Google and the former Assocation of American Retired Persons (AARP.org - via wikipedia) have co-produced a set of six videos geared to help educate the masses on the types of things people should be doing to protect themselves better on-line. The messages here are great for the average Internet user, and contains information on Safe starts, Practicing password safety, Sharing your content safely online, Know what's posted about you online, Shopping safely online, and Avoiding phishing scams.
In a study completed and published by Avira ( http://www.avira.com/en/company_news/recognition_performance_virus_protection.html ) The results of the survey showed that for 34 percent (3,207 respondents) a long-established, trustworthy brand was key. Almost as many users, 33 percent (3,077 respondents), based their decision on the virus detection rates achieved in independent tests. Detection rates - lets call this effectiveness of the control - as this is the key metric used to measure effectiveness. This is a skewed metric as for the large majority of evaluations (ICSALabs, VB100, etc) use the "in-the-wild" or ITW list of viruses to perform the evaluations. There is no evaluation of these product's ability to respond or even detect newly released virus and malware. In all honesty really what we are dealing with here is preventative vulnerability management not virus detection and correction, and in my opinion there are four types of preventative protections required f