Consumer Antivirus Protection Market Research

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Consumer Antivirus Protection Market Research

KEY TAKEAWAYS

  • The size of the United States consumer antivirus market is estimated at $1.8 billion annually.
  • The growth rate of the market is not agreed upon — some analysts expect the market to contract, others foresee significant growth.
  • A majority of consumers in the United States who currently utilize some form of paid antivirus software, purchased said software prior to 2018. Only 13% indicate they purchased antivirus software during 2020.

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In order to provide a holistic view of the consumer antivirus market in the United States, the following research looks into the market size, potential growth within the market, growth drivers, market insights. Additionally, this project looks to evaluate the market share, product overview, pricing, and functionality, value proposition, target market, basic advertising insights, and product availability for the consumer antivirus products, solutions, and services offered by the requested ten companies.

MARKET SIZING

  • According to data from Security.org, the size of the consumer antivirus protection market in the United States is estimated to be $1.8 billion annually.
    • This data was triangulated by Security.org. “Recent census data estimates that there are 122.8 million households in the U.S., and 85% of all U.S. households have internet access. 82% of consumers reported using antivirus software, of which just over half (52%) pay for antivirus. This amounts to an estimated 45 million households, with an average annual cost of $40, for a personal antivirus market in the U.S. of $1.8 billion.”
Review of numerous other, mostly paywalled, market research reports from publishers like Market Watch, Market Reports World, T4, Brand Essence, and IBIS World did not reveal any data which would further support any type of triangulation of the consumer portion of the antivirus software market size. Security.org is an industry-trusted resource and their estimation of the market size is likely the most accurate, as it is based upon numerous inputs including census and survey data as well as revenue figures.

GROWTH

Growth Rate

  • Estimates from MarketWatch indicate that the global antivirus market is expected to contract by 1.1% between 2021 and 2027.
    • Of note, this data evaluates the entire global market — not only the consumer-consumption segment.
  • This is drastically contrasted by Market Research Future’s prediction that the global market will expand by a CAGR of 10.8% between 2020 and 2026.
    • Of note, this data evaluates the entire global market — not only the consumer-consumption segment.
  • Data located within publicly released portions of a paywalled report from Market Reports World, however, seems to indicate that the consumer segment is expected to grow at the same rate indicated by one of the previously stated global estimates. They predict the consumer market to grow at a CAGR 10.1% between 2021 and 2027.
As there are conflicting estimates from several sources, data from other sources like IBIS World, Brand Essence, and T4 was sought to either confirm or refute the above data. Each of these sources contained either completely paywalled data or no data at all. As a result, the growth rate of the consumer portion of the market is assumed to be between -1.1% and 10.8% globally. No data for the consumer market specifically in the United States was located within any source.

Growth Drivers

  • One of the drivers of growth in this market is the simple rise in cyber attacks and compromisation of personal data. “Among the several high-profile data breaches in recent years, the largest was CAM4, in which nearly 11 billion user accounts were compromised.”
As there is not a consensus from all sources that the market is in fact growing, T4 points out that contraction in the market could be attributed to the “fact that viruses are now increasingly considered as legacy threats. They have existed for a long time and haven't changed much, however, new types of cyber threats are constantly appearing.” Though T4 also asserts that the “antivirus software market share will likely be concentrated by consumers for a longer period.”

