Comparative Analysis of User Reviews of Mobile Security Applications: Evidence from McAfee, Avast and AVG

Abstract

Purpose – The aim of this study is to analyze user reviews and star ratings related to the McAfee, Avast, and AVG applications.
Design/methodology/approach – This research employed the text mining method. The data and text set were compiled using Apify, an application programming interface (API). Through Apify, user reviews, review dates, and associated star ratings were retrieved from the Google Play platform for the McAfee, Avast, and AVG Android applications. Within the period between 2011 and 2025, a total of 7015 user reviews for McAfee, 36679 for Avast, and 44480 for AVG were collected. The resulting data and text set were analyzed and interpreted using the text mining software QDA Miner® and WordStat®.
Results – As a common indicator of positive user experiences, high-frequency occurrences of phrases with favorable connotations such as “highly recommend,” “a great,” “a good,” and “wonderful” were observed across all three applications. Notably, in AVG and Avast, there were also reviews expressing concerns regarding data privacy. An examination of star ratings revealed that as ratings decreased, the tone of reviews shifted from positive expressions toward technical criticisms and statements of dissatisfaction. Analysis of user reviews for McAfee, Avast, and AVG antivirus applications between 2020 and 2025 indicated a shared trend: while earlier reviews predominantly featured emotional and general evaluations, later reviews increasingly emphasized technical and functional feedback.
Discussion – The findings reveal that users’ cybersecurity awareness has increased, and that they now expect not only basic protection but also integrated security solutions from such applications. Furthermore, users appear to be more sensitive to operational issues such as licensing policies, software continuity, and consistency in user experience. The study theoretically contributes to the existing literature by examining user experiences related to mobile security applications through online user reviews and providing empirical evidence based on real user feedback. From a practical perspective, it offers actionable insights for developers and policymakers regarding privacy concerns, trust perceptions, and user expectations toward mobile antivirus applications.