2012 Antivirus and Browser Security Report: How to Profit by Engaging the Gen Y Consumer Today
- ID: 2130840
- April 2012
- 29 Pages
- Javelin Strategy & Research
Security software suppliers and potential distributors (including financial institutions, billers and issuers) have the opportunity to enter into a mutually beneficial relationship to provide consumers with PC security software. Suppliers can explore underserved markets, expand their customer base and build loyalty, while distributors can use the partnership to deepen their relationships with consumers. This report explores the benefits of establishing a partnership and ways to create the most effective distribution channel once the partnership is established.
- How are antivirus companies responding to the current market?
- How are consumers adapting and responding to man-in- the-browser threats?
- What are new distribution channels that security software suppliers can consider?
- How can financial institutions (FIs) and other entities invested in creating a secure online environment leverage a relationship with security vendors to further their interests?
- Which consumers are not using security software, and how can they be reached?
- Why aren't consumers utilizing security knowledge?
Consumer data in this report is based on information from several Javelin surveys administered in 2009, 2010 and 2011. Data was gathered and weighted to reflect a representative sample of the general U.S. adult population as follows:
- A random-sample panel of 5,102 respondents in a March 2011 online survey. The margin of sampling error is ±1.37 percentage points at the 95% confidence level. The margin of sampling error is higher for questions answered by subsegments.
- A random-sample panel of 2,304 respondents in an August 2011 online survey. The margin of sampling error is ±2.04 percentage points at the 95% confidence level. The margin of sampling error is higher for questions answered by subsegments.
- A random-sample panel of 3,210 respondents in an October 2011 online survey. The margin of sampling error is ±1.73 percentage points at the 95% confidence level. The margin of sampling error is higher for questions answered by subsegments.
Security software supplier: Overarching term to identify any security software vendor. Although the report focuses primarily on antivirus and man-in-the-browser (MitB) protection vendors, it could include other vendors that are interested in partnering with companies to distribute their product.
Distributor: Overarching term to identify any entity or institution that can be a potential conduit for security software to consumers. This report focuses primarily on FIs and online billers, but other potential distributors include online merchants, personal finance management vendors, ISPs and credit card issuers.
Antimalware software: Overarching term for software that detects computer viruses or spyware. Antimalware protection covers a wide variety of tools, but for the purposes of this report, we assume that antivirus is the primary one. SHOW LESS READ MORE >
Executive Summary and Key Recommendations
Antivirus and PC Security Industry Update
Antivirus Software and Antimalware
Exploring Market Opportunities
Partnering to Improve Services
Targeting Gen Y
Importance of Onboarding Gen Y Early
Suggested Ways to Reach Gen Y
Creating Effective Distribution Channels: Reframing the Security Discussion
Establishing Effective Education
Rethinking the Reward System
Value to the Distributor
Meeting the Need for Security
Retaining and Satisfying Customers
Using Security Software to Modify Consumers' Behavior
Table of Figures
Figure 1: Consumers' Familiarity with Malware, 2011
Figure 2: Consumers' Familiarity with Man-in-the-Browser Attacks, 2011
Figure 3: Benefits Distributors and Security Suppliers Gain from Establishing a Partnership
Figure 4: Level of Familiarity with Malicious Software by Generation, 2011
Figure 5: Reasons for Not Using Antivirus Despite Familiarity with Malware by Generation, 2011
Figure 6: Smartphone Ownership by Generation, 2011
Figure 7: Man-in-the-Browser Protection by Primary Bank, 2011
Figure 8: Perceived Riskiness of Activities by Consumers' Familiarity with Malware, 2011
Figure 9: Importance of Security to Consumers Choosing Financial Providers, 2009–2011
Figure 10: Relevant Factors for Consumers Considering Online Bill Pay, 2011
Figure 11: Consumers' Use of Security Precautions on PCs and Browsers, 2011
Figure 12: Perceived Riskiness of Online Activities, 2011
Figure 13: Services Consumers Would Like from FIs, 2011