New Bitdefender buyers rarely had a paid-rival receipt before or after adoption
Share of 1,137 first-observed Bitdefender buyers with each receipt outcome in symmetric 12-month windows, Aug. 2024–Jul. 2025 cohort
Share of new Bitdefender buyer cohort
Source: YipitData U.S. e-receipt panel. Paid rivals were Norton, McAfee, Avast, and AVG. Free and operating-system security are invisible.
Chart data
| Series | Share of new Bitdefender buyer cohort |
|---|---|
| Repurchased Bitdefender within one year | 44.9% |
| Paid a rival in prior year | 9.9% |
| Paid a rival in next year | 9.4% |
Did looking back 24 months instead of 12 identify many more paid-rival buyers?
Extending the period before purchase from 12 to 24 months raised the prior-rival rate from 9.9% to 11.7%. Most first-observed Bitdefender buyers still had no Norton, McAfee, Avast, or AVG receipt in the longer period.
How often did Bitdefender buyers also pay another antivirus brand?
Across the trailing 24 months, 12.4% of Bitdefender buyers also paid another tracked antivirus brand. That was slightly below 13.7% for Norton buyers and 13.5% for McAfee buyers.
Assumptions & Methodologies
We analyzed our U.S. e-receipt panel. New adopters were 1,137 panelists whose first observed Bitdefender purchase occurred from August 2024–July 2025, with none earlier back to January 2022. Paid rivals were Norton, McAfee, Avast, and AVG. Prior- and next-year windows were symmetric; repurchase required another Bitdefender receipt within 12 months. Identification combined free-text, app-store, Amazon code, reseller, and Avangate receipts, so purchases may be missed. Free antivirus, Microsoft Defender, OEM bundles, and unlinked inboxes are invisible. The small rival subsets are directional, and no paid-rival receipt does not identify the buyer’s actual security product.