Tuesday, September 24, 2013

Parks Associates analysts identify opportunities for growth in the home security market

New smart home research shows that nearly 10% of U.S. homeowners with broadband at home are strong candidates for security system adoption

New smart home consumer research from Parks Associates finds nearly 10% of U.S. homeowners with broadband at home, approximately 5 million households, considered purchasing a home security system over the past year but ultimately did not acquire one. Moreover, roughly one-half are still open to adoption. Just 2% of U.S. broadband households actually acquired a security system over the same time period.

Expanding the Base: From Security to Smart home, a project featuring results from multiple 2013 consumer surveys of U.S. broadband households, finds two-thirds of households without a security system express interest in “smart home” systems that provide a mixture of safety, security, and home control features.  This level of interest bodes well for service providers like AT&T Digital Life and Comcast that offer smart home service packages.

"The recession dampened the market for security, but there is demand for new systems,” said John Barrett, director, consumer analytics, Parks Associates. "The challenge is getting the right mix of features and pricing as well as communicating to consumers the value of a smart home system.”

Parks Associates data indicates that monthly service fees are a key sticking point for those considering adoption.

Parks Associates - Home Security consumer research

"Integrating security into a 'smart home system' creates a new value proposition within this market and will help lure new adopters," Barrett said. “Companies looking to increase the likelihood of adoption of professional security with smart home features must increase the value proposition for the overall package and service.”

Expanding the Base: From Security to Smart home analyzes the potential of growing the home security market through integrated, Internet-enabled packages, including research on current security owners and households considering security adoption.

For more information, visit www.parksassociates.com or contact sales@parksassociates.com, 972-490-1113.

About Parks Associates: Parks Associates, a woman-founded and certified business, is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates provides business intelligence and research services through its proprietary methodologies developed over decades, including quarterly surveys of 10,000 internet households.

The company's expertise crosses many industries: home security and smart home, streaming video, broadband and pay-TV services, digital media and platforms, gaming, Wi-Fi and home networks, connected health, support, consumer electronics, home control systems, energy management, and tech solutions for the multi-dwelling (MDU), small-to-medium business (SMB), and commercial building markets.

Each year, Parks Associates brings thousands of leaders together for its webinars and annual events. The firm hosts the annual executive research and strategy conferences CONNECTIONS™, Connected Health Summit, Smart Energy Summit, Smart Spaces, and Future of Video. https://www.parksassociates.com

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