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.
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
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