MARKET INSIGHTS

  • According to the Personal Antivirus Consumer Usage, Adoption & Shopping Study published on February 3, 2021, “41% of antivirus software-users, or 45 million households in the U.S., use it for personal use only, while another 32% use it for both business and personal use.”
  • Findings from Security.org’s survey on consumer attitudes surrounding antivirus software found the following:
    • “Awareness at an all-time high of 91%, while usage is also peaking at 82% of all U.S. households with internet, representing an estimated 86 million homes
    • Nine percent of American heads of households are open to purchasing antivirus software in the next six months ‘if a need arose’, representing a significant near-term opportunity for solution providers
    • American households who have purchased antivirus software for personal use is 41% or 45 million households
    • McAfee (91%) and Norton (90%) are the most recognized brands: no other brand received awareness above 35%.”
  • When reviewing the market demographics, the following infographic illustrates trends relating to the age of consumers who purchase antivirus software:
  • Though, based upon survey responses, it is “it is not clear why antivirus software usage increases with age, as adults over 60 are less likely to get viruses than adults between 30 and 60.”
  • The majority of consumers (70%) in the United States who currently utilize some form of paid antivirus software purchased said software prior to 2018. Only 13% indicate they purchased antivirus software during 2020.
  • Comparatively, of consumers who do not use antivirus software at all, 30% state it because they feel the product is too expensive and 47% state they don’t need it for personal use.
  • When non-users were asked if a purchase of antivirus software was going to be considered within the next six months, the following responses were recorded:

Though the above market insights have all been culled from one source, the Personal Antivirus Consumer Usage, Adoption & Shopping Study is the most recent published study on behaviors, attitudes, and partial demographics within the industry. Numerous other avenues were pursued when looking to identify specific market insights, unfortunately the majority of data found were in the form of best or top lists from sites like TechRadar and PCMag which illuminated little about consumer attitudes. Other data points found on review sites are not considered viable source options for general market insights and other advice-related content found was published by antivirus software companies and therefore not unbiased.

COMPETITIVE LANDSCAPE ANALYSIS

AVAST

Market Share

  • According to the 2019 OPSWAT report, Avast held 6.98% of the Windows-based antivirus software market. In 2020, the OPSWAT report indicates their market share grew substantially to 12.69%.

Product Overview, Pricing, and Functionality

  • Avast offers three levels of product offering and pricing for their antivirus/antimalware software bundles.
    • The FREE version offers basic protections against viruses, malware, and ransomware.
    • The PREMIUM security product offers the same as the free option with the added features of Wi-Fi network security verification, assistance to avoid fake and/or unsafe websites, security against phishing, and protection from remote PC access attacks. Pricing is $44.99 for the first year and $89.99 per year thereafter.
    • The ULTIMATE version includes all the above from the previous two products as well as a secure line VPN, features to clean and tune the PC, and to hide your online identity. Pricing is $59.99 for the first year and $119.99 per year thereafter.
  • Products are available for PC, Mac, Android, and iPhone/iPad.
  • Avast offers a 30-day money back guarantee on the above packaged products.
  • Stand-alone products include:

Value Proposition

  • Avast describes themselves as “the global leader in the consumer cybersecurity market. Our proven strategy, including our freemium business model and diversified product portfolio with exposure to highly profitable segments, provides multiple avenues for long-term growth.”
  • When discussing their business model, the company states, “through our freemium distribution model, we have amassed the industry’s largest consumer user base, with over 435 million active monthly users of our products worldwide. This user base is monetized both directly and indirectly, and there is significant room for growth in both areas. Direct monetization includes the conversion of free users into paying customers and increasing the average revenue per customer by cross-selling additional security, privacy, and device utility products to existing users. This is achieved through our sophisticated machine-learning monetization engine.”
  • Further, Avast illustrates their business model as shown in this infographic from their fast fact sheet:

Target Market

  • Broadly, anyone with a PC, Mac, or mobile device is a target consumer.
  • More specifically, Avast states, “online consumer security is a large and growing market segment and at the core of what we do. We have continued to add products and services in adjacent and complementary markets.”
  • In terms of Avast’s strategy on consumer growth, the following is stated:
    • Consumer growth will be driven by the continuation of gaining market share through the strength of our monetization engine and depth of our user base, supported by our number one brand position.”
    • “IoT / Smart Home growth will be driven by the market trend towards more connected devices in the home, supported by our ability to directly distribute to our vast consumer user base.”
    • Mobile growth will be driven by the expansion globally of our carrier program supported by our technical ability to customize product offerings with each carrier.”
  • From the company’s fast fact sheet, the following highlights illustrate how their consumer base is segmented:

