安全監控：商業模式、定價和裁員

住宅安全市場正在經歷徹底的重組時刻。 自安裝和自監控系統選項擴大了市場並創造了數以百萬計的新安全之家。

本報告對安防監控市場進行了研究和分析，量化並檢驗了為安防系統所有者推薦的商業模式、推薦的價格範圍及其下滑的原因。

內容

執行摘要

• 擁有安全系統
• 安裝安全系統的近期買家
• 採用安全服務
• 更換監控提供商的可能性很大
• 美國互聯網家庭的安全家庭人口統計
• 技術親和力：按安全監控服務
• 如何安裝所有家庭安全系統
• 在過去 12 個月內獲得的家庭安全系統安裝方法
• 採用新服務的可能性很高
• 取消安全系統合同的可能性：按年齡段
• 如果提供獎勵，很可能會重新考慮終止合同

美國互聯網家庭安全系統概覽 - 2022

• 擁有家庭安全系統
• 家庭安全家庭互動系統
• 採用安全解決方案
• 採用安全服務
• 引入家庭安全系統和服務
• 家庭安全系統安裝
• 如何安裝所有家庭安全系統
• 在過去 12 個月內獲得的家庭安全系統安裝方法
• 現代系統購買者正在考慮的替代安全解決方案
• 美國互聯網家庭的安全家庭人口統計

住宅安全服務

• 採用安全服務
• 安全監控服務：按安裝方法
• 頂級安全系統品牌
• 頂級專業監控服務提供商，同比增長
• 付費家庭安全服務年同比
• 付費家庭安全服務：按服務提供商分類
• 專業監測服務提供商的淨推薦值 (NPS)
• 2022 年 7 月 NPS 十大品牌
• 頂級專業監控提供商的 NPS，環比

安防監控設備融資及推薦商業模式

• 家庭安全系統的平均前期價格
• 安全系統設備的付款方式
• 安全系統設備的付款方式：按安裝方式
• 安全系統設備的付款方式：單獨的安全服務費

安全服務費和新服務

• 家庭安全服務的平均月費，同比
• 2022 年 7 月前 10 大品牌的平均月費
• 家庭安全服務的 ARPU：按代
• 家庭安全服務的 ARPU（按年齡段劃分）
• 家庭安全服務的 ARPU（按家庭規模劃分）
• 對安全系統所有者的附加服務非常感興趣

獲取路徑和觸發器

• 近期買家的安防系統採購路徑
• 最近買家的安全系統購買地點
• 我為什麼要獲得安全系統
• 安全監控服務：通過購買觸發器
• 有處理事故和房屋損壞的經驗
• 非入侵：安全系統檢測到的前 3 種情況
• 除入侵防護外最需要的 3 項功能

監控提供商流失

• 在過去 12 個月內對您的家庭安全系統所做的更改
• 為什麼要更換專業監控提供商？
• 取消專業監控服務的原因
• 很有可能改用新的專業監控服務提供商
• 訂閱專業監控服務的可能性很高
• 更換監控提供商的可能性很高：按家庭安全服務月費

流失和保留激勵措施

• 很有可能取消手錶服務
• 安全系統的可取消性：按代
• 取消安全系統的可能性：按年齡段
• 計劃取消的人的剩餘合同期
• 合同條款對取消計劃的影響
• 保留激勵措施對客戶流失計劃的影響
• 服務價格折扣作為留存工具的影響

自我監控：原因與選擇

• 為什麼選擇我們的自我監控服務？
• 為什麼選擇特定的監控服務而不是其他選項？
• 對自我監控安全系統的態度
• 這些是否鼓勵您加入 Professional Monitoring？
• 從自我監控轉為專業監控的原因

安全系統意圖

• 安防系統採購及採購意向
• 安全系統監控和響應方法
• 很有可能被改成專業的監控安全系統

SYNOPSIS:

The residential security market is in a moment of fundamental realignment. Self-install and self-monitoring system options have expanded the market and resulted in millions of new security households. This flagship study quantifies and examines security system owners' preferred business models, preferred price points, and reasons for attrition.

