CONSUMERBRANDBrandKPIsforantivirussecuritysoftware:MicrosoftDefenderintheUnitedKingdomConsumerInsightsreportNovember2024

DiscoveryourBrandKPIscores.Benchmarkagainstcompetitorsandmeasureyourbrand’smarketimpactIntroduction:studydetailsThereportMethodologyThisreporthasbeencreatedusingthedatafromStatista’sConsumerInsightsBrandKPIs.Thereportprovidesyouwithkeyconsumerinsightsandbenchmarksforabrand’sperformanceagainsttheindustryoverallandtheircompetitors.Design:OnlineSurveyDuration:approx.15minutesLanguage:officiallanguage(s)ofeachcountrywithAmericanEnglishofferedasanalternativeRegions:Brazil,Germany,India,Mexico,U.S.andUKNumberofrespondents:approx.3750Ourdataallowsyoutomeasureeachbrand’spositioninthemarketbycreatingaprofileusingStatista’s5keyperformanceindicators.Whichare:awareness,popularity,usage,loyalty,andmediabuzz.Sample:Internetusers,aged18-64,quotassetongenderandageThisreportisbasedonMicrosoftDefender’sperformanceintheantivirussecuritysoftwaremarket.Fieldwork:August-September2024IfyouwouldliketofindoutmoreabouttheConsumerInsightsatStatistaortheBrandProfiler,pleaseclickthelinkbelow.2Notes:Sources:StatistaConsumerInsightsGlobal,asofNovember2024

80%ofMicrosoftDefenderusersdisplayloyaltytowardsthebrandIntroduction:keyinsightsWhodoesthebrandappealto?Howdoesthebrandperforminthemarket??MicrosoftDefender’sbrandingresonatesmorewith?MicrosoftDefenderranksthirdinawarenesswithinGenZtheantivirussecuritysoftwaremarket?MicrosoftDefendergenerallyappealstomenmorethanwomen?ThepopularityratingofMicrosoftDefenderis39%?MicrosoftDefenderranksthirdinusage?AmongMicrosoftDefenderenthusiasts,46%fallunderthehigh-incomecategory?Intermsofloyalty,MicrosoftDefenderisfourthintheUnitedKingdom?Consumerswanttheirantivirussecuritysoftwarebrandsto