Advertising, Marketing, and Social Media

  • According to company data, "Avast partnered with a network operator to launch a comprehensive suite of security solutions: Avast Smart Life, Avast Family Protection, and Avast Mobile Security. This partnership resulted in a significant boost in paid subscriber growth over the course of three months:
    • Avast Smart Life: Up 22.5%
    • Avast Family Protection: Up 50.3%
    • Avast Mobile Security: Up 77.6%
  • In another example, Avast “partnered with a network operator to launch Avast Family Protection, which saw a 6x increase in total actuated users.”
  • Avast has a social media presence on the following platforms:

Product Availability

  • Avast products are available for purchase direct from their website as well as in retail outlets like Best Buy and Amazon.

MCAFEE

Market Share

  • According to the 2019 OPSWAT report, McAfee held 12.21% of the Windows-based antivirus software market. In 2020, the OPSWAT report indicates their market share fell substantially to 7.57%

Product Overview, Pricing, and Functionality

  • Total Protection — antivirus, identity protection and Secure VPN, plus get 1 year of Gamer Security free. $44.99 for the first year, $119.99 per year thereafter
  • Gamer Security — “McAfee Gamer Security utilizes our new MicroAV Engine to deliver antivirus functionality. The MicroAV engine offloads threat detection to the cloud when you’re online, while maintaining necessary virus definitions locally to keep you protected when you’re offline.” $59.99 for the first year and only available on Windows machines.
  • Identity Theft Protection — “Dark Web and credit monitoring, 24/7/365 dedicated agent support and $1 million in identity theft insurance (not available in New York State)”. $9.99 for the first month, $23.99 per month thereafter.
  • Safe Connect — features a bank-grade level encrypted VPN. $19.99 for the first year and $47.99 per year thereafter. (includes 5 licenses)
  • Safe Family — parental control software. $7.99 per month or $49.99 annually.
  • Security Scan Plus — free security assessment
  • WebAdvisor — free download to protect against malware and phishing attempts
  • Mobile Security — safe web browsing, security scan and Wi-Fi privacy protection (VPN) for Android devices. Protecting one device is $39.99 for the first year and $79.99 per year after.
  • Techmaster Concierge — “expert help for viruses and malware, software installation and configuration, operating system issues and more is just a phone call or chat away! We'll help you with everything from reducing digital clutter to resolving complex operating system issues so you can get back to loving your computer.”

Value Proposition

  • McAfee describes themselves as a “device-to-cloud cybersecurity company. Inspired by the power of working together, McAfee creates consumer and business solutions that make the world a safer place.”
  • Highlights from the company’s first quarter financial reporting presentation include:

Target Market

Advertising, Marketing, and Social Media

  • McAfee has a social media presence on the following platforms:
  • MediaRadar estimates the company spends less than $100 million on digital and print advertising.
  • Below is an example of a recent display ad:

Product Availability

NORTON / SYMANTEC

Market Share

  • According to the 2019 OPSWAT report, Symantec led the pack with 13.56% of the Windows-based antivirus software market. In 2020, the OPSWAT report indicates their market share fell slightly to 13.16% while still remaining the market share leader.

Product Overview, Pricing, and Functionality

  • Norton 360 for Gamers provides multiple layers of protection for your devices, game accounts, and digital assets.” $44.99 for the first year, $99.99 per year thereafter.
  • Norton Secure VPN — standalone VPN product for $4.99 per month or $39.99 annually for the first year, and $79.99 per year thereafter.
  • Additional products include:

Value Proposition

  • According to their website, “at NortonLifeLock, we believe the digital world is only truly empowering when people are confident in their online security. We’re dedicated to helping keep people everywhere Cyber Safe. It’s what’s driven us to continuously improve our technology for over four decades.”
  • Of note, numerous consumer insights on the entire online security market are contained within Norton’s Cyber Safety Insights Report which is prepared annually in conjunction with the Harris Poll. These findings were not included within the industry market insights section above as they may not be unbiased since the survey was partially funded by Norton. The 2021 report is being provided here, however, as it is likely to provide additional insights helpful to the overall project.

