CONSUMER&

BRANDBrandKPIs

for

VPN

services:

NortenSecure

VPN

in

MexicoConsumer

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

Norten

Secure

VPN’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,

asofNovember202482%

of

Norten

Secure

VPN

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??Norten

Secure

VPN’s

branding

resonates

more

with?Norten

Secure

VPN

ranksfirstinawareness

withintheGen

XVPN

service

market?Norten

Secure

VPN

generally

appealstomen

morethan

women?Thepopularity

ratingof

Norten

Secure

VPN

is54%?Norten

Secure

VPN

ranksfirstinusage?Among

Norten

Secure

VPN

enthusiasts,37%

fallunderthe

high-income

category?Interms

of

loyalty,Norten

Secure

VPNis

firstinMexico?Consumers

want

theirVPN

service

brandstohavehonesty

/trustworthiness,

reliability,

and

cleverness?Norten

Secure

VPN

hasascore

of37%

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

Norten

Secure

VPN

at

82%Brand

profile:

snapshotBrand

performance

of

Norten

SecureVPN

inMexico82%66%54%39%37%AwarenessPopularityUsageLoyaltyBuzz5Notes:VPN

services‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,246,

all

respondents

(awareness),

n=820,

respondents

who

know

the

individual

brand

(popularity),

n=820,

respondents

whoknow

the

individual

brand(usage),

n=318,

respondents

who

have

used

the

individual

brand

(loyalty),

n=820,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Norten

Secure

VPN’s

branding

resonates

morewith

Gen

XBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations42%39%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeNorten

Secure

VPNbygenerationversus

the

share

ofindustryusers

ingeneral,

we

cansee

thatNorten

Secure

VPN

islikedby4%

of

Babyboomers

and

31%

of

Gen

Xers,whereas

the

total

shareof

industryusers

is

3%

and

23%,

respectively.36%31%23%22%ForMillennials

andGen

Z,

42%

and

22%

feel

positivelytowards

Norten

Secure

VPN,versus

39%

and36%.

Socurrently,

forNorten

Secure

VPN,Gen

Xconnects

mostwith

theirbrandcompared

tothe

overall

industryuser.4%3%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoVPN

services,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=439,

NortenSecureVPN

enthusiast,

n=838,

VPN

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Norten

Secure

VPN

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

Norten

Secure

VPN

showsthatwomen

are

less

likely

tohaveanaffinity

with

thebrand

compared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof7%8%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

Norten

Secure

VPN

hasasimilar

proportion

of

LGBTQIA+46%54%47%53%54%

ofmen

likeNorten

Secure

VPNcompared

to

46%

of

women,

whereasfortheoverall

industry,53%

of

men

useVPN

services

compared

to

47%

ofwomen.92%91%consumers

when

compared

totheindustryusers

ingeneral.7%

of

Norten

Secure

VPN

enthusiastsconsider

themselves

tobe

partof

theLGBTQIA+

community

compared

to8%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=439,

NortenSecureVPN

enthusiast,

n=838,

VPN

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Norten

Secure

VPN

enthusiasts,

37%

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.5%6%Single37%36%14%13%CoupleSingleparentNuclear37%

ofNorten

Secure

VPN

enthusiastsarefrom

high-income

households.Norten

Secure

VPN’s

brandisgenerallyenjoyed

more

byconsumers

who

arepartof

amulti-generational

household,10%

ofNorten

Secure

VPN

enthusiastshavethiscurrent

livingsituation.7%6%30%34%39%38%35%Multi-generational10%9%21%25%ExtendedOther28%3%3%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=439,

NortenSecureVPN

enthusiast,

n=838,

VPNserviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

VPN

service

brands

to

have

honesty

/

trustworthiness,reliability,

and

clevernessBrand

profile:

qualitiesQualitiesuserswant

from

VPN

servicebrandsForVPN

services,

the

top

three

qualitiesusers

wantfrom

abrandarehonesty

/trustworthiness,

reliability,

andcleverness.Authenticity60%Thrill/ExcitementSustainabilityBoldnessCleverness40%20%0%Norten

Secure

VPN

users

alsoappreciatethese

key

attributes,indicatingNortenSecure

VPN

exudes

these

qualities.SocialresponsibilityCoolnessThequalitiesthatNorten

Secure

VPNenthusiastsare

least

focused

on

arethrill/excitement

andinclusiveness.ReliabilityExclusivityNorten

Secure

VPN

should

work

onpromoting

reliability

to

convertenthusiastsintoowners.InnovationInclusivenessFriendlinessHighvalueHonesty/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=318,

NortenSecureVPN

users’,n=439,

NortenSecureVPNenthusiast,

n=838,

VPN

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Norten

Secure

VPN

fans,

17%

state

that

they

get

excited

about

VPNservicesBrand

profile:

attitudesWhat

doconsumersthink

ofVPN

servicesin

general?41%40%27%23%21%21%20%19%18%17%11%10%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=439,

NortenSecureVPNenthusiast,

n=838,

VPNserviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1182%

of

Norten

Secure

VPN

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

VPN

services,

the

average

awarenessof

abrand

inMexico

is

30%.

