brand kpis for vpn services avast secureline vpn in the united states-外文版培訓(xùn)課件（2025.2）-worldreportmarket

CONSUMER&

BRANDBrandKPIs

for

VPN

services:

AvastSecureLine

VPN

in

the

United

StatesConsumer

Insights

reportNovember2024Discover

your

Brand

KPI

scores.

Benchmark

against

competitors

and

measureyour

brand’s

marketimpactIntroduction:

studydetailsThe

reportMethodologyThisreport

hasbeen

created

usingthe

datafromStatista’sConsumer

InsightsBrand

KPIs.Thereportprovides

you

with

key

consumer

insightsandbenchmarks

forabrand’sperformance

againsttheindustryoverall

and

theircompetitors.Design:OnlineSurveyDuration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegions:Brazil,Germany,

India,

Mexico,

U.S.

and

UKNumberofrespondents:approx.

3750Ourdataallows

you

tomeasure

each

brand’spositioninthe

market

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty,and

media

buzz.Sample:

Internet

users,

aged18

-64,

quotasset

ongender

and

ageThisreport

is

basedon

AvastSecureLine

VPN’sperformance

inthe

VPN

service

market.Fieldwork:August-September

2024Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatStatista

or

theBrandProfiler,

please

clickthe

linkbelow.2Notes:Sources:

Statista

Consumer

Insights

Global,

asofNovember202471%

of

Avast

SecureLine

VPN

users

display

loyalty

towards

the

brandIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket??AvastSecureLine

VPN’sbrandingresonates

more?AvastSecureLine

VPN

rankssecond

inawarenesswith

Millennialswithin

the

VPN

service

market?AvastSecureLine

VPN

generally

appealsto

men

more

?Thepopularity

ratingof

AvastSecureLine

VPN

is27%than

women?AvastSecureLine

VPN

ranksseventh

inusage?Among

AvastSecureLine

VPN

enthusiasts,39%

fallunderthe

high-income

category?Interms

of

loyalty,AvastSecureLine

VPN

is

seventh

inthe

United

States?Consumers

want

theirVPN

service

brandstohavehonesty

/trustworthiness,

reliability,

and

highvalue?AvastSecureLine

VPN

hasascore

of

24%

formediabuzz3Sources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

01Brand

profileInthissection,

we

show

the

demographics

and

attitudesof

consumers

who

saytheylikethisbrandversus

the

share

ofindustryusers.

Thechapteraimsto

bringclarity

tocompanies

who

want

to

know

whotheirbrandingiscurrently

appealingtoand

what

theythinkaboutthe

industry.4Loyalty

is

the

highest

scoring

KPI

for

Avast

SecureLine

VPN

at

71%Brand

profile:

snapshotBrand

performance

of

AvastSecureLineVPN

intheUnitedStates71%30%27%24%21%AwarenessPopularityUsageLoyaltyBuzz5Notes:VPN

services‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=375,

respondents

who

know

the

individual

brand

(popularity),

n=375,

respondents

whoknow

the

individual

brand(usage),

n=80,

respondents

who

have

used

the

individual

brand

(loyalty),

n=375,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Avast

SecureLine

VPN’s

branding

resonates

more

with

MillennialsBrand

profile:

consumer

demographics

(1/3)Measuring

attitudesand

opinions

among

generationshelpsidentifyyourtarget

audience

foryournextcampaigns.Share

ofgenerations45%39%Withthatinmind,when

looking

atthe

shareofconsumers

who

likeAvastSecureLine

VPN

bygeneration

versustheshareof

industryusers

ingeneral,

we

cansee

thatAvastSecureLine

VPN

islikedby9%

of

Babyboomers

and

29%

of

Gen

Xers,whereasthe

total

shareof

industryusers

is7%

and

24%,respectively.31%29%24%17%ForMillennials

andGen

Z,

45%

and

17%

feel

positivelytowards

AvastSecureLine

VPN,versus

39%

and31%.Socurrently,

forAvastSecureLine

VPN,Millennialsconnect

most

with

theirbrand

compared

tothe

overallindustryuser.9%7%Gen

ZMillennialsGen

XBaby

BoomerBrand

enthusiastIndustryuser6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestoVPN

