NDP States Free Security Software Downloads Nearly Direct Competitor with Paid Downloads
- By Grey McKenzie
- Published 06/30/2008
Grey McKenzie
National Cyber Security Founder
Cyber security watchdog & one of the nation's leading cyber security experts, Grey McKenzie is also the Founder of SpyCop Security Software.
His clients include members of the Department of Homeland Security, FBI, CIA, State & Local Law Enforcement.
He is regularly consulted by industry leaders regarding cyber security issues.
To schedule a procedural, technical and non-technical network security audit of your company call 902-467-0200
The NPD Group, that offers detailed insight into consumers’ perceptions and awareness of security software products, covering ownership, purchase dynamics and general opinions about consumers’ concerns with computer threats.
According to the report, free security software downloads compete
directly with paid security software, with 36% of all security software
downloads being downloads of a free product and 42% being paid digital
downloads.
Of those security software products purchased at a physical location, 62% were made directly off the shelf, 25% came with the purchase of a new PC and 11% were made through a retailer’s tech bench.
The computer threat and/or security issue that most concerns consumers is viruses (80%) followed by identity theft (73%). Surprisingly, only 34% of households with kids under the age of 18 are concerned with what their kids are accessing on the Internet.
Various software features have a high level of awareness with virus protection and spyware protection topping the list but only 32% are aware of what a virus signature update is. Over half of those aware of virus signatures would prefer to receive updates as frequently as every day.
Many of those who do not currently have security software on their home
computer stated it is because they either don’t
care or don’t feel they need security
software.
However, better prices and knowledge of existing viruses on their computers were two key motivators for previous non-owners of security software to purchase it for their home computer.
“Even though the most common reason for installing security software on one’s PC is to be proactive and prevent anything from happening, the fact that there are some consumers who either don’t care or are willing to wait until after they are infected before they do anything provides a lot of opportunities for retailer and publisher alike to tap into an entirely new set of consumers,” said Michael Redmond, industry analyst, The NPD Group.
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