Target Market

  • Broadly, anyone with a PC, Mac, or mobile device is a target consumer.

Advertising, Marketing, and Social Media

  • Norton maintains a social media presence on the following platforms:
  • According to BrandEquity (a division of the Economic Times), Norton launched a communications campaign in support of Norton 360 during the fourth quarter of 2020. The campaign included TV, OTT, radio, and digital aspects.
  • An example of recent OTT and video advertising can be seen in the below linked clip:
  • MediaRadar estimates the company’s overall ad spend at less that $100 million per year across all platforms which include print, digital, television, radio, and OTT.

Product Availability

SOPHOS HOME

Market Share

  • According to the 2019 OPSWAT report, Sophos Home held 3.62% of the Windows-based antivirus software market. In 2020, the OPSWAT report does not mention the company individually. The assumption is that Sophos Home’s market share is calculated within the ‘other’ category with a 17.03% combined reach amongst the unnamed companies.

Product Overview, Pricing, and Functionality

Value Proposition

  • According to the company’s website, “Sophos is a worldwide leader in next-generation cybersecurity, protecting more than 500,000 organizations and millions of consumers in more than 150 countries from today’s most advanced cyberthreats. Powered by threat intelligence, AI and machine learning from SophosLabs and SophosAI, Sophos delivers a broad portfolio of advanced products and services to secure users, networks and endpoints against ransomware, malware, exploits, phishing and the wide range of other cyberattacks.”

Target Market

Advertising, Marketing, and Social Media

  • Though not linked on the company’s website, Sophos maintains a presence on the following social media platforms:
Additional marketing insights are not being provided for this brand based upon information provided in the initial project brief so as to not contradict any data which has already been collected.

Product Availability

  • The Sophos Home product is available for direct purchase from the company’s website. No retail listings were located.

MALWAREBYTES

Market Share

  • According to the 2019 OPSWAT report, Malwarebytes held 5.8% of the Windows-based antivirus software market. In 2020, the OPSWAT report indicates their market share grew to 8.72%.

Product Overview, Pricing, and Functionality

  • Malwarebytes Premium (there is a free trial version available) offers software to protect against antivirus, anti-malware, anti-spyware, from phishing attempts (on Windows only), as well as protection from ransomware. Additional features include browser extensions and VPN capabilities. Installation and use on one device is $59.99 annually; for three devices the cost is $79.99 annually.
  • This product bundle is available for Windows, Mac, Chromebooks, Android, and iOS.
  • Stand-alone products called AdwCleaner and Browser Guard are free to download and use.
  • A stand-alone VPN can be purchased as follows:

Value Proposition

  • Analysis from Cleverism indicates that the company “offers five primary value propositions: accessibility, pricing, performance, risk reduction, and brand/status.”
  • Malwarebytes describes themselves as a “next-gen cybersecurity company that millions worldwide trust. Malwarebytes proactively protects people and businesses against dangerous threats such as malware, ransomware, and exploits that escape detection by traditional antivirus solutions. The company’s flagship product combines advanced heuristic threat detection with signature-less technologies to detect and stop a cyberattack before damage occurs.”

Target Market

  • Broadly, anyone with a PC, Mac, or mobile device is a target consumer.
  • Of note, several insights regarding the company’s consumers are contained within the 2020 State of Malware Report. Findings from this report were not included within the industry market insights section above as they may not be unbiased, however the full report is being provided as reference due to its ability to provide additional data points which may be germane to the overall project. This 57-page report, which was published in February 2020, provides extensive data surrounding the types of threats and needs for each type of end-user (Windows, Mac, Android, and iOS).
  • Based upon the below infographics, Malwarebytes looks to serve consumers who are concerned about the following threat categories:

Advertising, Marketing, and Social Media

Product Availability

  • Malwarebytes products are available for direct purchase from the company’s website as well as through retail outlets like Best Buy, NewEgg, and Walmart.

