CONSUMER&

BRANDBrandKPIs

for

antivirus

&

securitysoftware:

360

Total

Security

in

IndiaConsumer

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

360

TotalSecurity’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,

asofNovember202483%

of

360

Total

Security

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??360

Total

Security’s

brandingresonates

more

with?360

Total

Security

rankseighthinawareness

withinMillennialsthe

antivirus&security

software

market?360

Total

Security

generally

appealsto

men

morethan

women?Thepopularity

ratingof

360

Total

Security

is

51%?360

Total

Security

ranksfourthinusage?Among

360

Total

Security

enthusiasts,44%

fallunderthe

high-income

category?Interms

of

loyalty,360

TotalSecurity

issecond

inIndia?Consumers

want

theirantivirus&security

softwarebrandstohavehonesty

/trustworthiness,

authenticity,andhigh

value?360

Total

Security

hasascore

of

46%

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

360

Total

Security

at

83%Brand

profile:

snapshotBrand

performance

of

360

Total

SecurityinIndia83%58%51%46%39%AwarenessPopularityUsageLoyaltyBuzz5Notes:Antivirus

&security

software‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=721,

respondents

who

know

the

individual

brand

(popularity),

n=721,respondents

who

know

the

individual

brand

(usage),

n=280,

respondents

who

have

used

the

individual

brand

(loyalty),

n=721,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024360

Total

Security’s

branding

resonates

morewith

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations47%45%43%42%Withthatinmind,when

looking

atthe

shareofconsumers

who

like360

TotalSecurity

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

that360

Total

Security

islikedby

0%

of

Babyboomers

and

11%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

0%

and

12%,

respectively.ForMillennials

andGen

Z,

47%

and

42%

feel

positivelytowards

360

Total

Security,versus

43%

and

45%.

Socurrently,

for360

TotalSecurity,

Millennials

connectmost

with

theirbrandcompared

tothe

overall

industryuser.12%11%0%

0%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoantivirus

&security

software,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=366,

360

Total

Security

enthusiast,

n=1,158,

antivirus

&security

softwareusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024360

Total

Security

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

360

TotalSecurity

showsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof16%79%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

360

TotalSecurity

hasahigherproportion

ofLGBTQIA+19%40%60%44%56%56%

ofmen

like360

TotalSecuritycompared

to

44%

of

women,

whereasfortheoverall

industry,60%

of

men

useantivirus&security

software

comparedto40%

of

women.77%consumers

when

compared

totheindustryusers

ingeneral.19%

of360

Total

Security

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to16%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=366,

360

Total

Security

enthusiast,

n=1,158,

antivirus

&security

softwareusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

360

Total

Security

enthusiasts,

44%

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.3%2%Single38%8%7%44%CoupleSingleparentNuclear44%

of360

Total

Security

enthusiastsarefrom

high-income

households.360

TotalSecurity’s

brandis

generallyenjoyed

more

byconsumers

who

arepartof

amulti-generational

household,34%

of360

Total

Security

enthusiastshavethiscurrent

livingsituation.2%4%22%22%30%32%31%Multi-generational34%29%30%36%ExtendedOther25%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=366,

360

TotalSecurity

enthusiast,

n=1,158,

antivirus

&security

software

usersSources:

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%360

TotalSecurity

users

alsoappreciatethese

key

attributes,indicating360

TotalSecurity

exudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthat360

Total

Securityenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivity360

TotalSecurity

shouldwork

onpromoting

honesty

/trustworthiness

toconvert

enthusiastsinto

owners.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=280,

360

Total

Security

users’,n=366,

360

Total

Security

enthusiast,

n=1,158,

antivirus

&security

software

usersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

360

Total

Security

fans,

47%

state

that

they

get

excited

about

antivirus

&security

softwareBrand

profile:

attitudesWhat

doconsumersthink

ofantivirus&securitysoftware

ingeneral?58%53%51%47%46%46%44%40%40%37%34%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=366,

360

TotalSecurity

enthusiast,

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.1183%

of

360

Total

Security

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

antivirus&security

software,

theaverage

awareness

of

abrandinIndia

is59%.Awareness

of360

TotalSecurity,

however,

is

at57%.Awareness51%

ofIndianantivirus&security

software

users

saythey

like360

TotalSecurity,

compared

toanindustryaverage

brand

popularity

of40%.39%

ofindustryusers

inIndiasaythey

use360

TotalSecurity,

withtheaverage

usageof

abrandat30%.BuzzPopularity83%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

74%.360

TotalSecurity

hasbeen

noticed

more

inthemediacompared

to

other

brands,with

a“Buzz”score

of46%compared

to

33%.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=1,249,

all

respondents

(awareness),

n=721,

respondents

who

know

the

individual

brand

(popularity),

n=721,respondents

who

know

the

individual

brand

(usage),

n=280,

respondents

who

have

used

the

individual

brand

(loyalty),

n=721,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024360

Total

Security

ranks

eighth

in

awareness

within

the

antivirus

&

securitysoftware

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessof360

Total

SecurityRank#

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

360

TotalSecurity.

Thisranksthemeighthcompared

tootherbrandssurveyed

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

360

Total

Security

is

51%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

of360

Total

SecurityRank#

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%2McAfee3QuickHeal360TotalSecurityKasperskyAvast449%Outofconsumers

who

knew

thebrand,

51%

saidtheyliked

360

TotalSecurity.

Thisranksthem

fourthcompared

to

other

brandssurveyed

inthismarket.551%67Norton8K7AntivirusAvira9PopularityN/A10Intego14

Notes:“When

it

comesto

antivirus

&security

software,which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=721,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024360

Total

Security

ranks

fourth

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

of360

Total

SecurityRank#

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

Defender2McAfee44%3QuickHeal360TotalSecurityK7AntivirusKasperskyAvast40%39%Outofconsumers

who

knew

thebrand,

39%

saidtheyused

360

TotalSecurity.

Thisranksthemfourthcompared

to

other

brandssurveyed

inthismarket.439%534%634%61%733%8Norton27%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=721,

respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,360

Total

Security

is

second

in

IndiaBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

of360

Total

Security’sconsumersRank#

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

Defender17%2360TotalSecurityQuickHealMcAfee83%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%873%83%972%Outofrespondents

whohaveused

360

TotalSecurity,83%

saidthey

would

usethebrand

again.LoyaltyN/A10Norton71%16

Notes:“When

it

comesto

antivirus

&security

software,which

ofthe

following

brands

areyoulikely

touse

againin

the

future?”;

Multi

Pick;Base:

n=280,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024360

Total

Security

has

a

score

of

46%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzof360

Total

SecurityRank#

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%343%Outofconsumers

who

knew

thebrand,

46%

saidtheyhadheardabout360

Total

Security

inthemedia.

Thisranksthemsecond

compared

tootherbrandssurveyed

inthismarket.443%46%540%54%6KasperskyK7AntivirusNorton38%736%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=721,

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

exclusiveStati