September 6, 2006

Consumer Security Adoption Remains Flat

Vendors Seek To Drive Higher Adoption Rates With Suites

by Maribel D. Lopez

with Ellen Daley, Will McEnroe, Emily Van Metre

Executive Summary (This is a document excerpt)

Consumers have adopted a wide range of security products to thwart online predators — antivirus and pop-up blockers have widespread adoption while less than one-fifth are using parental controls. Consumers acquire these security products from a variety of channels, with 22% buying at least one product from a retail store. The big news of the year? Microsoft entered the security market with a suite that competes against products from vendors like McAfee and Symantec. Microsoft's offering promises to deliver intense competition to existing security vendors by providing consumers with a lower-priced product and free support. To ensure their survival, security vendors must entrench themselves in the ISP channel with better marketing programs and capture the evolving mobile device markets.

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