Background

General:
- We currently have 26-32% of ADIs using Firefox 3.6.X and we want to start migrating those users to the latest version of Firefox. There are several things we are doing to move these users from a product and marketing standpoint and they are described below.
Studies:
- Several studies have been done in the past few years to try to understand why some users don't upgrade. They basically include:
  - Speed/Speedometer - Focused on visually depicting speed to address 13% of speed/memory concerns via Why-people-dont-upgrade-their-browser-part-i
  - Fewer Crashes/Crash-o-meter - Focused on crashes less (wording taken from metrics team survey) Why-people-dont-upgrade-their-browser-part-iii
  - Add-ons & Plug-ins/Free Compatibility Check - Focused on 13% concerned about Add-ons/Plugin Compatibility Check Why-people-dont-upgrade-their-browser-part-i
  - Bookmarks/We've Packed up Your Favorite Stuff - Focused on users concerned about bookmarks and browser history Why-people-dont-upgrade-their-browser-part-i

They include:

Goals