As of next Monday, Microsoft will give Windows users in the UK the choice over which web browser they wish to use.
The problem is, more than three-quarters of users (77 per cent) don't know this yet.
Microsoft agreed to unbundle Internet Explorer as the default Windows browser as part of an anti-trust settlement reached with the European Commission late last year. Under the deal, Windows users will be presented with the Microsoft Browser Ballot from 1 March, which will prompt users to choose between the five most popular browsers presented in random order.
However, a Mozilla-sponsored YouGov survey reveals that just 23 per cent of Windows users in the UK are even aware they are to be given the choice.
The online survey canvassed a group of 2,000 adults over the space of a week earlier this month, and with the results proving less than encouraging, the Mozilla Foundation has launched a dedicated website and published an open letter on it to help raise awareness.
The not-for-profit organisation is the driving force between Firefox, the second most popular browser behind Internet Explorer, with a steadily increasing market share.
"It's strange that the majority of people in the world haven't ever considered the web browser on their computer or mobile phone - that so many people every day use the browser that comes by default," the letter reads.
Carrying the names of both Mozilla chair Mitchell Baker and chief executive John Lilly, the letter is clearly aimed at whipping up increased awareness of Firefox ahead of the ballot: "We're pleased to support the European Commission and Microsoft in recognising how important choice is," the pair write.
"As an international non-profit organisation, Mozilla has always believed that the freedom to make smart choices should be central to making the web, and the world, a better place. This shows through with Mozilla Firefox, a free, open source web browser that more than 350 million people around the world have chosen to use every day."
The browser choice screen update will go out automatically to any PC with Internet Explorer installed as the main operating system. The ballot screen will pop up when users attempt to launch Internet Explorer by clicking on the blue E icon in the Taskbar. It will display in no partucular order Internet Explorer, Firefox, Opera, Chrome and Safari, and ask users to affirm their choice.
"We believe that the Browser Choice screen is an important milestone towards helping more people take control of their online lives - and we hope for the conversation to become broader and deeper," the letter reads. "We've set up opentochoice.org as one place for you to discuss what this choice means to you - and we hope that you'll add your own voice to this conversation and those to come."
The update will affect an estimated 195 million Windows XP, Vista and Windows 7 users is 32 European countries.
