Consumer Security Market, 2011 And Beyond: Evolving Buyer Behaviors Breed Market Volatility

Consumer attitudes toward security solutions are changing markedly. Consumers are becoming more concerned about Internet risks, more savvy about the protection measures they need to take, more discerning about products, and more willing to try different or new solutions. Analysis of Forrester's Consumer Technographics® data, compiled across 16 different markets around the globe, reveals that these evolving consumer attitudes are driving major market shifts. On the one hand, consumers are gravitating to a select group of leading vendors; on the other, consumers lack strong loyalties to the particular security vendors they use. These trends are combining with a shift in acquisition behavior, generating a strong undercurrent of market volatility. While usage trends indicate some clear leaders, vendor must continuously earn success from a consumer population that remains — fairly or unfairly — somewhat skeptical of and unsatisfied with the levels of protection these products provide.