are weaker when the product is of poor quality or is unknown to users. Consumers “start thinking about switching more if the experience is unsatisfactory” or if they have, “over years, developed a very strong preference for a [rival] brand[.]” Id. at 548:15-20 (Rangel). By contrast, default effects are stronger when the user is satisfied with the product. Id. at 650:22–651:9 (Rangel).
71. The type of device matters as well. Default effects are stronger on mobile devices, as opposed to desktop computers, in part because of the smaller interface. Id. at 625:21-23 (Rangel); id. at 6311:1-8 (Nayak) (“I think the most salient difference between mobile and desktop is in the user experience. . . . The mobile device has very limited real estate. . . . Whereas, the desktop device, of course, has a lot of real estate to provide your search experience. . . . It’s just a very different experience.”); id. at 9764:6-12 (Murphy) (“[M]obile screens are smaller, hard to change the default, as compared to a PC where the screen is bigger[.]”); id. at 3498:14-19 (Nadella) (“[C]hanging defaults today is . . . toughest on mobile platforms because . . . they’re locked up on the browser that is allowed, they’re locked up with app store access. So there are many, many sort of friction points on mobile operating systems.”). Also, switching certain default settings on an Android device is arguably harder than on an iPhone. See UPX171 at 186 (iPhone user study participants were “able to switch back with relatively little effort” to Google from Bing); Tr. at 559:23–561:16 (Rangel) (discussing UPXD101 at 25–35) (replacing the Google Search Widget with Bing’s rival widget is a 10-step process).
28
