@RAI Hello, and welcome here.

Firstly, the reasons you or I won't use Norton are not the same as the reasons a regular computer user would not use it. We are offended by it's code, its bloatedness. For users, they just see something that has a green tick that comforts their fears that Norton is inspiring in the first place.

I fix computers for a living so I’m dealing with this issue often. Let me give you some concrete reasons why a user shouldn't use it.

* It costs a lot of money
* Microsoft security essentials is free

Money is what matters to a regular user. You can tell them about speed, you can tell them about anything else, but they won't feel safe switching until you can reassure them with something that will be better, but also cheaper.

Another thing that I always explain to users is that an anti-virus does not prevent viruses getting on to a computer (it doesn't patch security holes in other people's software, obviously), it's only a clean-up tool. Your web browser is the no.1 piece of security software and using Firefox with AdBlock Plus will do more for the user's safety than any amount of money spent on an anti-virus.

Once I've installed Firefox, AdBlock Plus and MSSE, users find their computer infinitely quicker, nicer to use and they have a whole lot less problems.

So in short, identify what matters to them, not just you.

If you have any questions in private, please just e-mail me. I don't guarantee a quick response as I am busy.