MICROSOFT DEFENDER

Market Share

Product Overview, Pricing, and Functionality

  • Obviously, this product is only available for Windows devices and is delivered preloaded within all devices running Windows 10. “Windows 10 provides comprehensive, built-in protection—at no extra cost.”
  • Though there are potential workaround methods to run Microsoft Defender on other operating systems, the company provides clear caution in doing so.

Value Proposition

  • According to Forrester (in a commissioned report), “Microsoft Defender Advanced Threat Protection (ATP) is an endpoint security solution that helps organizations prevent, detect, and remediate advanced threats utilizing cloud-powered analytics.” Though this is more of a B2B statement, the consumer product provides the same value, at no additional cost to the customer running Windows 10.

Target Market

Advertising, Marketing, and Social Media

  • Microsoft Windows (not the Defender product specifically) has a presence on the following social media platforms:
  • No other product-specific advertisements were located. This is more than likely because the product is a preloaded option within the Windows operating system.

Product Availability

KASPERSKY

Market Share

  • According to the 2019 OPSWAT report, Kaspersky held 7.66% of the Windows-based antivirus software market. In 2020, the OPSWAT report does not mention the company individually. The assumption is that Kaspersky's market share is calculated within the ‘other’ category with a 17.03% combined reach amongst the unnamed companies.

Product Overview, Pricing, and Functionality

  • The company’s core consumer products include:

Value Proposition

  • As stated on the Kaspersky product page, “with our advanced technology, you can enjoy a safe and private Internet experience without compromising the performance of your computer and mobile devices.”
  • Further, “the company’s comprehensive security portfolio includes leading endpoint protection and a number of specialized security solutions and services to fight sophisticated and evolving digital threats. Over 400 million users are protected by Kaspersky technologies.”

Target Market

  • Broadly, anyone with a PC, Mac, or mobile device is a target consumer.
  • Though not included within the industry-wide market insights findings as they may not be unbiased, a survey-based report commissioned by Kaspersky has been included here for reference. The State of Cyber-Stress report may provide additional consumer desires and habits which could be beneficial to the project as a whole.
  • This report provides the following statement with regard to consumers which helps to illustrate the target market: “As people increasingly think and talk about cybersecurity, consumers are becoming progressively worried that they will become the next victim of a data breach. When internet users were asked about the stresses that they feel relating to cybersecurity, a vast majority of respondents — 81% of Americans and 72% of Canadians — said that news of data breaches causes them personal stress.”

Advertising, Marketing, and Social Media

Product Availability

  • Kaspersky’s products are available for direct purchase from the company’s website as well as through retail establishments like Amazon.

BITDEFENDER

Market Share

  • According to the 2019 OPSWAT report, Bitdefender held 10.77% of the Windows-based antivirus software market. In 2020, the OPSWAT report indicates their market share fell substantially to 4.27%.

Product Overview, Pricing, and Functionality

  • Bitdefender’s three primary antivirus products are Bitdefender Total Security, Bitdefender Internet Security, and Bitdefender Antivirus Plus.
  • Only Bitdefender Total Security is available across operating systems; Internet Security and Antivirus Plus are available for Windows devices.
  • Mac users have additional options to choose from ranging in price from $34.99 to $64.99 for the first year.

Value Proposition

  • According to the company’s website, they “are led by a vision to be the most trusted cybersecurity technology provider in the world, which means we constantly anticipate, innovate and go the extra mile. Bitdefender delivers robust security you can rely on.”
  • Bitdefender holds “440 patents for core technologies — 10% of which pertain to machine-learning algorithms for detecting malware and other online threats, deep learning and anomaly-based detection techniques playing a vital role in proactively fighting new and unknown threats.”

