CONSUMER&

BRANDBrandKPIs

for

antivirus

&

securitysoftware:

Trend

Micro

in

GermanyConsumer

Insights

reportNovember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

Trend

Micro’s

performance

inthe

antivirus&security

software

market.Fieldwork:August-September

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202453%

of

Trend

Microusers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Trend

Micro’s

branding

resonates

more

with

Gen

Z?Trend

Micro

ranksoutsidethe

Top

10

inawarenesswithin

the

antivirus&security

software

market?Trend

Micro

generally

appealstomen

more

thanwomen?Thepopularity

ratingof

Trend

Micro

is16%?Trend

Micro

ranksoutsidethe

Top

10

inusage?Among

TrendMicro

enthusiasts,55%

fallunderthehigh-income

category?Interms

of

loyalty,Trend

Micro

is

outsidetheTop10?Consumers

want

theirantivirus&security

softwarebrandstohavereliability,

highvalue,and

honesty

/trustworthinessinGermany?Trend

Micro

hasascore

of6%

formedia

buzz3Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

for

Trend

Micro

at

53%Brand

profile:

snapshotBrand

performance

of

Trend

Micro

inGermany53%21%16%6%6%AwarenessPopularityUsageLoyaltyBuzz5Notes:Antivirus

&security

software‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=257,

respondents

who

know

the

individual

brand

(popularity),

n=257,respondents

who

know

the

individual

brand

(usage),

n=15,

respondents

who

have

used

the

individual

brand

(loyalty),

n=257,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Trend

Micro’s

branding

resonates

morewith

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations37%34%34%33%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeTrend

Micro

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatTrend

Micro

islikedby5%

ofBaby

boomers

and24%of

Gen

Xers,whereas

the

total

shareof

industryusersis13%

and34%,

respectively.24%20%ForMillennials

andGen

Z,

34%

and

37%

feel

positivelytowards

Trend

Micro,

versus33%

and20%.

So13%currently,

forTrend

Micro,

Gen

Zconnects

most

withtheirbrandcompared

tothe

overall

industryuser.5%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoantivirus

&security

software,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=41,

TrendMicro

enthusiast,

n=1,075,

antivirus

&security

software

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Trend

Micro

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandLGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesofenthusiastsof

Trend

Micro

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.5%6%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Trend

Micro

hasasimilarproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.46%54%49%51%54%

ofmen

likeTrend

Micro

comparedto46%

of

women,

whereas

fortheoverall

industry,51%

ofmen

useantivirus&security

software

comparedto49%

of

women.88%89%5%

of

Trend

Micro

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to6%

amongindustryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

antivirus

&security

software,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=41,TrendMicroenthusiast,

n=1,075,

antivirus

&security

softwareusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Trend

Micro

enthusiasts,

55%

fall

under

the

high-income

categoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.12%Single24%29%36%CoupleSingleparentNuclear55%

ofTrend

Micro

enthusiastsare

fromhigh-income

households.Trend

Micro’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

44%

of

Trend

Microenthusiastshavethiscurrent

livingsituation.25%55%2%9%44%33%30%29%16%Multi-generational0%2%7%9%29%ExtendedOther5%3%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

antivirus

&security

software,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=41,

TrendMicroenthusiast,

n=1,075,

antivirus

&security

software

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

antivirus

&

security

software

brands

to

have

reliability,high

value,

and

honesty

/

trustworthinessBrand

profile:

qualitiesQualitiesuserswant

from

antivirus&security

software

brandsForantivirus&security

software,

the

topthree

qualitiesusers

want

from

abrandarereliability,

highvalue,and

honesty

/trustworthiness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%Trend

Micro

users

alsoappreciate

thesekey

attributes,indicating

Trend

Microexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatTrendMicroenthusiastsare

least

focused

on

arethrill/excitement

andboldness.ReliabilityExclusivityTrend

Micro

should

work

on

promotinginnovation

to

convert

enthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

antivirus

&security

software,which

ofthese

aspects

are

mostimportant

to

you?”;Multi

Pick;

