소비자용 보안 시장 : 시장 점유율 분석, 업계 동향 및 통계, 성장 예측(2026-2031년)

According to Mordor Intelligence, the consumer security market size was valued at USD 43.6 billion in 2025 and estimated to grow from USD 47.75 billion in 2026 to reach USD 75.25 billion by 2031, at a CAGR of 9.52% during the forecast period (2026-2031).

This report is Segmented by Type (Anti-Virus and Internet Security Suites, Identity-Theft and Privacy Suites, Virtual Private Network (VPN), Password Managers, and More), Component (Software, Services (Setup, Support, MDR-Home)), Deployment (On-premise/Device-resident, Cloud / SaaS), End-User Vertical (Government and Defense, BFSI, IT and Telecom, Healthcare, Transportation and Logistics, and More), and Geography.

Global Consumer Security Market Trends and Insights

Surging Phishing and Ransomware Losses

Consumer losses reported to the FBI climbed to USD 16.6 billion in 2024, a 33% rise year over year, and phishing accounted for 193,407 complaints, the single largest crime category. Healthcare facilities faced 444 ransomware incidents, underscoring how consumer devices can act as stepping-stones into critical systems. Average loss per victim reached USD 19,372, and seniors lost USD 4.8 billion, prompting vendors to simplify interfaces and add elder-friendly coaching. Business email compromise inflicted USD 2.7 billion in damages, so suites now extend defenses beyond file scanning to include secure mail gateways and fraud alerts. As victims see direct financial fallout, willingness to pay for multi-layer packages climbs, driving upgrades from free tools to premium bundles.

Household IoT Explosion

Smart home ownership expands the attack surface because everyday devices often leave factories with weak credentials. A U.S. Commerce Department study found that 66% of surveyed devices used semiconductors supplied by Chinese foundries, heightening supply-chain scrutiny. The United Kingdom banned default passwords on connected products in April 2024 and mandated minimum support periods, setting a precedent that other regions may follow. Academic work reveals that consumer IoT gear commonly lacks rigorous intrusion detection, creating an opening for platforms that protect the entire home network rather than isolated gadgets. Vendors now couple endpoint apps with router-level scanners, and China's state push for AI-based domestic robots further aligns smart-device growth with demand for household security.

Free Built-in OS Security

Windows Defender and similar native tools deliver an acceptable baseline safety for malware and phishing, especially on modern operating systems. Their zero-price tag reduces the perceived need for extra subscriptions among budget-conscious households. Yet record consumer losses of USD 16.6 billion in 2024 show that baseline protection fails to stop sophisticated social-engineering or targeted ransomware. Vendors, therefore, highlight advanced heuristics, banking shields, dark-web monitoring, and VPN traffic obfuscation that integrated utilities do not cover. Marketing now stresses holistic safeguards against identity fraud and real-time financial alerts rather than simple virus scanning.

Other drivers and restraints analyzed in the detailed report include:

1. Privacy-First Regulations Drive Adoption
2. Subscription Identity-Protection Bundles
3. Consumer Alert Fatigue Lowers Retention

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Endpoint Detection and Response for home devices is projected to grow at 18.25% CAGR through 2031, even as anti-virus suites commanded 41.95% revenue in 2025. This shift reflects the reality that signature-based engines cannot keep pace with file-less malware and living-off-the-land tactics. Within the consumer security market size for endpoint tools, ransomware shields rise on healthcare headlines, while identity-theft monitors gain visibility each time breach settlements hit the news. VPN modules show steady uptake because work-from-anywhere lifestyles increase privacy consciousness. Password managers follow new rules that ban weak credentials across consumer apps, although penetration stays higher among security-savvy professionals.

Convergence is underway as vendors bundle these categories into one portal to cut interface fatigue. As a result, the consumer security market registers stronger retention when families can cover laptops, mobiles, and IoT hubs under a unified dashboard. Vendors also pitch parental controls and safe browsing to digital-native parents, and backup utilities remain relevant for ransomware recovery despite competition from mainstream cloud drives.

Software made up 81.78% of the consumer security market size in 2025 because endpoint agents and mobile apps remain the first purchase step. However, services are on track for a 16.55% CAGR as non-technical users lean on managed detection, setup, and 24/7 response. Telco alliances simplify activation and billing, expanding reach into households that would not buy standalone packages.

