A lot is about preference and trust. Which for me means no McAfee, Norton, Avast or AVG. All because of personal experiences on either my own pc or on that of family. Though I have to say that's all been 10-15 years ago.
Norton (2003 IIR) was late with definitions for Netsky.P. As a result a lot of Norton users, my parents included, got infected.
Before that I had an infection on an up-to-date McAfee protected pc. That infection was even worse as the virus was around half a year old. IIRC correctly it came from opening a file from inside a zip archive.
After those 2 I used AVG and later Avast. Again, this is at least 10 years ago, but in those days I wouldn't even have called them a security product. They were very bad. Both let a lot of stuff through, especially from e-mails, archived files and infected websites.
I know McAfee was purchased by Intel. No idea if there are any consequences when it comes to quality. We use it at work, but several colleagues regularly have infections on their pc.
From what I've heared and read, Symantec got there act together when it came to Norton. No idea if it's good and user friendly now, but I know it's better than it was in the 1st years of the previous decade.
Avast I don't know much about nowadays, except that it's free.
AVG seems to have regular false positives, especially on Windows system files.
Personally I've chosen for a product which is in the top of various tests every year, GDATA. If I wouldn't have chosen that 1, I would probably have chosen BitDefender or Kaspersky. Quality wise I'm happy with GDATA. The firewall could be more user friendly. Blocking programs is too much manual labour.
Knowing Avast and AVG usually end up as average in tests and Microsoft Security Essentials ending at the bottom, I'm wondering how people know their pc is still clean. Do you use a webscan on sites like BitDefender? Your AV not finding anything or not giving any warnings, doesn't mean your system is clean.
I occasionally scan online. Except for GDATA, I also have a registered version of Malware Bytes Antimalware. On top of that I use Spybot Search & Destroy and SpywareBlaster. As a browser I use Pale Moon with the Adblock Edge and Ghostery add-on.