services,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=102,

AvastSecureLine

VPNenthusiast,

n=635,

VPNserviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Avast

SecureLine

VPN

generally

appeals

to

men

morethan

womenBrand

profile:

consumer

demographics

(2/3)GenderTheGender

splitbetween

brandenthusiastsof

AvastSecureLine

VPNshows

thatwomen

areless

likely

tohaveanaffinity

with

the

brandcompared

tomen.LGBTQIA+statusUnderstanding

and

respecting

thediverse

needsandidentitiesof11%11%86%consumers

is

becoming

more

and

moreimportant,notjustfrom

asensitivitypointof

view,

but

also

fromrecognizingpotential

businessopportunities

thatcome

withinclusivity

and

diversity.

Andcurrently,

AvastSecureLine

VPN

hasasimilar

proportion

of

LGBTQIA+34%66%42%58%66%

ofmen

likeAvastSecureLine

VPNcompared

to

34%

of

women,

whereasfortheoverall

industry,57%

of

men

useVPN

services

compared

to

42%

ofwomen.87%consumers

when

compared

totheindustryusers

ingeneral.11%

ofAvastSecureLine

VPNenthusiastsconsider

themselves

to

bepartof

the

LGBTQIA+

communitycompared

to

11%

among

industryusersoverall.Brand

enthusiastFemaleIndustryuserMaleBrand

enthusiastIndustryuserNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

VPNservices,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=102,

AvastSecureLine

VPN

enthusiast,

n=635,

VPN

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Avast

SecureLine

VPN

enthusiasts,

39%

fall

under

the

high-incomecategoryBrand

profile:

consumer

demographics

(3/3)HouseholdincomeThegraphillustratestheannualhousehold

income

distribution

amongenthusiastsof

thebrand

anduserswithin

the

industry.HouseholdtypeThechartshows

thehousehold

type,takinginto

account

factorssuchashousehold

size,

familystructure,

andthe

number

ofchildren.20%23%Single39%37%16%13%CoupleSingleparentNuclear39%

ofAvastSecureLine

VPNenthusiastsare

from

high-incomehouseholds.AvastSecureLine

VPN’s

brandisgenerally

enjoyed

more

byconsumerswho

arepartof

anuclearhousehold,29%

ofAvastSecureLine

VPNenthusiastshavethiscurrent

livingsituation.7%11%29%30%33%32%22%Multi-generational5%5%15%18%30%ExtendedOther9%8%Brand

enthusiastIndustryuserLowHighMediumBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

VPNservices,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=102,

Avast

SecureLine

VPNenthusiast,

n=635,

VPN

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Consumers

want

their

VPN

service

brands

to

have

honesty

/

trustworthiness,reliability,

and

high

valueBrand

profile:

qualitiesQualitiesuserswant

from

VPN

servicebrandsForVPN

services,

the

top

three

qualitiesusers

wantfrom

abrandarehonesty

/trustworthiness,

reliability,

and

highvalue.Authenticity50%Thrill/ExcitementSustainabilityBoldnessCleverness40%30%20%10%0%AvastSecureLine

VPN

users

alsoappreciate

these

key

attributes,indicating

AvastSecureLine

VPNexudesthese

qualities.SocialCoolnessresponsibilityThequalitiesthatAvastSecureLine

VPNenthusiastsare

least

focused

on

areinclusiveness

and

thrill/excitement.ReliabilityExclusivityInnovationInclusivenessFriendlinessAvastSecureLine

VPN

shouldwork

onpromoting

innovation

to

convertenthusiastsintoowners.HighvalueHonesty/trustworthinessIndustryuserBrandenthusiastBrandowner9Notes:“When

it

comesto

VPNservices,which

ofthese

aspects

aremostimportant

toyou?”;Multi

Pick;“When

it

comesto

VPNservices,which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

“When

it

comes

toVPN

services,

whichofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=80,

Avast

SecureLine

VPN

users’,n=102,

Avast

SecureLine

VPN

enthusiast,

n=635,

VPN

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024Among

Avast

SecureLine

VPN

fans,

25%

state

that

they

get

excited

about

VPNservicesBrand

profile:

attitudesWhat

doconsumersthink

ofVPN

servicesin

general?38%34%31%31%29%26%25%25%24%21%20%18%Sustainability

is

Ivaluealow

priceimportant

to

me

over

highqualityIamwellinformedIrely

onbrands

Iget

excited

about

IliketotalkaboutIknow

and

trustVPN

servicestopicsrelating

toVPN

servicesBrand

enthusiastIndustryuser10

Notes:“Which

ofthese

statements

about

VPN

servicesdo

youagree

with?”;

