CONSUMER&

BRANDBrandKPIs

for

antivirus

&

securitysoftware:

Microsoft

Defender

inMexicoConsumer

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

Microsoft

Defender’sperformance

inthe

antivirus&security

softwaremarket.Fieldwork:August-September

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202482%

of

Microsoft

Defenderusers

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Microsoft

Defender’s

brandingresonates

more

with?Microsoft

Defender

ranksfirstinawareness

withinGen

Zthe

antivirus&security

software

market?Microsoft

Defender

generally

appealsto

womenmore

than

men?Thepopularity

ratingof

Microsoft

Defender

is

58%?Microsoft

Defender

rankssecond

inusage?Among

Microsoft

Defender

enthusiasts,33%

fallunderthe

high-income

category?Interms

of

loyalty,Microsoft

Defender

isfirst

inMexico?Consumers

want

theirantivirus&security

softwarebrandstohavereliability,

honesty

/trustworthiness,andcleverness?Microsoft

Defender

hasascore

of

40%

formediabuzz3Sources:

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.4Awarenessis

the

highest

scoring

KPI

for

Microsoft

Defender

at

85%Brand

profile:

snapshotBrand

performance

of

Microsoft

DefenderinMexico85%82%58%48%40%AwarenessPopularityUsageLoyaltyBuzz5Notes:Antivirus

&security

software‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,250,

all

respondents

(awareness),

n=1,060,

respondents

who

know

the

individual

brand

(popularity),

n=1,060,respondents

who

know

the

individual

brand

(usage),

n=504,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,060,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Microsoft

Defender’s

branding

resonates

more

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations41%40%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeMicrosoft

Defender

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatMicrosoft

Defender

islikedby3%

ofBabyboomers

and

22%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

4%

and

23%,

respectively.34%33%23%22%ForMillennials

andGen

Z,

34%

and

41%

feel

positivelytowards

Microsoft

Defender,

versus

40%

and

33%.

Socurrently,

forMicrosoft

Defender,

Gen

Zconnects

mostwith

theirbrandcompared

tothe

overall

industryuser.4%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoantivirus

&security

software,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=610,

MicrosoftDefender

enthusiast,

n=1,153,

antivirus

&security

softwareusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Microsoft

Defender

generally

appeals

to

women

morethan

menBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Microsoft

Defender

showsthatwomen

are

more

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof6%7%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Microsoft

Defender

hasasimilar

proportion

of

LGBTQIA+50%50%53%47%53%

ofwomen

likeMicrosoft

Defendercompared

to

47%

of

men,whereas

forthe

overall

industry,50%

of

women

useantivirus&security

software

comparedto50%

of

men.91%91%consumers

when

compared

totheindustryusers

ingeneral.6%

of

Microsoft

Defender

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to7%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=610,

MicrosoftDefender

enthusiast,

n=1,153,

antivirus

&security

software

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Microsoft

Defender

enthusiasts,

33%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.5%6%Single33%35%31%34%11%11%CoupleSingleparentNuclear33%

ofMicrosoft

Defender

enthusiastsarefrom

high-income

households.Microsoft

Defender’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

anextended

household,

28%

ofMicrosoft

Defender

enthusiastshavethiscurrent

living

situation.8%8%30%33%37%Multi-generational10%10%37%28%26%ExtendedOther4%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=610,

MicrosoftDefender

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%Microsoft

Defender

users

alsoappreciate

these

key

attributes,indicating

Microsoft

Defender

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatMicrosoft

Defenderenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityInnovationInclusivenessFriendlinessMicrosoft

Defender

shouldwork

onpromoting

exclusivity

to

convertenthusiastsintoowners.HighvalueHonesty/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=504,

MicrosoftDefender

users’,n=610,

MicrosoftDefender

enthusiast,

n=1,153,

antivirus

&security

software

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Microsoft

Defender

fans,

20%

state

that

they

get

excited

about

antivirus&

security

softwareBrand

profile:

attitudesWhat

doconsumersthink

ofantivirus&securitysoftware

ingeneral?56%51%33%31%29%26%24%22%20%18%10%

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=610,

MicrosoftDefender

enthusiast,

n=1,153,

antivirus

&security

software

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1182%

of

Microsoft

Defenderusers

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

antivirus&security

software,

theaverage

awareness

of

abrandinMexico

is

49%.Awareness

ofMicrosoft

Defender,

however,

is

at85%.Awareness57%

ofMexican

antivirus&security

software

users

saythey

likeMicrosoft

Defender,

compared

toanindustryaverage

brand

popularity

of38%.48%

ofindustryusers

inMexico

saythey

useMicrosoftDefender,

with

the

average

usageofabrandat27%.BuzzPopularity82%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

73%.Microsoft

Defender

hasbeen

noticed

more

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

40%

compared

to28%.Sooverall,

the

results

showtheir

performance

tobeabove

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=1,060,

respondents

who

know

the

individual

brand

(popularity),

n=1,060,respondents

who

know

the

individual

brand

(usage),

n=504,

respondents

who

have

used

the

individual

brand

(loyalty),

n=1,060,respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Microsoft

Defenderranksfirst

in

awareness

within

the

antivirus

&

securitysoftware

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofMicrosoft

DefenderRank#

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%15%2McAfee3Norton4AVG5AvastUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6PandaSecurityPC

ProtectKasperskyAvira78Outofallrespondents,

85%

were

aware

of

MicrosoftDefender.

Thisranksthemfirstcompared

to

otherbrandssurveyed

inthismarket.85%N/A9Awareness10Malwarebytes13

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

Microsoft

Defender

is

58%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofMicrosoft

DefenderRank#

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

DefenderAvast342%4NortonOutofconsumers

who

knew

thebrand,

57%

saidtheyliked

Microsoft

Defender.

Thisranksthemsecondcompared

to

other

brandssurveyed

inthismarket.5KasperskyAVG58%67PandaSecurityMalwarebytesBitdefenderPC

Protect89PopularityN/A1014

Notes:“When

it

comesto

antivirus

&security

software,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=1,060,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Microsoft

Defenderranks

second

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofMicrosoft

DefenderRank#

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?”.1McAfee2Microsoft

DefenderAvast48%342%Outofconsumers

who

knew

thebrand,

48%

saidtheyused

Microsoft

Defender.

Thisranksthemsecondcompared

to

other

brandssurveyed

inthismarket.4KasperskyNorton37%48%535%52%6AVG28%7PandaSecurityMalwarebytesBitdefenderPC

Protect23%821%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=1,060,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Microsoft

Defender

is

first

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofMicrosoft

Defender’sconsumersRank#

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

Defender18%2KasperskyMcAfee81%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%872%82%9PC

ProtectMalwarebytes71%Outofrespondents

whohaveused

MicrosoftDefender,

82%

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=504,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Microsoft

Defender

has

a

score

of

40%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofMicrosoft

DefenderRank#

BrandBuzz%47%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1McAfee2Microsoft

DefenderAvast40%340%Outofconsumers

who

knew

thebrand,

40%

saidtheyhadheardaboutMicrosoft

Defender

inthemedia.Thisranksthemsecond

compared

tootherbrandssurveyed

inthismarket.40%4KasperskyNorton37%534%6AVG25%60%7PandaSecurityPC

ProtectF-Secure24%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=1,060,

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.