Residential security adoption rises to 33 percent

Up from 28 percent in 2018, Parks says 2020 does pose challenges
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Friday, April 17, 2020

DALLAS—Consumer Insights 2020 research from Parks Associates finds security system adoption, after holding steady at 25-28 percent for over five years, jumped up to 33 percent of U.S. broadband households at the end of 2019.

This growth comes as consumers have more options, including DIY and ad hoc monitoring through smart home devices. Parks Associates research emphasizes that 2020 will bring new challenges to the security industry as the COVID-19 pandemic is rapidly impacting the economy and consumer attitudes and behaviors.

“Year-end 2019 represented a big win for the residential security industry, but in 2020, the industry has to contend with the COVID-19 pandemic and its economic implications,” Parks Associates Senior Analyst Dina Abdelrazik said in the announcement. “Consumer demand for safety and security has long been considered a persistent driver through any market conditions, but the Great Recession showed home security is not recession-proof. Security firms need to continue to innovate and to pivot messaging to emphasize DIY options and family safety to ensure consumers see the essential value in their solutions.”

Consumer Insights 2020 presents the consumer perspective on the residential security market, with a nationwide survey of 10,000 U.S. broadband households fielded in 4Q 2019 and trending data from 2014. This research quantifies major trends in the market, including analysis of competition, self-installation, the adoption of interactive services and home controls, and the impact of standalone smart products.

Parks Associates’ latest research COVID-19: Impact on Consumer Spending and Behavior finds three out of four consumers say they are “cost conscious” as a result of COVID-19, so many households are already reassessing household services to reduce expenses.

“At the end of 2019, 16 percent of U.S. broadband households were planning to purchase a security-related solution in the next 12 months,” Abdelrazik said. “Current conditions will impact purchase behavior, but safety and security remain top-of-mind for households—whether it be through a professionally monitored solution or a networked camera, consumers want to feel that sense of security.”

Additional Parks Associates security data includes:
•    52 percent of security system owners who acquired their security system in the past 12 months self-installed their system
•    Self-installers are more likely to be satisfied with their security system than are households that used professional installers.
•    76 percent of security system intenders want interactive services.

Parks Associates is launching multiple surveys in 2020 to quantify the impact of the COVID-19 outbreak on consumer behaviors, purchasing, and usage of connected devices and services. For more information, contact [email protected].