Security Buyers: Purchase Trends and Triggers

Security solution providers must understand their past and potential to develop compelling products and effective marketing strategies. This study quantifies security buyers’ purchase trends and triggers, including drivers and barriers, influencers, purchase channel preferences for product and service bundles, purchase processes, and importance of incentives, such as discounts, financing, or rebates from an insurance provider.

Price: $12,000.00

Purchase Questions?



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Security Buyers Purchase Trends and Triggers

Survey Methodology and Definitions

Respondent Quotas: Age, Income, Education, Gender

Executive Summary

Home Security System Ownership

Q2 2021 Attitudes

Interest in Security System Add-on Service

House Accident or Damages

Monitoring Service Type Among HHs with Self-Installed Security Systems

Installation Method for Home Security Systems Acquired within the Past 12 Months

Security System Intenders’ System Type

Intenders’ Desires for Add-On Smart Home Device

Distribution of Life Stage Segments Among Security System Owners

Security System Ownership by Life Stage Segments

Security Market Core Metrics

Home Security System Ownership

Home Security System Ownership: Professional vs. Self-Monitored Services

Home Security System Ownership: Professional vs. Self-Installation

Interactive Systems Among Home Security Households

Second Property Security System Ownership

Second Property Professional Monitoring Subscription

Average Upfront Fees for Home Security Systems, YoY

Payment Method Used to Acquire a Home Security System

Age of Home Security System

System Use: Frequency and Use Cases

Frequency of Using Security System

Beyond Intrusion Prevention: What other protection do consumers want from their home security system?

Beyond Intrusion Prevention: What is Important to Protect Through Home Security Systems

Most Important Desired Detection by Security System (After Intrusion in Home)

Top 3 Important Conditions for Security System to Detect and Prevent

Personal Security Events Experienced

Voice Assistant Control of Security System

Smart Speaker/Display Adoption, by Security Adoption

Reasons for Not Using Voice Assistant to Control Security System

Smart Security Features and Services, Among Professional Monitoring Subscribers

Monitoring Deep Dive

Professional Monitoring Service Subscription, YoY

Professional Monitoring Service Subscription, QoQ

Home Security System Monitoring

Monitoring Service Type Among Pro-Installed Security Systems

Monitoring Service Type Among Self-Installed Security Systems

Average Monthly Fee for Professionally Monitored Security Service, YoY

Professional Monitoring Service ARPU by Top 10 Brands

Length of Continuous Subscription to Professional Monitoring Service

Reasons for Cancelling Professional Monitoring Security Service

Self-Monitoring of Security Systems

Paying for Self-Monitored Security Service

Switched from Self- to Professional Monitoring in Past 12 Months

Reason for Switching from Self- to Pro Monitoring

Intention to Subscribe to Pro Monitoring, Among Self-Monitored Security Owners

Competitive Trends and Provider Switching

Top Professional Monitoring Service Providers, YoY

Home Services Net Promotor Scores by Sector, 2019-2021

NPS of Top Professional Security System Monitoring Providers, QoQ

High Satisfaction with Handling of the COVID-19 Crisis by Provider

Changes Made to Home Security System in the Past 12 Months

Reason for Switching Professional Monitoring Providers

High Likelihood of Switching to New Professional Monitoring Service Provider

High Likelihood of Subscribing to Professional Monitoring Service

Likelihood of Switching Professional Monitoring Provider by Top 10 Provider

Purchases, Triggers, and Channels

Security System Purchases and Intention to Buy

Security System Purchase Channels

Acquisition Triggers of Home Security System

Top Desired Features For Security System

Interest in Security System Add-on Service

Security System Purchase Preference: Installation Method

Security System Purchase Preference: System Type

Security System Purchase Preference: Add-On Smart Home Device

Security System Purchase Preference: Purchase Location

Home Security Installation / DIY

Installation Method for Home Security Systems

Installation Method for Pro-Monitored Security Systems

Installation Method for Home Security Systems Acquired within the Past 12 Months

Self-installed Security System Providers

Acquisition Triggers of Home Security System

Smart Home & Security

Smart Home Device Ownership by Segments

Additional Devices Added After Initial Installation

Add-On Smart Home Device of Security System

Installation Method for Add-On Smart Home Device

User Segmentation: Life Stages

Key Terms and Definitions

Distribution of Life Stage Segments Among Security System Owners

Security System Ownership by Life Stage Segments

Security System Purchase Intention by Life Stage Segments

Top Conditions Seek to Detect or Prevent by Life Stage Segments

Professional vs Self-Installation Security System by Life Stage Segments

Tracking beacons/ tags for personal property

Video Analytics to Identify People, Cars, Packages, etc.

AI to identify, predict, prevent threatening conditions

Video Camera/Doorbell with Video Storage

Panic button/PERS with Fall Detection

Appendix

Demographics of Security System Owners

Housing Demographics of Security System Owners

Publish Date: 1Q 2022

Slides: 83


Authored By:
Jennifer Kent - Vice President, Research
Yilan Jiang - Senior Director of Consumer Analytics

Published by Parks Associates
© January 2022 Parks Associates

All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America.

Disclaimer
Parks Associates has made every reasonable effort to ensure that all information in this report is correct. We assume no responsibility for any inadvertent errors.

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