Security Consumer Segments and Journeys

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.

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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

Publish Date: 1Q 2021

Slides: 64


Authored By:
Tricia Parks - Founder and CEO
Yilan Jiang - Director

Published by Parks Associates
© January 2021 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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