ANALYST INSIGHT:

"In 2023, residential security providers will continue to push the envelope on product innovation and services they provide in order to increase revenue in a market of slowing adoption." - Ryan Hulla , Research Analyst, Parks Associates.

Table of Contents

Executive Summary

• Security System Ownership
• Installation Among Recent Security System Buyers
• Adoption of Security Services
• High Likelihood to Switch Monitoring Provider
• Demographics of Security Households in US Internet Households
• Technology Affinity by Security Monitoring Services
• Installation Method for All Home Security Systems
• Installation Method for Home Security Systems Acquired within the Past 12 Months
• High Likelihood of Adopting New Services
• Likelihood of Cancelling Security System Contract by Age Group
• High Likelihood of Reconsidering Cancellation When Offered Incentive

An Overview of Security Systems in US Internet Households - 2022

• Home Security System Ownership
• Interactive Systems Among Home Security Households
• Security Solution Adoption
• Security Service Adoption
• Home Security System & Service Adoption
• Home Security System Installation
• Installation Method for All Home Security Systems
• Installation Method for Home Security Systems Acquired within the Past 12 Months
• Alternative Security Solutions Considered, Among Recent System Buyers
• Demographics of Security Households in US Internet Households

Residential Security Services

• Adoption of Security Services
• Security Monitoring Service by Installation Method
• Top Security System Brands
• Top Professional Monitoring Service Providers, YoY
• Paid Home Security Service, YoY
• Paid Home Security Service by Service Provider
• Professional Monitoring Service Provider Net Promoter Score (NPS)
• Top 10 Brands by NPS, July 2022
• NPS of Top Professional Monitoring Providers, QoQ

Equipment Financing and Preferred Business Models for Security Monitoring

• Average Upfront Fees for Home Security Systems
• Security System Equipment Payment Method
• Security System Equipment Payment Method by Installation Method
• Security System Equipment Payment Method by Security Service Fees

Security Service Fees & New Services

• Average Monthly Fee for Home Security Service, YoY
• Avg Monthly Fee by Top 10 Brands, July 2022
• Home Security Service ARPU by Generation
• Home Security Service ARPU by Age Group
• Home Security Service ARPU by Family Size
• Security System Owner High Interest in Additional Services

Acquisition Channels and Triggers

• Security System Purchase Channels Among Recent Buyers
• Security System Purchase Location Among Recent Buyers
• Triggers of Security System Acquisition
• Security Monitoring Service by Purchase Triggers
• Experience of Accident or House Damage
• Beyond Intrusion: Top 3 Conditions for Security System to Detect
• Top Three Desired Features Beyond Intrusion Protection

Monitoring Provider Churn

• Changes Made to Home Security System in the Past 12 Months
• Reason for Switching Professional Monitoring Provider
• Reason for Cancelling Professional Monitoring Service
• High Likelihood of Switching to New Professional Monitoring Service Provider
• High Likelihood of Subscribing to Professional Monitoring Service
• High Likelihood of Switching Monitoring Providers by Monthly Home Security Service Cost

Cancellations and Retention Incentives

• High Likelihood of Cancelling Pro-Monitoring Service
• Likelihood of Cancelling Security System by Generation
• Likelihood of Cancelling Security System Contract by Age Group
• Left Length of Contract, Among Intended Cancellers
• Impact of Contract Terms on Cancellation Plans
• Impact of Retention Incentive on Cancellation Plans
• Impact of Service Pricing Discount as Retention Tool

Self-monitoring: Reasons and Selection

• Reason for Choosing Self Monitoring Service
• Reason for Choosing Specific Monitoring Service Than Other Options
• Attitudes toward Self-Monitored Security System
• Would these prompt you to subscribe to professional monitoring?
• Reason for Switching from Self to Professional Monitoring

Security System Intentions

• Security System Purchase and Intention to Buy
• Method of Security System Monitoring and Responding
• High Likelihood of Change to My Pro-Monitored Security System