Multi

Pick;

“When

it

comes

toVPN

services,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:

n=102,

AvastSecureLine

VPN

enthusiast,

n=635,VPN

serviceusersSources:

Statista

Consumer

Insights

Global,

asofNovember2024CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherindustryleaders.1171%

of

Avast

SecureLine

VPN

users

display

loyalty

towards

the

brandBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performanceWhen

itcomes

to

VPN

services,

the

average

awarenessof

abrand

intheUnitedStatesis24%.

Awareness

ofAvastSecureLine

VPN,however,

isat30%.Awareness27%

ofU.S.

VPN

service

users

saytheylikeAvastSecureLine

VPN,compared

to

anindustryaveragebrandpopularityof

25%.21%

ofindustryusers

intheUnitedStatessaythey

useAvastSecureLine

VPN,with

the

average

usageofabrandat19%.BuzzPopularity71%

ofbrandusers

saythey

would

usethe

brandagain,compared

toanaverage

loyalty

score

of

65%.AvastSecureLine

VPN

hasbeen

noticed

more

inthemedia

compared

tootherbrands,with

a“Buzz”scoreof

24%

compared

to21%.LoyaltyBrandUsageIndustryaverageSooverall,

the

results

showtheir

performance

tobeabove

average

compared

to

theindustry.12

Notes:VPN

services‘a(chǎn)wareness’,‘popularity’,

‘usage’,‘loyalty’and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,249,

all

respondents

(awareness),

n=375,

respondents

who

know

the

individual

brand

(popularity),

n=375,

respondents

whoknow

the

individual

brand(usage),

n=80,

respondents

who

have

used

the

individual

brand

(loyalty),

n=375,

respondents

who

know

the

individual

brand

(buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Avast

SecureLine

VPN

ranks

second

in

awareness

within

the

VPN

service

marketBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofAvast

SecureLineVPNRank#

BrandAwareness

%Driving

recognition

will

lead

to

growing

yourcustomerbaseand

measuring

brandawareness

isakeycomponent

toachieve

this.Withthisscore,

you

cangaugethe

current

market

presence

ofabrand,understandthebrand’svisibility,competitiveness,

andrecognition

among

theirtarget

audience.

Further

tothis,itisaperfect

way

toassess

yourcurrentmarketing

strategies.1NordVPN54%30%29%29%27%26%26%26%25%23%2AvastSecureLine

VPNHotspotShieldExpressVPN30%345MozillaVPNUsingtheconcept

of

aided

brand

recognition,

showingrespondents

both

the

brand’slogo

andthe

writtenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.6Private

Internet

AccessSurfshark770%8CyberGhost

VPNProtonVPNOutofallrespondents,

30%

were

aware

of

AvastSecureLine

VPN.

Thisranksthemsecond

compared

toother

brandssurveyed

inthismarket.9AwarenessN/A10Bitdefender

VPN13

Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,249,

all

respondents

(awareness)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024The

popularity

rating

of

Avast

SecureLine

VPN

is

27%Brand

KPIs

&benchmarking:

popularitySummaryPopularity

ofAvastSecureLineVPNRank#

BrandPopularity%ThepopularityKPIisagreat

indicatorof

brandperception

among

current

andpotentialfuturecustomers.

Thesocial

proof

provided

byahigh

scorecansignifyhow

trustworthy

abrandisandinfluenceconsumer

engagement.

Brandswith

alarge

engagedfollowing

canoften

enjoy

higherlevels

of

advocacyandloyalty.1NordVPN52%36%36%35%29%28%27%27%25%24%2ExpressVPNCyberGhost

VPNHotspotShieldIPVanish27%34Outofconsumers

who

knew

thebrand,

27%

saidtheyliked

AvastSecureLine

VPN.

