ESET buyers also bought Norton and McAfee less often than expected
Actual same-buyer rate divided by the rate expected from each brand’s frequency among antivirus buyers; 1.0× means equal to expected
Observed co-holding versus expected
Source: YipitData U.S. e-receipt panel, August 2024–August 2026. ESET buyers n=524. Overlap counts: Norton 69, McAfee 51, Bitdefender 16, Malwarebytes 24.
Chart data
| Series | Observed co-holding versus expected |
|---|---|
| Norton | 0.29× |
| McAfee | 0.26× |
| Bitdefender | 2.39× |
| Malwarebytes | 1.51× |
What share of ESET buyers also bought Norton or McAfee?
Norton appeared for 13.2% of ESET buyers and McAfee for 9.7%. Because both brands were common across the antivirus-buyer comparison group, those percentages were only 0.29 and 0.26 times their expected rates. The result describes unusually low same-buyer purchasing, not customer movement between products.
Are the Bitdefender and Malwarebytes results equally precise?
No. Only 16 ESET buyers also held Bitdefender and 24 also held Malwarebytes, below the preferred 30-user floor. Those positive comparisons are included as context but are not headline evidence. Multi-year reseller keys can also make ESET purchases appear less often than annually renewed products.
ESET buyer counts fell while Bitdefender and Malwarebytes grew
Change in distinct buyers among the same panel population from August 2022–July 2023 to August 2025–July 2026
Change in distinct buyers
Source: YipitData U.S. e-receipt panel. The same observable panel population was followed from August 2022–July 2023 through August 2025–July 2026. ESET buyers moved from 233 to 192 across the comparison.
Chart data
| Series | Change in distinct buyers |
|---|---|
| Malwarebytes | +94% |
| Bitdefender | +41% |
| McAfee | +11% |
| Norton | +6% |
| ESET | −18% |
Why compare the longer buyer trend with same-buyer overlap?
The trend shows whether ESET’s low Norton and McAfee overlap occurred alongside growth at other measured standalone antivirus brands. It does not show that individual ESET buyers moved to Bitdefender or Malwarebytes.
Assumptions & Methodologies
We analyzed YipitData’s U.S. e-receipt panel. The same-buyer comparison included established antivirus buyers from August 2024–August 2026. The ratio divides the observed share holding both brands by the share expected from each brand’s frequency among antivirus buyers; 1.0 means no difference. The trend followed the same observable panel population across August–July years from 2022–23 through 2025–26. ESET included HOME Security, NOD32, Internet Security, and related reseller receipts after excluding false text matches. Small positive-overlap cells are contextual only. The design does not establish sequence, substitution, or causality.