brand kpis fuer antiviren und sicherheitssoftware nord threat protection in indien-外文版培训课件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

antivirus

&

securitysoftware:

Nord

Threat

Protection

inIndiaConsumer

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

Nord

Threat

Protection’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,

asofNovember202475%

of

Nord

Threat

Protection

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•Nord

Threat

Protection’s

branding

resonates

with•Nord

Threat

Protection

rankssixthinawarenessGen

Zsimilarly

to

other

brandsinthe

industrywithin

the

antivirus&security

software

market•Nord

Threat

Protection

generally

appealstomen•Thepopularity

ratingof

Nord

Threat

Protection

ismore

than

women30%•Among

Nord

Threat

Protection

enthusiasts,42%

fall•Nord

Threat

Protection

ranksoutsidetheTop10

inunderthe

high-income

categoryusage•Consumers

want

theirantivirus&security

software•In

terms

of

loyalty,Nord

Threat

Protection

isseventhbrandstohavehonesty

/trustworthiness,

authenticity,

inIndiaandhigh

value•Nord

Threat

Protection

hasascore

of

29%

for

mediabuzz3Sources:

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

Nord

Threat

Protection

at

75%Brand

profile:

snapshotBrand

performance

of

NordThreatProtection

inIndia75%58%30%29%21%AwarenessPopularityUsageLoyaltyBuzz5Notes:Antivirus

&security

software‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=730,

respondents

who

know

the

individual

brand

(popularity),

n=730,respondents

who

know

the

individual

brand

(usage),

n=150,

respondents

who

have

used

the

individual

brand

(loyalty),

n=730,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Nord

Threat

Protection’s

branding

resonates

with

Gen

Z

similarly

to

otherbrands

in

the

industryBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations47%45%43%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeNord

Threat

Protection

bygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatNord

Threat

Protection

islikedby0%

of

Babyboomers

and

12%

of

Gen

Xers,whereasthe

total

shareof

industryusers

is0%

and

12%,respectively.40%ForMillennials

andGen

Z,

40%

and

47%

feel

positivelytowards

Nord

ThreatProtection,

versus

43%

and

45%.Socurrently,

forNord

Threat

Protection,

Gen

Zconnects

most

with

theirbrandcompared

totheoverall

industryuser.12%

12%Gen

X0%

0%Gen

ZMillennialsBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoantivirus

&security

software,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=217,

NordThreatProtectionenthusiast,

n=1,158,

antivirus

&security

softwareusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Nord

Threat

Protection

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Nord

Threat

Protectionshows

thatwomen

areless

likely

tohaveanaffinity

with

the

brandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof11%16%79%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Nord

Threat

Protection

hasalower

proportion

of

LGBTQIA+39%61%40%60%61%

ofmen

likeNord

Threat

Protectioncompared

to

39%

of

women,

whereasfortheoverall

industry,60%

of

men

useantivirus&security

software

comparedto40%

of

women.84%consumers

when

compared

totheindustryusers

ingeneral.11%

ofNord

Threat

Protectionenthusiastsconsider

themselves

to

bepartof

the

LGBTQIA+

communitycompared

to

16%

among

industryusersoverall.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=217,

NordThreatProtectionenthusiast,

n=1,158,

antivirus

&security

softwareusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Nord

Threat

Protection

enthusiasts,

42%

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.2%2%Single38%5%7%42%CoupleSingleparentNuclear42%

ofNord

Threat

Protectionenthusiastsare

from

high-incomehouseholds.Nord

Threat

Protection’s

brandisgenerally

enjoyed

more

byconsumerswho

arepartof

amulti-generationalhousehold,

33%

ofNord

ThreatProtection

enthusiastshavethiscurrentlivingsituation.1%4%21%22%30%32%32%Multi-generational33%29%36%36%ExtendedOther26%1%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=217,

