CONSUMER&

BRANDBrandKPIs

for

antivirus

&

securitysoftware:

Surfshark

Antivirus

in

IndiaConsumer

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

Surfshark

Antivirus’performance

inthe

antivirus&security

softwaremarket.Fieldwork:August-September

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202466%

of

Surfshark

Antivirus

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??SurfsharkAntivirus’branding

resonates

more

withMillennials?SurfsharkAntivirusranksoutsidetheTop10

inawareness

withintheantivirus&security

softwaremarket?SurfsharkAntivirusgenerally

appealstomen

morethan

women?Thepopularity

ratingof

SurfsharkAntivirusis25%?SurfsharkAntivirusranksoutsidetheTop10

inusage?Among

SurfsharkAntivirusenthusiasts,50%

fallunderthe

high-income

category?Interms

of

loyalty,Surfshark

Antivirusisoutsidethe?Consumers

want

theirantivirus&security

softwarebrandstohavehonesty

/trustworthiness,

authenticity,andhigh

valueTop

10inIndia?SurfsharkAntivirushasascore

of

23%

for

media

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

Surfshark

Antivirus

at

66%Brand

profile:

snapshotBrand

performance

of

Surfshark

Antivirus

inIndia66%44%25%23%19%AwarenessPopularityUsageLoyaltyBuzz5Notes:Antivirus

&security

software‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=553,

respondents

who

know

the

individual

brand

(popularity),

n=553,respondents

who

know

the

individual

brand

(usage),

n=106,

respondents

who

have

used

the

individual

brand

(loyalty),

n=553,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Surfshark

Antivirus’

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations47%45%43%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeSurfshark

Antivirusbygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatSurfshark

Antivirusislikedby0%

of

Babyboomers

and

14%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

0%

and

12%,

respectively.40%ForMillennials

andGen

Z,

47%

and

40%

feel

positivelytowards

Surfshark

Antivirus,versus

43%

and

45%.

Socurrently,

forSurfsharkAntivirus,Millennials

connectmost

with

theirbrandcompared

tothe

overall

industryuser.14%12%0%

0%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoantivirus

&security

software,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=139,

Surfshark

Antivirus

enthusiast,

n=1,158,

antivirus

&security

softwareusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Surfshark

Antivirus

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Surfshark

Antivirusshowsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof16%79%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

SurfsharkAntivirushasahigherproportion

ofLGBTQIA+23%40%60%48%52%52%

ofmen

likeSurfshark

Antiviruscompared

to

48%

of

women,

whereasfortheoverall

industry,60%

of

men

useantivirus&security

software

comparedto40%

of

women.consumers

when

compared

totheindustryusers

ingeneral.76%23%

ofSurfshark

Antivirusenthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to16%among

industryusers

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=139,

Surfshark

Antivirus

enthusiast,

n=1,158,

antivirus

&security

softwareusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Surfshark

Antivirus

enthusiasts,

50%

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.3%2%Single38%8%7%CoupleSingleparentNuclear50%

ofSurfshark

Antivirusenthusiastsarefrom

high-income

households.Surfshark

Antivirus’brandisgenerallyenjoyed

more

byconsumers

who

arepartof

amulti-generational

household,37%

ofSurfshark

Antivirusenthusiastshavethiscurrent

livingsituation.50%4%4%21%22%30%32%23%Multi-generational37%29%27%ExtendedOther27%36%0%1%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=139,

Surfshark

Antivirus

enthusiast,

n=1,158,

antivirus

&security

softwareusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

antivirus

&

security

software

brands

to

have

honesty

/trustworthiness,

authenticity,

and

high

valueBrand

profile:

qualitiesQualitiesuserswant

from

antivirus&security

software

brandsForantivirus&security

software,

the

topthree

qualitiesusers

want

from

abrandarehonesty

/trustworthiness,Authenticity80%Thrill/ExcitementSustainabilityBoldnessClevernessauthenticity,andhigh

value.60%40%20%0%Surfshark

Antivirususers

alsoappreciatethese

key

attributes,indicatingSurfsharkAntivirusexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatSurfsharkAntivirusenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivitySurfshark

Antivirusshouldwork

onpromoting

highvalueto

convertenthusiastsintoowners.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=106,