Hybrid offerings blur the line: AI algorithms run in the cloud, yet human analysts validate suspicious activity, producing a compelling value proposition for higher-risk households. FBI data showing USD 2.7 billion lost to business email compromise underlines the need for expert guidance when alerts escalate beyond device-level threats. Over time, service attachments boost average revenue per user and build switching costs that pure-software vendors struggle to match.

Complete Report Scope:

• By Type
  • Anti-virus and Internet Security Suites
  • Identity-Theft and Privacy Suites
  • Virtual Private Network (VPN)
  • Password Managers
  • Endpoint Detection and Response (EDR-Home)
  • Parental Control and Safe-Browsing
  • Backup and Recovery
  • Ransomware Shield
• By Component
  • Software
  • Services (Setup, Support, MDR-Home)
• By Deployment
  • On-premise / Device-resident
  • Cloud / SaaS
• By End-user Vertical
  • Government and Defense
  • BFSI
  • IT and Telecom
  • Healthcare
  • Transportation and Logistics
  • Retail and E-commerce
  • Energy and Utilities
  • Manufacturing
  • Education
• By Geography
  • North America
    • United States
    • Canada
  • South America
    • Brazil
    • Rest of South America
  • Europe
    • Germany
    • United Kingdom
    • France
    • Italy
    • Spain
    • Russia
    • Rest of Europe
  • Asia-Pacific
    • China
    • Japan
    • India
    • South Korea
    • Australia and New Zealand
    • ASEAN
    • Rest of Asia-Pacific
  • Middle East and Africa
    • GCC
    • Turkey
    • South Africa
    • Rest of Middle East and Africa

Geography Analysis

North America retained 35.85% revenue in 2025 and continues to buy premium suites thanks to mature awareness and a strong regulatory push. The latest FBI Internet Crime Report listed USD 16.6 billion in consumer losses, giving sellers a potent proof point during renewals. The FCC's decision to classify broadband as a telecommunications service increases oversight and forces providers to package safety tools with connectivity plans, further enlarging the local opportunity. Canada's National Cyber Security Strategy and sustained enterprise spending of CAD 14 billion (USD 10.3 billion) demonstrate regional commitment. Yet headline breaches such as the AT&T exposure of 51 million customer records in 2024 keep consumers on edge.

Asia-Pacific posts the highest 15.16% CAGR through 2031 as digital transformation accelerates. China's cybersecurity market is projected to rise from 712 billion yuan in 2022 to 1,078 billion yuan by 2025, translating to almost USD 149 billion and underscoring scale. India's UPI scheme processed 33% more transactions in May 2025 than a year earlier, yet fraud losses hit EUR 177 crore (USD 21 million), alerting citizens to online risks. Japan promotes AI in consumer services, creating advanced requirements for behavioral analytics that vendors rush to meet. A diverse patchwork of laws forces suppliers to localize features such as incident-response hotlines and data-storage zones.

Europe records steady expansion anchored in GDPR enforcement, which obliges transparent data handling and breach reporting. The United Kingdom's prohibition of default passwords on smart devices broadens the compliance burden and encourages consumers to upgrade security across the home. Telefonica Tech showcases European operator appetite for bundled security by rolling out SASE services that include endpoint protection for small firms and their staff. The Middle East and Africa show nascent demand: rising internet penetration fuels threat exposure, but price sensitivity slows uptake of high-end suites. Government digital-economy plans and public-private partnerships are expected to fund awareness campaigns that will raise baseline demand over time.

1. Gen Digital (Norton, Avast)
2. McAfee
3. Trend Micro
4. Kaspersky Lab
5. Bitdefender
6. ESET
7. Cisco Systems (Umbrella, Security Cloud)
8. Microsoft
9. Fortinet (FortiClient)
10. WatchGuard Technologies
11. Sophos Home
12. F-Secure
13. Panda Security
14. AVG Technologies
15. 1Password
16. Malwarebytes
17. Proton
18. Lookout
19. Nord Security (NordVPN Threat Protection)
20. CrowdStrike (Charlotte AI Consumer)

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

• 1.1 Study Assumptions and Market Definition
• 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET LANDSCAPE

