CONSUMER&

BRANDBrandKPIs

for

antivirus

&

securitysoftware:

F-Secure

in

the

UnitedKingdomConsumer

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

F-Secure’s

performance

intheantivirus&security

software

market.Fieldwork:August-September

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202465%

of

F-Secure

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??F-Secure’s

branding

resonates

more

with

Millennials?F-Secure

generally

appealstomen

more

than

women?F-Secure

ranksoutsidethe

Top

10

inawarenesswithin

the

antivirus&security

software

market?Thepopularity

ratingof

F-Secure

is23%?F-Secure

ranksoutsidethe

Top

10

inusage?Among

F-Secure

enthusiasts,59%

fallunderthe

high-income

category?Consumers

want

theirantivirus&security

softwarebrandstohavehonesty

/trustworthiness,

reliability,andhigh

value?Interms

of

loyalty,F-Secure

isoutsidetheTop10

inthe

United

Kingdom?F-Secure

hasascore

of13%

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

F-Secureat

65%Brand

profile:

snapshotBrand

performance

of

F-Secure

intheUnited

Kingdom65%23%23%16%13%AwarenessPopularityUsageLoyaltyBuzz5Notes:Antivirus

&security

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

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=292,

respondents

who

know

the

individual

brand

(popularity),

n=292,respondents

who

know

the

individual

brand

(usage),

n=48,

respondents

who

have

used

the

individual

brand

(loyalty),

n=292,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024F-Secure’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations51%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeF-Secure

by

generation

versus

theshareof

industryusers

ingeneral,

we

cansee

thatF-Secure

islikedby4%

ofBaby

boomers

and

21%

ofGenXers,

whereas

thetotalshareof

industryusers

is11%and31%,

respectively.36%31%24%22%21%ForMillennials

andGen

Z,

51%

and

24%

feel

positivelytowards

F-Secure,

versus

36%

and22%.

Socurrently,forF-Secure,

Millennials

connect

most

with

theirbrandcompared

to

theoverall

industryuser.11%4%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoantivirus

&security

software,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=67,

F-Secure

enthusiast,

n=1,048,

antivirus

&security

softwareusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024F-Securegenerally

appeals

to

menmore

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

F-Secure

shows

thatwomen

are

lesslikely

to

haveanaffinitywith

the

brandcompared

to

men.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%10%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

F-Secure

hasahigherproportion

of

LGBTQIA+

consumerswhen

compared

tothe

industryusers

ingeneral.37%63%49%51%63%

ofmen

likeF-Secure

compared

to37%

ofwomen,

whereas

fortheoverallindustry,51%

of

men

useantivirus&security

software

compared

to49%

ofwomen.89%88%10%

ofF-Secure

enthusiastsconsiderthemselves

to

bepartof

the

LGBTQIA+community

compared

to7%

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=67,F-Secure

enthusiast,

n=1,048,

antivirus

&security

softwareusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

F-Secure

enthusiasts,

59%

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.10%17%Single36%13%20%CoupleSingleparentNuclear59%

ofF-Secure

enthusiastsare

fromhigh-income

households.F-Secure’s

brandisgenerally

enjoyedmore

byconsumers

who

arepartof

anuclearhousehold,

46%

of

F-Secureenthusiastshavethiscurrent

livingsituation.59%7%10%46%33%31%35%Multi-generational1%2%22%16%13%ExtendedOther19%4%4%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=67,

F-Secureenthusiast,

n=1,048,

antivirus

&security

softwareusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

antivirus

&

security

software

brands

to

have

honesty

/trustworthiness,

reliability,

and

high

valueBrand

profile:

qualitiesQualitiesuserswant

from

antivirus&security

software

brandsForantivirus&security

software,

the

topthree

qualitiesusers

want

from

abrandarehonesty

/trustworthiness,

reliability,andhigh

value.Authenticity80%Thrill/ExcitementSustainabilityBoldnessCleverness60%40%20%0%F-Secure

users

alsoappreciate

these

keyattributes,indicating

F-Secure

exudesthese

qualities.SocialresponsibilityCoolnessThequalitiesthatF-Secure

enthusiastsareleast

focused

on

arethrill/excitement

andcoolness.ReliabilityExclusivityF-Secure

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=48,

F-Secure

users’,n=67,

F-Secureenthusiast,

n=1,048,

antivirus

&security

softwareusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

F-Secure

fans,

43%

state

that

they

get

excited

about

antivirus

&

securitysoftwareBrand

profile:

attitudesWhat

doconsumersthink

ofantivirus&securitysoftware

ingeneral?64%55%54%49%47%43%26%21%19%16%16%14%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=67,

F-Secureenthusiast,

n=1,048,

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.1165%

of

F-Secure

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

antivirus&security

software,

theaverage

awareness

of

abrandinthe

United

Kingdomis39%.

