CONSUMER&

BRANDBrandKPIs

for

antivirus

&

securitysoftware:

PC

Protect

in

MexicoConsumer

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

PC

Protect’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,

asofNovember202471%

of

PC

Protect

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??PC

Protect’s

branding

resonates

more

with

Gen

Z?PC

Protect

ranksseventh

inawareness

withintheantivirus&security

software

market?PC

Protect

generally

appealstowomen

more

thanmen?Thepopularity

ratingof

PC

Protect

is28%?PC

Protect

rankstenth

inusage?Among

PC

Protect

enthusiasts,32%

fallunderthehigh-income

category?Interms

of

loyalty,PCProtect

is

ninth

inMexico?PC

Protect

hasascore

of24%

formedia

buzz?Consumers

want

theirantivirus&security

softwarebrandstohavereliability,

honesty

/trustworthiness,andcleverness3Sources:

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

PC

Protect

at

71%Brand

profile:

snapshotBrand

performance

of

PCProtect

inMexico71%48%28%24%19%AwarenessPopularityUsageLoyaltyBuzz5Notes:Antivirus

&security

software‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=597,

respondents

who

know

the

individual

brand

(popularity),

n=597,respondents

who

know

the

individual

brand

(usage),

n=112,

respondents

who

have

used

the

individual

brand

(loyalty),

n=597,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024PC

Protect’s

branding

resonates

morewith

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations42%40%37%Withthatinmind,when

looking

atthe

shareofconsumers

who

likePCProtect

bygeneration

versusthe

share

of

industryusers

ingeneral,

we

cansee

thatPCProtect

islikedby2%

ofBaby

boomers

and18%

ofGen

Xers,

whereas

thetotalshare

ofindustryusers

is4%

and

23%,

respectively.33%23%18%ForMillennials

andGen

Z,

42%

and

37%

feel

positivelytowards

PCProtect,

versus40%

and33%.

Socurrently,forPCProtect,Gen

Zconnects

most

withtheirbrandcompared

to

theoverall

industryuser.4%2%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoantivirus

&security

software,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=166,

PCProtectenthusiast,

n=1,153,

antivirus

&security

softwareusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024PC

Protect

generally

appeals

to

women

more

than

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

PCProtect

shows

thatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof5%7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

PC

Protect

hasalowerproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.50%50%54%54%

ofwomen

likePCProtect

comparedto46%

of

men,whereas

fortheoverallindustry,50%

of

women

useantivirus&security

software

compared

to50%

ofmen.92%91%5%

of

PC

Protect

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to7%

amongindustryusers

overall.46%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=166,

PCProtectenthusiast,

n=1,153,

antivirus

&

security

softwareusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

PC

Protect

enthusiasts,

32%

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.1%6%Single32%35%31%34%16%11%CoupleSingleparentNuclear32%

ofPCProtect

enthusiastsare

fromhigh-income

households.PCProtect’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

acouple

household,

16%

ofPCProtectenthusiastshavethiscurrent

livingsituation.8%8%29%41%37%Multi-generational10%10%39%19%26%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=166,

PC

Protect

enthusiast,

n=1,153,

antivirus

&security

softwareusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

antivirus

&

security

software

brands

to

have

reliability,honesty

/

trustworthiness,

and

clevernessBrand

profile:

qualitiesQualitiesuserswant

from

antivirus&security

software

brandsForantivirus&security

software,

the

topthree

qualitiesusers

want

from

abrandarereliability,

honesty

/trustworthiness,andcleverness.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%PCProtect

users

alsoappreciate

thesekey

attributes,indicating

PCProtectexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatPC

Protect

enthusiastsareleast

focused

on

arethrill/excitement

andboldness.ReliabilityExclusivityPCProtect

should

work

on

promotingreliability

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=112,

PCProtectusers’,n=166,

PCProtectenthusiast,

n=1,153,

antivirus

&security

softwareusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

PC

Protect

fans,

27%

state

that

they

get

excited

about

antivirus

&security

softwareBrand

profile:

attitudesWhat

doconsumersthink

ofantivirus&securitysoftware

ingeneral?52%51%42%38%31%31%27%26%22%18%11%10%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=166,