• 4.1 Market Overview
• 4.2 Market Drivers
  • 4.2.1 Surging Phishing and Ransomware Losses
  • 4.2.2 Household IoT Explosion
  • 4.2.3 Privacy-First Regulations Drive Adoption
  • 4.2.4 Subscription Identity-Protection Bundles
  • 4.2.5 Telco/ISP Embedded Security Offerings
  • 4.2.6 AI-Native Personal Cyber Assistants
• 4.3 Market Restraints
  • 4.3.1 Free Built-In OS Security
  • 4.3.2 Price-Sensitive Emerging Markets and Piracy
  • 4.3.3 Consumer "Alert Fatigue" Lowers Retention
  • 4.3.4 Antitrust Scrutiny of Bundled VPN/Data
• 4.4 Regulatory Landscape
• 4.5 Technological Outlook
• 4.6 Porter's Five Forces Analysis
  • 4.6.1 Threat of New Entrants
  • 4.6.2 Bargaining Power of Buyers
  • 4.6.3 Bargaining Power of Suppliers
  • 4.6.4 Threat of Substitutes
  • 4.6.5 Competitive Rivalry

5 MARKET SIZE AND GROWTH FORECASTS (VALUE)

• 5.1 By Type
  • 5.1.1 Anti-virus and Internet Security Suites
  • 5.1.2 Identity-Theft and Privacy Suites
  • 5.1.3 Virtual Private Network (VPN)
  • 5.1.4 Password Managers
  • 5.1.5 Endpoint Detection and Response (EDR-Home)
  • 5.1.6 Parental Control and Safe-Browsing
  • 5.1.7 Backup and Recovery
  • 5.1.8 Ransomware Shield
• 5.2 By Component
  • 5.2.1 Software
  • 5.2.2 Services (Setup, Support, MDR-Home)
• 5.3 By Deployment
  • 5.3.1 On-premise / Device-resident
  • 5.3.2 Cloud / SaaS
• 5.4 By End-user Vertical
  • 5.4.1 Government and Defense
  • 5.4.2 BFSI
  • 5.4.3 IT and Telecom
  • 5.4.4 Healthcare
  • 5.4.5 Transportation and Logistics
  • 5.4.6 Retail and E-commerce
  • 5.4.7 Energy and Utilities
  • 5.4.8 Manufacturing
  • 5.4.9 Education
• 5.5 By Geography
  • 5.5.1 North America
    • 5.5.1.1 United States
    • 5.5.1.2 Canada
  • 5.5.2 South America
    • 5.5.2.1 Brazil
    • 5.5.2.2 Rest of South America
  • 5.5.3 Europe
    • 5.5.3.1 Germany
    • 5.5.3.2 United Kingdom
    • 5.5.3.3 France
    • 5.5.3.4 Italy
    • 5.5.3.5 Spain
    • 5.5.3.6 Russia
    • 5.5.3.7 Rest of Europe
  • 5.5.4 Asia-Pacific
    • 5.5.4.1 China
    • 5.5.4.2 Japan
    • 5.5.4.3 India
    • 5.5.4.4 South Korea
    • 5.5.4.5 Australia and New Zealand
    • 5.5.4.6 ASEAN
    • 5.5.4.7 Rest of Asia-Pacific
  • 5.5.5 Middle East and Africa
    • 5.5.5.1 GCC
    • 5.5.5.2 Turkey
    • 5.5.5.3 South Africa
    • 5.5.5.4 Rest of Middle East and Africa

6 COMPETITIVE LANDSCAPE

• 6.1 Market Concentration
• 6.2 Strategic Moves (MandA, Partnerships, Funding)
• 6.3 Market Share Analysis
• 6.4 Company Profiles (includes Global level Overview, Market level overview, Core Segments, Financials as available, Strategic Information, Market Rank/Share, Products and Services, Recent Developments)
  • 6.4.1 Gen Digital (Norton, Avast)
  • 6.4.2 McAfee
  • 6.4.3 Trend Micro
  • 6.4.4 Kaspersky Lab
  • 6.4.5 Bitdefender
  • 6.4.6 ESET
  • 6.4.7 Cisco Systems (Umbrella, Security Cloud)
  • 6.4.8 Microsoft
  • 6.4.9 Fortinet (FortiClient)
  • 6.4.10 WatchGuard Technologies
  • 6.4.11 Sophos Home
  • 6.4.12 F-Secure
  • 6.4.13 Panda Security
  • 6.4.14 AVG Technologies
  • 6.4.15 1Password
  • 6.4.16 Malwarebytes
  • 6.4.17 Proton
  • 6.4.18 Lookout
  • 6.4.19 Nord Security (NordVPN Threat Protection)
  • 6.4.20 CrowdStrike (Charlotte AI Consumer)

7 MARKET OPPORTUNITIES AND FUTURE OUTLOOK

• 7.1 White-space and Unmet-need Assessment