Thisranksthemseventhcompared

to

other

brandssurveyed

inthismarket.56MozillaVPNAvastSecureLine

VPNSurfshark773%89hide.mePopularityN/A10Bitdefender

VPN14

Notes:“When

it

comesto

VPNservices,which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=375,

respondents

who

know

the

individual

brand

(popularity)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Avast

SecureLine

VPN

ranks

seventh

in

usageBrand

KPIs

&benchmarking:

usageSummaryUsage

ofAvastSecureLineVPNRank#

BrandUsage

%35%Afterpopularity,we

want

tocover

thevalueactiongapsotounderstandifthe

brandwas

alsobeing

used,weasked

each

respondent:

“When

itcomes

to

VPNservices,

which

ofthefollowing

brandshaveyou

usedinthe

past12

months?”.1NordVPN21%2HotspotShieldCyberGhost

VPNExpressVPN28%327%Outofconsumers

who

knew

thebrand,

21%

saidtheyused

AvastSecureLine

VPN.

Thisranksthem

seventhcompared

to

other

brandssurveyed

inthismarket.425%5AviraPhantom

VPNIPVanish23%622%7AvastSecureLine

VPNBitdefender

VPNMozillaVPN21%820%79%919%UsageN/A10Surfshark18%15

Notes:“When

it

comesto

VPNservices,which

ofthe

following

brands

have

youused

in

the

past

12

months?”;

Multi

Pick;Base:n=375,respondents

who

know

the

individual

brandSources:

Statista

Consumer

Insights

Global,

asofNovember2024In

terms

of

loyalty,

Avast

SecureLine

VPN

is

seventh

in

the

United

StatesBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofAvastSecureLineVPN’sconsumersRank#

BrandLoyalty

%90%Afterascertaining

the

usageof

abrandinthe

last12months,the

next

most

important

indicatorisbrandloyalty.

Thisscore

allows

ustoestablish

whether

abrandisperforming

well

inregard

to

customerretention.

Measuring

brandloyalty

establishes

aclearfeedback

loop

with

customers,

providing

valuableinsightsinto

customer

satisfaction

and

preferences.

Itisalso

apowerful

predictor

to

help

guide

marketingstrategies

andforecast

futuresalesandrevenue

moreaccurately.1NordVPN2Windscribe81%29%3MozillaVPNSurfshark73%472%5ExpressVPNPrivateVPN72%672%Tomeasure

the

loyalty

of

theseconsumers

we

askeach

respondent:

“When

itcomes

to

VPN

services,which

of

the

following

brandsareyou

likely

touseagaininthe

future?”.7AvastSecureLine

VPNCyberGhost

VPNHotspotShieldProtonVPN71%71%871%969%Outofrespondents

whohaveused

AvastSecureLineVPN,71%

saidthey

would

usethebrand

again.LoyaltyN/A1065%16

Notes:“When

it

comesto

VPNservices,which

ofthe

following

brands

are

youlikely

to

use

again

in

the

future?”;Multi

Pick;Base:

n=80,

respondents

who

have

used

the

individual

brand

(loyalty)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024Avast

SecureLine

VPN

has

a

score

of

24%

for

media

buzzBrand

KPIs

&benchmarking:

buzzSummaryBuzzofAvastSecureLineVPNRank#

BrandBuzz%40%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

the

following

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1NordVPN24%2ExpressVPN36%3CyberGhost

VPNHotspotShieldBitdefender

VPNAvastSecureLine

VPNatlasVPN29%Outofconsumers

who

knew

thebrand,

24%

saidtheyhadheardaboutAvastSecureLine

VPNinthemedia.Thisranksthemsixthcompared

tootherbrandssurveyed

inthismarket.427%525%624%724%76%8Surfshark22%9AviraPhantom

VPNMozillaVPN21%BuzzN/A1020%17

Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=375,

respondents

who

know

the

individual

brand

(Buzz)Sources:

Statista

Consumer

Insights

Global,

asofNovember2024STATISTACONSUMER

INSIGHTSUnderstand

what

drivesconsumersGainabetterunderstandingofconsumers,brands,andmarkets.Withthe

Statista

Consumer

Insights,

youget

access

tostreamlinedmarketresearchtoolsandallresultsofthe

exclusiveStatista

surveys.

Leverage

consumerinsightsto