安全监控：商业模式、定价和裁员

住宅安全市场正在经历彻底的重组时刻。 自安装和自监控系统选项扩大了市场并创造了数以百万计的新安全之家。

本报告对安防监控市场进行了研究和分析，量化并检验了为安防系统所有者推荐的商业模式、推荐的价格范围及其下滑的原因。

内容

执行摘要

• 拥有安全系统
• 安装安全系统的近期买家
• 采用安全服务
• 更换监控提供商的可能性很大
• 美国互联网家庭的安全家庭人口统计
• 技术亲和力：按安全监控服务
• 如何安装所有家庭安全系统
• 在过去 12 个月内获得的家庭安全系统安装方法
• 采用新服务的可能性很高
• 取消安全系统合同的可能性：按年龄段
• 如果提供奖励，很可能会重新考虑终止合同

美国互联网家庭安全系统概览 - 2022

• 拥有家庭安全系统
• 家庭安全家庭互动系统
• 采用安全解决方案
• 采用安全服务
• 引入家庭安全系统和服务
• 家庭安全系统安装
• 如何安装所有家庭安全系统
• 在过去 12 个月内获得的家庭安全系统安装方法
• 现代系统购买者正在考虑的替代安全解决方案
• 美国互联网家庭的安全家庭人口统计

住宅安全服务

• 采用安全服务
• 安全监控服务：按安装方法
• 顶级安全系统品牌
• 顶级专业监控服务提供商，同比增长
• 付费家庭安全服务年同比
• 付费家庭安全服务：按服务提供商分类
• 专业监测服务提供商的净推荐值 (NPS)
• 2022 年 7 月 NPS 十大品牌
• 顶级专业监控提供商的 NPS，环比

安防监控设备融资及推荐商业模式

• 家庭安全系统的平均前期价格
• 安全系统设备的付款方式
• 安全系统设备的付款方式：按安装方式
• 安全系统设备的付款方式：单独的安全服务费

安全服务费和新服务

• 家庭安全服务的平均月费，同比
• 2022 年 7 月前 10 大品牌的平均月费
• 家庭安全服务的 ARPU：按代
• 家庭安全服务的 ARPU（按年龄段划分）
• 家庭安全服务的 ARPU（按家庭规模划分）
• 对安全系统所有者的附加服务非常感兴趣

获取路径和触发器

• 近期买家的安防系统采购路径
• 最近买家的安全系统购买地点
• 我为什么要获得安全系统
• 安全监控服务：通过购买触发器
• 有处理事故和房屋损坏的经验
• 非入侵：安全系统检测到的前 3 种情况
• 除入侵防护外最需要的 3 项功能

监控提供商流失

• 在过去 12 个月内对您的家庭安全系统所做的更改
• 为什么要更换专业监控提供商？
• 取消专业监控服务的原因
• 很有可能改用新的专业监控服务提供商
• 订阅专业监控服务的可能性很高
• 更换监控提供商的可能性很高：按家庭安全服务月费

流失和保留激励措施

• 很有可能取消手錶服务
• 安全系统的可取消性：按代
• 取消安全系统的可能性：按年龄段
• 计划取消的人的剩余合同期
• 合同条款对取消计划的影响
• 保留激励措施对客户流失计划的影响
• 服务价格折扣作为留存工具的影响

自我监控：原因与选择

• 为什么选择我们的自我监控服务？
• 为什么选择特定的监控服务而不是其他选项？
• 对自我监控安全系统的态度
• 这些是否鼓励您加入 Professional Monitoring？
• 从自我监控转为专业监控的原因

安全系统意图

• 安防系统采购及采购意向
• 安全系统监控和响应方法
• 很有可能被改成专业的监控安全系统

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