by September 6, 2004 0 comments

We have a new winner this year in Norton AntiVirus. McAfee is the new number two with TrendMicro at number three. Comparison with last year is not strictly valid as this year we have moved the category from the personal segment to the enterprise segment. The year before we had covered this segment.

In the enterprise segment, Norton is the firm leader, leading over second placed McAfee by 50 index points. It is a sort of interesting aside that each of the brands is half the one ahead of it!

Since we are returning to the enterprise segment after a year’s gap, it would be worth our while to see what current ownership is like. Norton has a 48 percent share of current ownership, followed by McAfee at 28 and TrendMicro at 11. 

Norton has the highest brand loyalty at 92 percent, with both TrendMicro and McAfee having 78 percent. What is interesting in the brand-switch patterns is that shifts from brands that did not make it to the Users’ Choice Club would be slightly more (percentage wise) towards McAfee than to winner Norton.

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