Funny how Kaspersky thinks what it comes down to are people who are afraid of change, when there's also just people who are also not too happy with the direction Microsoft is taking their OS. And then there's the fact that their stats only come from users who still use Kaspersky, which might be mostly businesses, instead of the average joe, skewing the data.
I moved to a linux-only system for about 5 years now, and it's been great, as a daily-driver and a learning experience as well. Microsoft does so much hand-holding that it's own users are not expected to care about security and privacy.