Identity Protection at the Endpoint: How to Increase Consumer Interest

This IDC Market Note addresses the increasing complexity of cybersecurity, especially in the consumer space, which necessitates enhanced endpoint protection focusing on identity protection. This document also highlights the growing importance of integrating identity protection with traditional security measures such as antimalware to protect against a variety of threats. It discusses market movements, such as GenDigital's acquisition of Norton/LifeLock and Malwarebytes' ramp-up of identity protection capabilities, emphasizing the trend toward comprehensive solutions that include identity protection to effectively address consumer cybersecurity challenges.According to Mike Jude, research director for IDC's Endpoint Protection practice, "Identity protection at the endpoint is not just an option; it's a necessity in today's complex cybersecurity landscape. As a result, consumer cybersecurity vendors are working to integrate their security products with identify protection capabilities."