Awareness

ofNortenSecure

VPN,however,

isat66%.Awareness54%

ofMexican

VPN

service

users

say

theylikeNortenSecure

VPN,compared

toanindustryaverage

brandpopularity

of32%.39%

ofindustryusers

inMexico

saythey

useNortenSecure

VPN,with

theaverage

usageof

abrand

at23%.BuzzPopularity82%

ofbrandusers

saytheywould

usethe

brandagain,compared

toanaverage

loyalty

score

of

69%.Norten

Secure

VPN

hasbeen

noticed

more

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

37%

compared

to28%.Sooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.LoyaltyBrandUsageIndustryaverage12

Notes:VPN

services‘awareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,246,

all

respondents

(awareness),

n=820,

respondents

who

know

the

individual

brand

(popularity),

n=820,

respondents

whoknow

the

individual

brand(usage),

n=318,

respondents

who

have

used

the

individual

brand

(loyalty),

n=820,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Norten

Secure

VPN

ranksfirst

in

awareness

within

the

VPN

service

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofNorten

SecureVPNRank#

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.1Norten

Secure

VPN66%45%36%33%33%32%31%28%27%23%2NordVPN34%3CyberGhost

VPNBitdefender

VPNProtonVPNExpressVPNIvacy

VPN45Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.666%78atlasVPNOutofallrespondents,

66%

were

aware

of

NortenSecure

VPN.

This

ranksthemfirstcompared

tootherbrandssurveyed

inthismarket.9SurfsharkAwarenessN/A10IVPN13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,246,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Norten

Secure

VPN

is

54%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofNorten

Secure

VPNRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1Norten

Secure

VPN54%46%41%41%37%34%34%33%32%32%2NordVPN3ExpressVPNCyberGhost

VPNatlasVPN446%Outofconsumers

who

knew

thebrand,

54%

saidtheyliked

Norten

Secure

VPN.

Thisranksthemfirstcompared

to

other

brandssurveyed

inthismarket.554%6TunnelBearBitdefender

VPNIVPN789SurfsharkPopularityN/A10ProtonVPN14

Notes:“When

it

comesto

VPNservices,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=820,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Norten

Secure

VPN

ranksfirst

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofNorten

Secure

VPNRank#

BrandUsage

%39%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

VPNservices,

which

ofthefollowing

brandshaveyou

usedinthe

past12

months?”.1Norten

Secure

VPN2ExpressVPNNordVPN34%330%39%Outofconsumers

who

knew

thebrand,

39%

saidtheyused

Norten

Secure

VPN.

Thisranksthemfirstcompared

to

other

brandssurveyed

inthismarket.4CyberGhost

VPNIVPN30%528%6atlasVPN27%61%7TunnelBearBitdefender

VPNProtonVPNSurfshark26%823%922%UsageN/A1020%15

Notes:“When

it

comesto

VPNservices,which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=820,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Norten

Secure

VPN

is

first

in

MexicoBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofNorten

Secure

VPN’sconsumersRank#

BrandLoyalty

%82%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.1Norten

Secure

VPN18%2NordVPN81%3Bitdefender

VPNCyberGhost

VPNProtonVPNIPVanish81%477%574%672%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

VPN

services,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.7ExpressVPNTunnelBearatlasVPN71%870%82%969%Outofrespondents

whohaveused

Norten

SecureVPN,82%

saidthey

would

usethebrand

again.LoyaltyN/A10IVPN68%16

Notes:“When

it

comesto

VPNservices,which

ofthe

following

brands

are

youlikely

to

use

again

in

the

future?”;Multi

Pick;Base:

n=318,

respondents

who

have

used

the

individual

brand(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Norten

Secure

VPN

has

a

score

of

37%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofNorten

Secure

VPNRank#

BrandBuzz%42%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1CyberGhost

VPN2ExpressVPNNordVPN40%339%37%Outofconsumers

who

knew

thebrand,

37%

saidtheyhadheardaboutNorten

Secure

VPN

inthe

media.

Thisranksthemfourthcompared

toother

brandssurveyed

inthismarket.4Norten

Secure

VPNatlasVPN37%533%6Bitdefender

VPNIPVanish31%63%731%8Surfshark30%9IVPN28%BuzzN/A10TunnelBear25%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=820,

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-drivendecisions

a