Target Market

  • Broadly, anyone with a PC, Mac, or mobile device is a target consumer.
  • “With a global security delivery infrastructure protecting half a billion users, visionary solutions, and a wealth of awards, we have been a trusted security provider since 2001.”
  • Bitdefender powers a real-time threat map which tracks cyber incidents across the globe.
  • In an interview with PCR, Bitdefender CEO Florin Talpes stated, “we consider the retail sector as being a vital part of our integrated customer-centric business model. Comprehensive information security within the retail space is essential, especially with so many touch-points available both online and off for today’s customers. Ten years ago customer purchasing behavior evolved, from traditional offline channels towards online, due to increased flexibility and cost savings. Now, we’re seeing a transformation of offline channels with the aim of providing more added value to the customer, such as having products bundled with certain installation and optimization services. As such, we’ve seen a dramatic change from a linear purchase flow to a cycle, or even a web. Consumers move back and forth between the stages, influenced by both offline and online triggers across a variety of locations.”

Advertising, Marketing, and Social Media

Product Availability

ESET

Market Share

  • In 2019, OPSWAT credits ESET with a 12.84% share of the Windows-based antivirus market. The 2020 reports indicates a decline in overall reach with 11.45% of the market.

Product Overview, Pricing, and Functionality

Value Proposition

  • Richard Marko, the CEO of ESET, states, “for three decades we've been helping people to protect their digital worlds. From a small, dynamic company we've grown into a global brand with over 110 million users in 202 countries and territories. Many things have changed, but our core aspirations, philosophy and values remain the same — to help build a more secure digital world where everyone can truly Enjoy Safer Technology.”

Target Market

Advertising, Marketing, and Social Media

  • ESET maintains a presence of the following social media platforms:
  • No other marketing campaign data was located for ESET.

Product Availability

TREND MICRO

Market Share

  • Trend Micro is not listed individually within the 2019 report from OPSWAT. The assumption is that Trend Micro’s market share is calculated within the ‘other’ category with a 14.73% combined reach amongst the unnamed companies. However, the 2020 report does highlight the company individually with a 4.13% share of the Windows-based antivirus.

Product Overview, Pricing, and Functionality

Value Proposition

  • Trend Micro states their values as “focused on innovation, integrity, and making the world a better place, we have grown to become the strong, global company we are today — with more than $1.7 billion in revenue and over 7,000 employees focused solely on cybersecurity. As we have grown, we have remained nimble — leading the market with innovative approaches to securing an ever-evolving IT and threat landscape.”

Target Market

  • Broadly, anyone with a PC, Mac, or mobile device is a target consumer.
  • Trend Micro looks to build their customer base by providing “connected threat defense, recognized by analysts, customers, and industry experts, who agree the depth of our experience remains unmatched.”

Advertising, Marketing, and Social Media

  • Trend Micro maintains a presence of the following social media platforms:
  • No other marketing campaign data was located for Trend Micro.

Product Availability

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Research Strategy

For this research as a whole, the most reputable sources of information that were available in the public domain have been leveraged, including surveys on behaviors, industry market research, and specific brand websites. Additional clarifications to strategies enlisted have been included within the research and below. Further, while every attempt was to limit the scope of the project to the United States but global data was included in some instances as noted.

Market Share Determination

It is important to clarify that market share data is not provided on a solely US-basis, nor on only consumer reach. The data provided from OPSWAT, a global leader in critical infrastructure cybersecurity, was leveraged within this report to provide a consistent comparison from a trusted source. Further, the OPSWAT market share report only details Windows-based products. Triangulation of individual market shares based upon company revenues and total market value was not possible given that the companies do not uniformly report their earnings for the consumer and commercial segments separately and do not always delineate by country. Therefore, global combined market share information has been provided as collected from the OPSWAT reports.

Advertising, Marketing, and Social Media

The scope of the project allowed for an abbreviated time frame to provide the requested competitive landscape details on each of the ten companies. As such, analysis of each company’s advertising, marketing, and social media presence was abbreviated and examples provided either directly by the company or those found in an expanded but targeted search surrounding marketing strategy have been included. It is likely that further examples could be provided for some of the listed companies (excluding Microsoft Defender, ESET, and Trend Micro), however a dedicated block of research would need to be devoted to each brand individually, though it is possible that the bulk of each company’s retail revenue is generated through industry reviews and comparisons rather than through traditional advertising methods.

Sources
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