PCProtectenthusiast,

n=1,153,

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.1171%

of

PC

Protect

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

antivirus&security

software,

theaverage

awareness

of

abrandinMexico

is

49%.Awareness

ofPCProtect,however,

isat48%.Awareness28%

ofMexican

antivirus&security

software

users

saythey

likePC

Protect,

compared

to

anindustryaveragebrandpopularityof

38%.19%

ofindustryusers

inMexico

saythey

usePCProtect,

with

the

average

usageofabrandat27%.BuzzPopularity71%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

73%.PCProtect

hasbeen

noticed

less

inthemediacompared

to

other

brands,with

a“Buzz”score

of24%compared

to

28%.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=1,250,

all

respondents

(awareness),

n=597,

respondents

who

know

the

individual

brand

(popularity),

n=597,respondents

who

know

the

individual

brand

(usage),

n=112,

respondents

who

have

used

the

individual

brand

(loyalty),

n=597,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024PC

Protect

ranks

seventh

in

awareness

within

the

antivirus

&

security

softwaremarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofPC

ProtectRank#

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

Defender85%73%70%68%63%50%48%44%42%35%2McAfee3Norton4AVG48%5Avast52%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6PandaSecurityPC

ProtectKasperskyAvira78Outofallrespondents,

48%

were

aware

of

PC

Protect.Thisranksthemseventh

compared

to

other

brandssurveyed

inthismarket.9AwarenessN/A10Malwarebytes13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,250,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

PC

Protect

is

28%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofPC

ProtectRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1McAfee65%58%57%56%53%37%37%31%29%28%2Microsoft

DefenderAvast28%34NortonOutofconsumers

who

knew

thebrand,

28%

saidtheyliked

PCProtect.

Thisranksthemtenthcompared

toother

brandssurveyed

inthismarket.5KasperskyAVG67PandaSecurityMalwarebytesBitdefenderPC

Protect72%89PopularityN/A1014

Notes:“When

it

comesto

antivirus

&security

software,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=597,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024PC

Protect

ranks

tenth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofPC

ProtectRank#

BrandUsage

%50%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?”.1McAfee19%2Microsoft

DefenderAvast48%342%Outofconsumers

who

knew

thebrand,

19%

saidtheyused

PC

Protect.

Thisranksthemtenthcompared

toother

brandssurveyed

inthismarket.4KasperskyNorton37%535%6AVG28%7PandaSecurityMalwarebytesBitdefenderPC

Protect23%821%81%920%UsageN/A1019%15

Notes:“When

it

comesto

antivirus

&security

software,which

ofthe

following

brands

have

you

used

in

the

past12

months?”;

Multi

Pick;Base:

n=597,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,PC

Protect

is

ninth

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofPCProtect’s

consumersRank#

BrandLoyalty

%82%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

Defender2KasperskyMcAfee81%29%380%4Avast78%5Norton75%6F-Secure75%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

antivirus&security

software,

which

of

the

following

brandsareyou

likely

touseagainin

thefuture?”.7Surfshark

AntivirusAVG74%71%872%9PC

ProtectMalwarebytes71%Outofrespondents

whohaveused

PCProtect,71%saidthey

would

usethebrand

again.LoyaltyN/A1071%16

Notes:“When

it

comesto

antivirus

&security

software,which

ofthe

following

brands

areyoulikely

touse

againin

the

future?”;

Multi

Pick;Base:

n=112,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024PC

Protect

has

a

score

of

24%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofPCProtectRank#

BrandBuzz%47%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1McAfee24%2Microsoft

DefenderAvast40%340%Outofconsumers

who

knew

thebrand,

24%

saidtheyhadheardaboutPCProtect

inthe

media.

This

ranksthemeighthcompared

to

other

brandssurveyed

inthismarket.4KasperskyNorton37%534%6AVG25%7PandaSecurityPC

ProtectF-Secure24%76%824%923%BuzzN/A10Malwarebytes23%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=597,

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

consumerinsightstomakedata-drivendec