“When

it

comes

toantivirus

&security

software,which

ofthe

following

brands

do

youlike?”;Multi

Pick;“Whenit

comes

toantivirus

&security

software,which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=15,

TrendMicrousers’,n=41,

TrendMicro

enthusiast,

n=1,075,

antivirus

&security

softwareusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Trend

Micro

fans,

39%

state

that

they

get

excited

about

antivirus

&security

softwareBrand

profile:

attitudesWhat

doconsumersthink

ofantivirus&securitysoftware

ingeneral?59%48%39%39%37%37%21%19%17%15%15%12%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrandsIknow

and

trust

aboutantivirus&

topicsrelating

toIget

excitedIliketotalkaboutsecurity

softwareantivirus&security

softwareBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

antivirus

&security

softwaredo

youagreewith?”;

Multi

Pick;“When

it

comesto

antivirus

&

security

software,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=41,

TrendMicroenthusiast,

n=1,075,

antivirus

&security

softwareusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1153%

of

Trend

Microusers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

antivirus&security

software,

theaverage

awareness

of

abrandinGermany

is41%.Awareness

ofTrend

Micro,

however,

isat21%.Awareness16%

ofGerman

antivirus&security

software

users

saythey

likeTrend

Micro,

compared

to

anindustryaverage

brand

popularity

of28%.6%

of

industryusers

inGermany

say

theyuseTrendMicro,

with

theaverage

usageof

abrand

at19%.BuzzPopularity53%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

70%.Trend

Micro

hasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of6%compared

to

15%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Antivirus

&security

software‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,248,

all

respondents

(awareness),

n=257,

respondents

who

know

the

individual

brand

(popularity),

n=257,respondents

who

know

the

individual

brand

(usage),

n=15,

respondents

who

have

used

the

individual

brand

(loyalty),

n=257,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Trend

Micro

ranks

outside

the

Top

10

in

awareness

within

the

antivirus

&security

software

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofTrendMicroRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1McAfee76%75%69%69%61%53%50%37%33%26%21%2Avira3Norton4Microsoft

DefenderKasperskyAvast5Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.67AVG8BitdefenderGDATAOutofallrespondents,

21%

were

aware

of

TrendMicro.

This

ranksthemoutsidetheTop10

comparedtootherbrandssurveyed

inthismarket.79%9AwarenessN/A10F-Secure13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,248,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Trend

Micro

is

16%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofTrendMicroRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Avira50%41%40%40%38%36%31%27%27%27%16%2McAfee3Avast4Microsoft

DefenderNortonOutofconsumers

who

knew

thebrand,

16%

saidtheyliked

Trend

Micro.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.56KasperskyBitdefenderEmsisoftMalwarebytesAVG7884%9PopularityN/A1014

Notes:“When

it

comesto

antivirus

&security

software,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=257,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Trend

Micro

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofTrendMicroRank#

BrandUsage

%36%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

antivirus&security

software,

which

of

the

following

brandshaveyou

used

inthepast12

months?”.6%1Avira2Microsoft

DefenderMcAfee34%325%Outofconsumers

who

knew

thebrand,

6%

saidtheyused

Trend

Micro.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.4Avast25%5KasperskyMalwarebytesESET21%620%720%8Norton19%9BitdefenderAVG18%94%UsageN/A1017%15

Notes:“When

it

comesto

antivirus

&security

software,which

ofthe

following

brands

have

you

used

in

the

past12

months?”;

Multi

Pick;Base:

n=257,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Trend

Micro

is

outside

the

Top

10

in

GermanyBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofTrend

Micro’s

consumersRank#

BrandLoyalty

%84%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1Microsoft

Defender2KasperskyAvira81%381%4Avast80%47%5Sophos80%53%6McAfee79%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

antivirus&security

software,

which

of

the

following

brandsareyou

likely

touseagainin

thefuture?”.7Norton78%8MalwarebytesPandaSecurityAVG74%973%Outofrespondents

whohaveused

Trend

Micro,

53%saidthey

would

usethebrand

again.LoyaltyN/A1072%16

Notes:“When

it

comesto

antivirus

&security

software,which

ofthe

following

brands

areyoulikely

touse

againin

the

future?”;

Multi

Pick;Base:

n=15,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Trend

Microhas

a

score

of

6%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofTrend

MicroRank#

BrandBuzz%21%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.6%1McAfee2KasperskyAvira21%321%Outofconsumers

who

knew

thebrand,

6%

saidtheyhadheardaboutTrend

Micro

inthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4EmsisoftNorton20%517%6ESET16%7ComodoMicrosoft

DefenderAvast16%816%915%94%BuzzN/A10Bitdefender15%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=257,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightstomak