CONSUMER&

BRANDBrandKPIs

for

VPN

services:

HMA(HideMyAss!)

in

the

United

StatesConsumer

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

HMA

(HideMyAss!)’sperformance

inthe

VPN

service

market.Fieldwork:August-September

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202447%

of

HMA

(HideMyAss!)

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??HMA(HideMyAss!)’s

brandingresonates

more

with?HMA(HideMyAss!)

ranksoutsidetheTop10

inGen

Zawareness

withintheVPN

service

market?HMA(HideMyAss!)

generally

appealsto

men

morethan

women?Thepopularity

ratingof

HMA(HideMyAss!)

is

18%?HMA(HideMyAss!)

ranksoutsidetheTop10

inusage?Among

HMA(HideMyAss!)

enthusiasts,39%

fallunderthe

high-income

category?Interms

of

loyalty,HMA

(HideMyAss!)

isoutside

theTop

10

intheUnitedStates?Consumers

want

theirVPN

service

brandstohavehonesty

/trustworthiness,

reliability,

and

highvalue?HMA(HideMyAss!)

hasascore

of

20%

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

HMA

(HideMyAss!)

at

47%Brand

profile:

snapshotBrand

performance

of

HMA(HideMyAss!)

intheUnited

States47%20%18%17%15%AwarenessPopularityUsageLoyaltyBuzz5Notes:VPN

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

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=184,

respondents

who

know

the

individual

brand

(popularity),

n=184,

respondents

whoknow

the

individual

brand(usage),

n=32,

respondents

who

have

used

the

individual

brand

(loyalty),

n=184,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024HMA

(HideMyAss!)’s

branding

resonates

more

with

Gen

ZBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations47%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeHMA

(HideMyAss!)

bygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatHMA

(HideMyAss!)

islikedby3%

of

Babyboomers

and

18%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

7%

and

24%,

respectively.39%32%31%24%18%ForMillennials

andGen

Z,

32%

and

47%

feel

positivelytowards

HMA

(HideMyAss!),

versus

39%

and

31%.

Socurrently,

forHMA

(HideMyAss!),

Gen

Zconnects

mostwith

theirbrandcompared

tothe

overall

industryuser.7%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoVPN

services,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=34,

HMA

(HideMyAss!)

enthusiast,

n=635,

VPN

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024HMA

(HideMyAss!)

generally

appeals

to

men

more

than

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

HMA

(HideMyAss!)

showsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof11%86%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

HMA

(HideMyAss!)

hasahigherproportion

ofLGBTQIA+29%35%65%42%58%65%

ofmen

likeHMA

(HideMyAss!)compared

to

35%

of

women,

whereasfortheoverall

industry,57%

of

men

useVPN

services

compared

to

42%

ofwomen.consumers

when

compared

totheindustryusers

ingeneral.68%28%

ofHMA

(HideMyAss!)

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to11%among

industryusers

overall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

VPNservices,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=34,

HMA(HideMyAss!)

enthusiast,

n=635,

VPN

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

HMA

(HideMyAss!)

enthusiasts,

39%

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.15%Single23%37%39%18%CoupleSingleparentNuclear39%

ofHMA

(HideMyAss!)

enthusiastsarefrom

high-income

households.HMA

(HideMyAss!)’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

acouplehousehold,

18%

of

HMA(HideMyAss!)

enthusiastshavethiscurrent

living

situation.13%15%11%21%26%22%30%33%Multi-generational6%5%39%12%ExtendedOther18%9%8%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

VPNservices,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=34,

HMA

(HideMyAss!)

enthusiast,

n=635,

VPN

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

VPN

service

brands

to

have

honesty

/

trustworthiness,reliability,

and

high

valueBrand

profile:

qualitiesQualitiesuserswant

from

VPN

servicebrandsForVPN

services,

the

top

three

qualitiesusers

wantfrom

abrandarehonesty

/trustworthiness,

reliability,

and

highvalue.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%HMA

(HideMyAss!)

users

also

appreciatethese

key

attributes,indicatingHMA(HideMyAss!)

exudes

thesequalities.SocialresponsibilityCoolnessThequalitiesthatHMA(HideMyAss!)enthusiastsare

least

focused

on

arethrill/excitement

andsocialresponsibility.ReliabilityExclusivityInnovationInclusivenessFriendlinessHMA

(HideMyAss!)

shouldwork

onpromoting

coolness

toconvertenthusiastsintoowners.HighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

VPNservices,which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

VPNservices,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

“When

it

comes

toVPN

services,

whichofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=32,

HMA

(HideMyAss!)

users’,n=34,

HMA

(HideMyAss!)

enthusiast,

n=635,

VPN

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

HMA

(HideMyAss!)

fans,

38%

state

that

they

get

excited

about

VPNservicesBrand

profile:

attitudesWhat

doconsumersthink

ofVPN

servicesin

general?50%38%35%35%32%29%29%26%24%21%20%18%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trustVPN

servicestopicsrelating

toVPN

servicesBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

VPN

servicesdo

youagree

with?”;

Multi

Pick;

“When

it

comes

toVPN

services,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=34,

HMA

(HideMyAss!)

enthusiast,

n=635,

VPNserviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1147%

of

HMA

(HideMyAss!)

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

VPN

services,

the

average

awarenessof

abrand

intheUnitedStatesis24%.

Awareness

ofHMA

(HideMyAss!),

however,

is

at15%.Awareness18%

ofU.S.

VPN

service

users

saytheylikeHMA(HideMyAss!),

compared

to

anindustryaverage

brandpopularity

of25%.17%

ofindustryusers

intheUnitedStatessaythey

useHMA

(HideMyAss!),

with

the

average

usageof

abrandat19%.BuzzPopularity47%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

65%.HMA

(HideMyAss!)

hasbeen

noticed

similarly

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

20%

compared

to21%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobebelow

average

compared

to

theindustry.12

Notes:VPN

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

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=184,

respondents

who

know

the

individual

brand

(popularity),

n=184,

respondents

whoknow

the

individual

brand(usage),

n=32,

respondents

who

have

used

the

individual

brand

(loyalty),

n=184,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024HMA

(HideMyAss!)

ranks

outside

the

Top

10

in

awareness

within

the

VPN

servicemarketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofHMA

(HideMyAss!)Rank#

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.1NordVPN54%30%29%29%27%26%26%26%25%23%15%2AvastSecureLine

VPNHotspotShieldExpressVPN345MozillaVPNUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Private

Internet

AccessSurfshark78CyberGhost

VPNProtonVPNOutofallrespondents,

15%

were

aware

of

HMA(HideMyAss!).

ThisranksthemoutsidetheTop10compared

to

other

brandssurveyed

inthismarket.85%9AwarenessN/A10Bitdefender

VPN13

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

HMA

(HideMyAss!)

is

18%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofHMA

(HideMyAss!)Rank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1NordVPN52%36%36%35%29%28%27%27%25%24%18%2ExpressVPNCyberGhost

VPNHotspotShieldIPVanish34Outofconsumers

who

knew

thebrand,

18%

saidtheyliked

HMA

(HideMyAss!).

Thisranksthemoutside

theTop

10

compared

tootherbrandssurveyed

inthismarket.56MozillaVPNAvastSecureLine

VPNSurfshark7882%9hide.mePopularityN/A10Bitdefender

VPN14

Notes:“When

it

comesto

VPNservices,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=184,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024HMA

(HideMyAss!)

ranks

outside

the

Top

10

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofHMA

(HideMyAss!)Rank#

BrandUsage

%35%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

VPNservices,

which

ofthefollowing

brandshaveyou

usedinthe

past12

months?”.1NordVPN17%2HotspotShieldCyberGhost

VPNExpressVPN28%327%Outofconsumers

who

knew

thebrand,

17%

saidtheyused

HMA(HideMyAss!).

This

ranksthemoutside

theTop

10

compared

tootherbrandssurveyed

inthismarket.425%5AviraPhantom

VPNIPVanish23%622%7AvastSecureLine

VPNBitdefender

VPNMozillaVPN21%820%83%919%UsageN/A10Surfshark18%15

Notes:“When

it

comesto

VPNservices,which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=184,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

HMA

(HideMyAss!)

is

outside

the

Top

10

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofHMA(HideMyAss!)’sconsumersRank#

BrandLoyalty

%90%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.1NordVPN2Windscribe81%3MozillaVPNSurfshark73%472%47%5ExpressVPNPrivateVPN72%53%672%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

VPN

services,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.7AvastSecureLine

VPNCyberGhost

VPNHotspotShieldProtonVPN71%871%969%Outofrespondents

whohaveused

HMA

(HideMyAss!),47%

saidthey

would

usethebrand

again.LoyaltyN/A1065%16

Notes:“When

it

comesto

VPNservices,which

ofthe

following

brands

are

youlikely

to

use

again

in

the

future?”;Multi

Pick;Base:

n=32,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024HMA

(HideMyAss!)

has

a

score

of

20%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofHMA(HideMyAss!)Rank#

BrandBuzz%40%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1NordVPN20%2ExpressVPN36%3CyberGhost

VPNHotspotShieldBitdefender

VPNAvastSecureLine

VPNatlasVPN29%Outofconsumers

who

knew

thebrand,

20%

saidtheyhadheardaboutHMA

(HideMyAss!)

inthe

media.

Thisranksthemoutsidethe

Top

10

compared

tootherbrandssurveyed

inthismarket.427%525%624%724%8Surfshark22%80%9AviraPhantom

VPNMozillaVPN21%BuzzN/A1020%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=184,

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-d