NordThreatProtectionenthusiast,

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%Nord

Threat

Protection

users

alsoappreciate

these

key

attributes,indicating

Nord

Threat

Protectionexudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatNord

Threat

Protectionenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityInnovationInclusivenessFriendlinessNord

Threat

Protection

shouldwork

onpromoting

innovation

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=150,

NordThreatProtectionusers’,n=217,

NordThreatProtectionenthusiast,

n=1,158,antivirus

&

security

softwareusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Nord

Threat

Protection

fans,

48%

state

that

they

get

excited

aboutantivirus

&

security

softwareBrand

profile:

attitudesWhat

doconsumersthink

ofantivirus&securitysoftware

ingeneral?61%53%52%50%48%46%44%40%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=217,

NordThreatProtectionenthusiast,

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.1175%

of

Nord

Threat

Protection

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

antivirus&security

software,

theaverage

awareness

of

abrandinIndia

is59%.Awareness

ofNord

Threat

Protection,

however,

is

at57%.Awareness30%

ofIndianantivirus&security

software

users

saythey

likeNord

Threat

Protection,

compared

toanindustryaverage

brand

popularity

of40%.BuzzPopularity21%

ofindustryusers

inIndiasaythey

useNordThreat

Protection,

with

theaverage

usageof

abrandat30%.75%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

74%.Nord

Threat

Protection

hasbeen

noticed

less

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

28%

compared

to33%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:Antivirus

&security

software‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=730,

respondents

who

know

the

individual

brand

(popularity),

n=730,respondents

who

know

the

individual

brand

(usage),

n=150,

respondents

who

have

used

the

individual

brand

(loyalty),

n=730,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Nord

Threat

Protection

ranks

sixth

in

awareness

within

the

antivirus

&

securitysoftware

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofNord

Threat

ProtectionRank#

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%2QuickHealMcAfee342%4Norton5AvastUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.58%6Avira7Nord

Threat

Protection360TotalSecurityKasperskyTotalAV8Outofallrespondents,

57%

were

aware

of

NordThreat

Protection.

Thisranksthemsixthcompared

toother

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

Nord

Threat

Protection

is

30%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofNord

ThreatProtectionRank#

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%2McAfee30%3QuickHeal360TotalSecurityKasperskyAvast4Outofconsumers

who

knew

thebrand,

30%

saidtheyliked

Nord

Threat

Protection.

Thisranksthemoutsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.567Norton70%8K7AntivirusAvira9PopularityN/A10Intego14

Notes:“When

it

comesto

antivirus

&security

software,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=730,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Nord

Threat

Protection

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofNord

ThreatProtectionRank#

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

Defender21%2McAfee44%3QuickHeal360TotalSecurityK7AntivirusKasperskyAvast40%Outofconsumers

who

knew

thebrand,

21%

saidtheyused

Nord

Threat

Protection.

Thisranksthemoutsidethe

Top

10

compared

toother

brandssurveyed

inthismarket.439%534%634%733%8Norton27%79%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=730,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Nord

Threat

Protection

is

seventh

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofNord

ThreatProtection’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

Defender2360TotalSecurityQuickHealMcAfee83%25%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?”.7Nord

Threat

ProtectionK7AntivirusAvast75%75%873%972%Outofrespondents

whohaveused

Nord

ThreatProtection,

75%

saidthey

would

usethe

brandagain.10Norton71%LoyaltyN/A16

Notes:“When

it

comesto

antivirus

&security

software,which

ofthe

following

brands

areyoulikely

touse

againin

the

future?”;

Multi

Pick;Base:

n=150,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Nord

Threat

Protection

has

a

score

of

29%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofNord

ThreatProtectionRank#

BrandBuzz%47%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1McAfee2360TotalSecurityQuickHealMicrosoft

DefenderAvast46%29%343%Outofconsumers

who

knew

thebrand,

29%

saidtheyhadheardaboutNord

Threat

Protection

inthe

media.Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.443%540%6KasperskyK7AntivirusNorton38%736%71%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=730,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandal