Leading Brands in Germany’s Antivirus & Security Category: Q4 2023 Overview

In the bustling world of digital security, three brands have stood out in Germany during Q4 2023: Avast, Kaspersky Lab ZAO, and NordVPN. These brands have demonstrated remarkable audience engagement across their websites and apps. Let’s delve into the performance and trends of each brand.

Avast's Digital Landscape

Avast's presence is robust, with its website, avast.com, and the Avast Antivirus & Security app.

• Audience Trends: Throughout Q4 2023, avast.com maintained a stable monthly visitor count, hovering around 5M visits. Unique monthly visits saw an interesting peak in November with over 1M. The monthly true audience consistently remained above 2M, with web-only visitors slightly outpacing app-only visitors.

• App Engagement: The app saw monthly active users fluctuate slightly, peaking at over 1.2M in November, indicating stable user engagement.

• Ad Spend & Channels: Avast's monthly ad spend was concentrated in July with approximately $10K on YouTube, generating around 878K impressions. No significant advertising activity was recorded for the rest of the quarter.

Kaspersky Lab ZAO's Performance

Kaspersky Lab ZAO's digital reach is evident through its website, kaspersky.com, and the VPN & Security by Kaspersky app.

• Audience Trends: Kaspersky.com experienced a dip in October with monthly visits dropping to around 8.8M, but rebounded to nearly 9M by December. Monthly true audience figures hovered between 1.6M and 1.8M, with a balanced distribution between web-only and app-only visitors.

• App Engagement: The app's monthly active users showed a decline from 1M in October to around 830K in December, suggesting a decrease in mobile engagement.

• Ad Spend & Channels: Kaspersky significantly increased its monthly ad spend in November, reaching over $130K, with a notable presence on Instagram and Facebook. This strategy generated impressions exceeding 29M.

NordVPN's Expansion

NordVPN continues to expand its reach with nordvpn.com and the NordVPN: VPN Fast & Secure app.

• Audience Trends: Nordvpn.com consistently attracted over 2.5M monthly visits, with a steady increase in unique visitors, reaching over 540K in December. Monthly true audience numbers climbed steadily, surpassing 1.6M by the end of the quarter.

• App Engagement: The app's monthly active users showed a positive trend, peaking at 1.23M in December, highlighting strong mobile user engagement.

• Ad Spend & Channels: NordVPN's advertising efforts were focused on YouTube, with December spending around $50K, generating over 9M impressions. Facebook and Instagram were also utilized, albeit with lower spend and impressions.

Conclusion

These leading brands have demonstrated dynamic strategies in engaging their audiences across platforms. Sensor Tower's comprehensive data has been instrumental in highlighting these trends, offering unparalleled insights into cross-platform user behavior. Our Web Insights and Pathmatics offerings provide crucial data for understanding market dynamics, while our App Performance Insights reveal mobile engagement patterns.

Stay informed with Sensor Tower for the most detailed and actionable market insights.