America reacts to DOJ’s antitrust lawsuit against Google
New polling shows consumer choice is the crux of the issue
Last week, the United States Department of Justice (DOJ) filed a long-expected antitrust lawsuit alleging that Google uses anti competitive business practices to preserve a monopoly for its search engine and related advertising business. Google quickly responded to defend its position, arguing that its business agreements are fair and that people use Google’s services because they choose to, not because they’re forced to.
To understand public reactions to the lawsuit and Google’s response, National Research Group (NRG) polled 1,000 American adults from October 22–23rd, 2020. This new research measures support for DOJ’s legal action and assesses which arguments on both sides of the issue are resonating with Americans.
IN A CROWDED NEWS LANDSCAPE, FAMILIARITY REMAINS LIMITED
A few days after the DOJ’s lawsuit was formally filed, more than a third of Americans remain completely unaware of the issue. Even among those who have heard the news, familiarity is limited with few following the events closely.
With the current global pandemic and upcoming presidential election continuing to dominate the news cycle, coverage has not broken through to the average American in the way we might typically expect for a case of this magnitude. Even among more affluent and educated consumers who typically follow these types of stories closely, familiarity is limited: just 20% of those with college education or higher and 20% of those with household incomes of $100,000 or more say they have been following the story closely.
EARLY SUPPORT LEANS IN FAVOR OF DOJ’S ACTION
At this early stage, more than twice as many Americans support the DOJ taking legal action as oppose it. Perhaps even more concerning for Google is that support increases among those who are familiar with the matter: more than half of those who have been following the events closely or know at least some of the details say they support the DOJ taking legal action.
CONSUMER CHOICE IS THE CRUX OF PUBLIC PERCEPTION
Despite increasingly negative public sentiment towards “big tech” and early support for DOJ’s action, many Americans are aligned with Google’s counter-arguments against the suit, particularly when it comes to consumer choice. By a 2:1 ratio, Americans are more likely to say people choose to use Google and can easily switch than to say Google unfairly pushes users to its search engine through anticompetitive tactics.
Other arguments also tilt slightly in Google’s favor, though the DOJ’s most effective argument also relates to consumer choice — that Google’s anticompetitive practices have harmed consumers by reducing quality and choice in search.
MANY AMERICANS ARE NOT READY TO TAKE SIDES
In the early days, many Americans remain undecided about which side to support, and open to considering arguments on both sides. In fact, even after exposure to the opposing arguments, most undecideds are not swayed to either side. Those who are persuaded tend to break towards Google with opposition to the DOJ lawsuit increasing by 5 percentage points after hearing both sides.
GOING FORWARD
There is no doubt a long road ahead as the case plays out in the District Court for D.C. The issue will face a similarly long arc in the court of public opinion as Americans become increasingly familiar with the details of the case and arguments on both sides. Opposing viewpoints on the issue of consumer choice are likely to feature prominently in how the case plays out in both courts.
