Most prior Norton or McAfee holders kept a major brand after newly buying Webroot
Status in August 2024–July 2026 among 990 paneled households that held Norton or McAfee in January 2023–July 2024 and then newly bought Webroot
Share of new Webroot buyers from a prior major brand
Source: YipitData U.S. e-receipt panel. Webroot was identified from Best Buy subscription line items, so the finding describes Webroot’s observed retail-distributed buyers rather than its full subscriber base.
Chart data
| Series | Share of new Webroot buyers from a prior major brand |
|---|---|
| Kept Norton or McAfee | 74.3% |
| No recent Norton or McAfee receipt | 25.7% |
Did more prior major-brand holders move toward Webroot than the reverse?
Yes. The paneled flows included 990 prior Norton or McAfee holders who newly bought Webroot and 476 prior Webroot buyers who newly paid Norton or McAfee. The roughly two-to-one count difference does not by itself show switching because most of the 990 still had a major-brand receipt in the recent window.
How did major-brand lapse compare with the broader baseline?
Norton or McAfee was absent in the recent window for 25.7% of the 990 new Webroot buyers. Across all 46,257 paneled prior Norton or McAfee holders, the comparable rate was 28.2%. The lower rate among new Webroot buyers does not establish that Webroot caused someone to keep the incumbent brand.
Assumptions & Methodologies
We analyzed YipitData’s U.S. e-receipt panel using January 2023–July 2024 as the prior window and August 2024–July 2026 as the recent window. Webroot required a validated Best Buy subscription line item; Norton, including LifeLock, and McAfee used direct-billing signals. Panelists were observable before 2023 and active in the last 30 days. Webroot direct renewals are not captured, so the result applies only to its observed retail base. Absence of a major-brand receipt is a lapse proxy, and the design describes payment sequence and overlap rather than product use, substitution, or causation.