The number of devices consumers currently own and are likely to own makes multidevice licensing potentially very attractive. However, this will not necessarily translate directly into consumer expenditure on stand-alone mobile device security products. Many consumers will expect ISPs and device manufacturers to provide a security option. Alternatively, they will expect to be able to deploy mobile security capabilities as an extension of their existing consumer security licenses.

Consumer preference for online antivirus products and low spending on mobile security products means security providers must use alternative methods for maintaining revenue streams. Unsurprisingly, the majority of consumers opt for unpaid products in the form of either freeware or products preinstalled on their desktops and laptops and those that do choose to pay for antivirus software often do so via online channels.

When it comes to obtaining security services for desktops and laptops, younger consumers are much more likely to turn to free antivirus software than consumers age 50 or older. People in the higher-age bracket tend to be more particular about security and are therefore more likely to purchase an antivirus package. The consumer security marketplace is already aligned to these consumer security trends and a number of security providers already increment their business revenue on alternative revenue models; for example, by raising advertising revenue, selling gaming software or monetizing on third-party relationships while offering free consumer products.

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