Awareness

ofF-Secure,

however,

is

at23%.Awareness23%

ofUK

antivirus&security

software

users

saytheylikeF-Secure,

compared

toanindustryaverage

brandpopularity

of30%.16%

ofindustryusers

intheUnitedKingdomsaytheyuseF-Secure,

withtheaverage

usageof

abrandat21%.BuzzPopularity65%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

69%.F-Secure

hasbeen

noticed

less

inthe

media

comparedtootherbrands,with

a“Buzz”

score

of

13%

comparedto17%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Antivirus

&security

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

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,247,

all

respondents

(awareness),

n=292,

respondents

who

know

the

individual

brand

(popularity),

n=292,respondents

who

know

the

individual

brand

(usage),

n=48,

respondents

who

have

used

the

individual

brand

(loyalty),

n=292,

respondents

who

know

the

individual

brand(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024F-Secureranks

outside

the

Top

10

in

awarenesswithin

the

antivirus

&

securitysoftware

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofF-SecureRank#

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.1Norton82%81%70%61%49%43%34%33%29%26%23%2McAfee3Microsoft

DefenderAVG45AvastUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6KasperskyAvira777%8MalwarebytesBitdefenderPandaSecurityOutofallrespondents,

23%

were

aware

of

F-Secure.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.9AwarenessN/A1013

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,247,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

F-Secure

is

23%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofF-SecureRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1McAfee50%50%43%39%39%32%30%28%28%25%23%2Norton3Avast4AVGOutofconsumers

who

knew

thebrand,

23%

saidtheyliked

F-Secure.

This

ranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.5Microsoft

DefenderKasperskyAvira6777%8BitdefenderPandaSecurityEmsisoft9PopularityN/A1014

Notes:“When

it

comesto

antivirus

&security

software,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=292,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024F-Secureranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofF-SecureRank#

BrandUsage

%35%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?”.1Norton16%2McAfee35%3Microsoft

DefenderAvast33%Outofconsumers

who

knew

thebrand,

16%

saidtheyused

F-Secure.

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.431%5AVG27%6BitdefenderESET21%721%8Avira19%84%9PandaSecurityKaspersky19%UsageN/A1018%15

Notes:“When

it

comesto

antivirus

&security

software,which

ofthe

following

brands

have

you

used

in

the

past12

months?”;

Multi

Pick;Base:

n=292,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

F-Secure

is

outside

the

Top

10

in

the

United

KingdomBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofF-Secure’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.1McAfee2Norton83%3Avast83%35%4Microsoft

DefenderAVG80%576%6PandaSecuritySophos73%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

antivirus&security

software,

which

of

the

following

brandsareyou

likely

touseagainin

thefuture?”.65%772%8KasperskyBitdefenderTrendMicro71%969%Outofrespondents

whohaveused

F-Secure,

65%

saidthey

would

usethebrand

again.LoyaltyN/A1067%16

Notes:“When

it

comesto

antivirus

&security

software,which

ofthe

following

brands

areyoulikely

touse

againin

the

future?”;

Multi

Pick;Base:

n=48,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024F-Securehas

a

score

of

13%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofF-SecureRank#

BrandBuzz%24%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1McAfee13%2Avast23%3Norton23%Outofconsumers

who

knew

thebrand,

13%

saidtheyhadheardaboutF-Secure

inthe

media.

ThisranksthemoutsidetheTop10

compared

to

other

brandssurveyed

inthismarket.4Avira22%5BitdefenderEmsisoftAVG21%621%720%8Microsoft

DefenderGDATA18%87%917%BuzzN/A10PandaSecurity16%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=292,

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-driven