A large number of consumers are unwilling to pay for software that will improve their mobile application security, giving providers the chance to step in wherever necessary.
This is according to Gartner, as it said that consumer adoption of antivirus software is generally low, which is where providers can lend their assistance to bring your own device initiatives.
Estimates from the group suggest that by 2015, 30 per cent of the criteria used by consumers when selecting a product will be based on the need to secure new mobile computing platforms.
Furthermore, product managers are advised to expand on their traditional consumer security product capabilities so that they are able to encompass all mobile device platforms, as well as traditional technology.
The low use of security products on mobile platforms, when combined with a fall in PC sales, will mean that the consumer security market faces growing challenges.
It is estimated by Gartner that every consumer has at least five devices at home that connect to the internet – however, they are more likely to have installed antivirus software on their laptop or desktop than a tablet or mobile phone.
Ruggero Contu, research director at Gartner, commented: "The current awareness of security and its impact on users of mobile devices is likely to change.
"Gartner expects attacks to focus increasingly on mobile platforms as they become more popular. This is likely to make consumers show more interest in security products that address mobile devices and acquire mobile security as part of a broader consumer endpoint security platform."
Until this situation arises, security providers will need to find alternative methods of maintaining revenue streams, especially if consumers decide to opt for free or preinstalled products.
At present, those who do choose to pay for antivirus software do so using online channels.