June 19, 2008

Consumers Combat Their Internet Fears With Free Protection Measures

How Can Consumer Product Strategists Better Address Security Concerns?

by Natalie Lambert

with Christine E. Atwood, Michelle de Lussanet, Walid Saleh

Executive Summary (This is a document excerpt)

The vast majority of North American online consumers that use a connected PC at home are greatly concerned about malicious code invading their PCs, becoming the next victim of identity theft, and their personal data getting into the wrong hands. In response, they attempt to protect themselves by using security solutions. Where are consumers obtaining their security measures? Most are finding ways to acquire (perceived) free tools — either using security software bundled with their PCs or offered from their Internet service provider, or by simply downloading (legally or illegally) a security solution over the Net. Despite protection measures, concerns remain high, which means there's an opportunity for consumer product strategists at security software vendors to increase their products' paid customer base. How? By clearly communicating their products' value, finding new channels to sell software, and strengthening partnerships with "sticky" vendors.

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