5.28.19 – SSI
New research by Parks Associates finds consumers still prefer professionally installed home security systems, but DIY continues to experience growth.
DALLAS — At the end of last year 28% of broadband households in the United States reported the presence of an active security system, marking a 2% increase from the fourth quarter the year prior, with 24% subscribing to professional monitoring, according to new research from Parks Associates.
The new study, titled “Connected Trends & Disruption in Home Security,” reports that more than 1 in 2 (52%) households that are highly likely to purchase a residential system in the next 12 months plan to buy a system that is self-installed.
“Professional installation continues to be the dominant choice for home security systems, but self-installation continues to experience growth,” says Dina Abdelrazik, senior analyst, Parks Associates. “Self-install security systems have made a mark. Self-installed security solutions have the potential to significantly lower the cost of security and, in doing so, expand the market beyond that which is currently serviced by the professionally monitored security industry.”
The new study reveals consumer purchase intentions for 2019 are roughly parallel to those of 2018 — 15% of broadband households report an intention to acquire a residential system, with 8% reporting high intentions.
The study provides insights on what is driving the market and quantifies the trends, the competition, channels and value-added services for the residential security market.
- About one-third of security system owners report having a camera, and about 25% report having a video doorbell or smart door lock.
- The 28% of current security system owners report having higher than average household income, higher education levels than average, are more likely to have children at home, and most often own their homes.
“Some providers and manufacturers believed smart home additions would pull security systems into 50% of U.S. households, but current trends indicate this will not happen soon,” Abdelrazik says. “Security providers, particularly traditional players, are taking steps to incorporate the sale of adjacent devices into their offerings. Networked cameras and video doorbells in particular are having early success, but providers need stronger holistic explanations for selling across device categories, including energy and convenience. Providing the ability to self-install additional smart home devices to existing security systems helps to move the needle forward.”