Earlier today I said that the fact that 10% of search traffic was now coming up under the “not provided” keyword wasn’t a problem because 90% was easily big enough to get a good sample size.
This seems to have been a bit hasty because Firefox has just announced they are testing https with a view to rolling it out as the default. This would mean that another 25% of users would be “not provided”.
“We are currently testing the change to use SSL for built-in Google searches in our Firefox nightly channel,” a Mozilla spokesperson said via email. “If no issues are uncovered, it will move through our Aurora and Beta release channels before eventually shipping to all our Firefox users. This will include migrating the changes to our non-English version of Firefox, as well.”
Google has so far not said that they will roll out https for Chrome but you can bet that if Microsoft follows Firefox then Google won’t be far behind. They would hate to be the only browser that didn’t do https by default.