Surfshark

Antivirus

users’,n=139,

SurfsharkAntivirus

enthusiast,

n=1,158,

antivirus

&security

software

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Surfshark

Antivirus

fans,

60%

state

that

they

get

excited

about

antivirus&

security

softwareBrand

profile:

attitudesWhat

doconsumersthink

ofantivirus&securitysoftware

ingeneral?60%60%59%57%53%46%44%42%40%40%37%30%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=139,

SurfsharkAntivirus

enthusiast,

n=1,158,

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.1166%

of

Surfshark

Antivirus

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

antivirus&security

software,

theaverage

awareness

of

abrandinIndia

is59%.Awareness

ofSurfshark

Antivirus,however,

is

at44%.Awareness25%

ofIndianantivirus&security

software

users

saythey

likeSurfsharkAntivirus,compared

toanindustryaverage

brand

popularity

of40%.19%

ofindustryusers

inIndiasaythey

useSurfsharkAntivirus,with

the

average

usageofabrandat30%.BuzzPopularity66%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

74%.Surfshark

Antivirushasbeen

noticed

less

inthe

mediacompared

to

other

brands,with

a“Buzz”score

of23%compared

to

33%.Sooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:Antivirus

&security

software‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=553,

respondents

who

know

the

individual

brand

(popularity),

n=553,respondents

who

know

the

individual

brand

(usage),

n=106,

respondents

who

have

used

the

individual

brand

(loyalty),

n=553,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Surfshark

Antivirus

ranks

outside

the

Top

10

in

awareness

within

the

antivirus

&security

software

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofSurfshark

AntivirusRank#

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.1Microsoft

Defender86%75%71%68%68%58%58%58%58%49%2QuickHealMcAfee34Norton44%5AvastUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.56%6Avira7Nord

Threat

Protection360TotalSecurityKasperskyTotalAV8Outofallrespondents,

44%

were

aware

of

SurfsharkAntivirus.ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Surfshark

Antivirus

is

25%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofSurfshark

AntivirusRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Microsoft

Defender60%59%54%51%48%48%42%40%35%32%2McAfee25%3QuickHeal360TotalSecurityKasperskyAvast4Outofconsumers

who

knew

thebrand,

25%

saidtheyliked

Surfshark

Antivirus.Thisranksthemoutside

theTop

10

compared

tootherbrandssurveyed

inthismarket.567Norton75%8K7AntivirusAvira9PopularityN/A10Intego14

Notes:“When

it

comesto

antivirus

&security

software,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=553,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Surfshark

Antivirus

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofSurfshark

AntivirusRank#

BrandUsage

%48%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?”.1Microsoft

Defender19%2McAfee44%3QuickHeal360TotalSecurityK7AntivirusKasperskyAvast40%Outofconsumers

who

knew

thebrand,

19%

saidtheyused

SurfsharkAntivirus.ThisranksthemoutsidetheTop

10

compared

tootherbrandssurveyed

inthismarket.439%534%634%733%8Norton27%81%9Avira25%UsageN/A10Intego25%15

Notes:“When

it

comesto

antivirus

&security

software,which

ofthe

following

brands

have

you

used

in

the

past12

months?”;

Multi

Pick;Base:

n=553,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Surfshark

Antivirus

is

outside

the

Top

10

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofSurfshark

Antivirus’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

Defender2360TotalSecurityQuickHealMcAfee83%34%382%478%5TotalAV76%6Kaspersky76%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

antivirus&security

software,

which

of

the

following

brandsareyou

likely

touseagainin

thefuture?”.66%Nord

Threat

ProtectionK7AntivirusAvast75%7873%972%Outofrespondents

whohaveused

SurfsharkAntivirus,66%

saidthey

would

usethebrand

again.10Norton71%LoyaltyN/A16

Notes:“When

it

comesto

antivirus

&security

software,which

ofthe

following

brands

areyoulikely

touse

againin

the

future?”;

Multi

Pick;Base:

n=106,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Surfshark

Antivirus

has

a

score

of

23%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofSurfshark

AntivirusRank#

BrandBuzz%47%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1McAfee23%2360TotalSecurityQuickHealMicrosoft

DefenderAvast46%343%Outofconsumers

who

knew

thebrand,

23%

saidtheyhadheardaboutSurfshark

Antivirusinthe

media.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.443%540%6KasperskyK7AntivirusNorton38%736%77%833%9Avira31%BuzzN/A10Intego31%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=553,

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

exclusiveSta