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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
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