Cover Image
Market Research Report
Product code 
941805

Security Consumer Segments and Journeys

Published: | Parks Associates | 64 Slides | Delivery time: 1-2 business days

Price

Back to Top
Security Consumer Segments and Journeys
Published: January 31, 2021
Parks Associates
Content info: 64 Slides
Delivery time: 1-2 business days
  • ALL
  • Description
  • Table of Contents
Description

SYNOPSIS:

Security solution providers must understand their customers and potential customers to develop appealing products and services and effective marketing messages. This research identifies security consumer segments and their personas based on consumer demographics and psychographics as well as purchase process journeys for security systems and devices.

ANALYST INSIGHT:

"Security faces a mixed bag environment resulting from COVID-19. Security consumers are adding ever more smart devices to their systems. However, some householders avoid installation and repair technicians entering their homes, cramping growth for traditional security systems but heightening willingness to acquire self-install security systems. Also countering downward pressure for traditional security system are strong new start home sales with a higher than average adoption of security." - Tricia Parks , CEO, Parks Associates.

Table of Contents

Table of Contents

Research Summary

Survey Methodology

Executive Summary

  • Industry Insight
  • Home Security System Ownership in US Broadband Households
  • Top 3 Important Conditions for Security System to Detect and Prevent
  • Security Segments Among US Broadband Households
  • High Likelihood of Making Security-Related Purchases
  • Top Ranked Security System Features
  • Purchase Method of Residential Security System by Household Segments

Security System Ownership

  • Home Security System Ownership in US Broadband Households
  • Interactive Home Security Systems
  • Home Security System Monitoring
  • Professional Monitoring with Interactive Services
  • Age of Home Security System
  • Length of Continuous Subscription to Professional Monitoring Services

Security Customer Segments

  • Description of Customer Segmentation Applied in this Study
  • Security Segments Among Broadband Households
  • Demographic Breakdown of Security Segments
  • Housing Breakdown of Security Segments
  • Security System Adoption by Segment
  • Ownership of Safety/Security Device by Security Segments
  • Likelihood of Purchasing System by Security Segments
  • Desired Protection by Security Segments
  • Intent to Purchase Safety/Security Deice by Security Segments
  • Top Security Capabilities by Security Segments
  • Desired New Services by Security Segments with Professional Monitoring
  • Security Attitudes by Security Segments
  • Experience with Safety/Security Issues by Security Segments
  • Purchase Trigger by Security Segments
  • Purchase Method of Residential Security System by Household Segments
  • Ownership of Second Home by Security Segments
  • COVID Concerns by Security Segments

Security Customer Preferences & Attributes

  • Beyond Intrusion Prevention: What is Important to Protect with Home Security System
  • Top 3 Important Conditions for Security System to Detect and Prevent
  • Top Ranked Security System Features
  • Lifestyle Activities in Home
  • Attitudes Toward Neighborhood
  • House or Auto Damage Experiences Among Security Consumers
  • Frequency of Using Voice Assistant Control
  • Frequency of Using Security System
  • Demographic Profile of Security System Customers
  • Housing Profiles of Security System Customers

Buyers Journey

  • High Likelihood of Switching or Subscribing to Professional Monitoring
  • High Likelihood of Making Security-Related Purchases
  • Security System Acquisition Channel
  • Payment Method Used to Acquire a Home Security System
  • Acquisition Triggers of Home Security System
  • Installation Method for Home Security Systems
  • Installation Method for Home Security System by Age of System
  • Average Upfront Fees for Home Security Systems

Appendix

  • Defining Heads of Broadband Households