目次
価格・ご注文についてこの調査レポートは、米国市場におけるホームセキュリティ市場を調査し、市場動向や利用状況などを掲載しています。
This report provides an overview of the residential security market. It includes an assessment of the recent, current, and mid-term future market, consumer data on monitored security households, a review of dealer activities and challenges, briefs on selected industry players for equipment and monitoring, market forecasts for U.S. residential security, and scenarios for the future, including potential catalysts and inhibitors to market health.
”Some industry leaders declare the security market to be recession proof, but it is not in terms of acquiring new customers and avoiding higher-than-typical loss of existing monitoring subscribers,” said Tricia Parks, CEO. “It may be recession resistant. Its core customers are not leaving, and the industry has been able to raise its monthly fees by over 10% since late 2007.”
TOP
CONTENTS
The Bottom Line
Data Points
Home Systems: Home Security- The Dashboard
1.0 Report Summary
1.1 Purpose of Report
1.2 Scope of Report
1.3 Research Approach
1.3.1 Source of Data
1.3.2 Glossary of Terms
2.0 U.S. Market Overview: Home Security
2.1 U.S. Home Security Market Status
2.2 Market Forces
2.2.1 Inhibitors and Catalysts for Security
2.2.1.1 Housing Starts:
2.2.1.2 Sales of Existing Homes:
2.2.1.3 Migration:
2.2.1.4 Crime Rates
2.2.1.5 Economic Conditions
2.2.1.6 Personal Experience
2.2.1.7 Geographic and Housing Type
2.2.2 Trends and Innovations
2.2.2.1 IP Based Platforms
2.2.2.2 Energy Monitoring and Control
3.0 Home Security: Industry Players
3.1 Hardware Manufacturers
3.2 Monitoring Providers
3.3 Emerging Innovators: IP Based Solutions
4.0 Home Security and Its Consumers
4.1 Home Security Sizing 2010
4.1.1 Segmenting for Risk Identification
4.1.2 Security Hardware Plays Second Fiddle to Service Provider
4.1.3 Monitoring Fee Increases
4.1.4 Features in Security Households and Their Value to Users
4.1.5 Satisfaction with Current Providers
4.1.6 Likelihood of Discontinuing Security Monitoring Service
4.1.7 Appeal and Future Intentions
4.1.8 Energy with Security Monitoring - An Emerging Service Addition?
5.0 Home Security: Dealers
5.1 Market Conditions for Dealers
5.2 Security Dealers’ System Offerings
6.0 Home Security: Forecasts and Methodology
7.0 Recommendations
FIGURES
Selected Home Security Definition
Housing Starts: History and Forecasts 1987 - 2014
A Comparison of Dangerous States to Rates of Installed Security Systems
Burglaries by Year 1992-2008
Crime in the U.S. with Recession Years Highlighted
U.S. GDP vs. Net Growth Rate for Monitored U.S. HHs
Security Systems by Geographic Type
Selected Concept Examples for Security System Benefit Expansion
Source: SDM’s 2009 Top Seventeen Providers (SDMmag.com)
Briefs on Selected Active Monitoring Companies
Percentage of U.S. Households with Security Systems, Monitored and Not Monitored
Average End-User Prices Paid for Security Systems 2009
Length of Time for Monitoring Among BB HHs
Core Monitoring Customers vs. Newcomers
Demographics of Monitoring Customers by Segment
Likelihood of Discontinuing Monitoring
Brands of Security Hardware in Monitored Security Households
Hardware Brands in Monitored Security Households
Monitoring Share by Provider
Features Present in Current Monitored Security Households
Top Six Monitoring Security Service Features
Top Six Desired Features among Security Households without Features Now
Most Valuable Current Security System Feature
Satisfaction with Security Provider
NPS Score for Security Provider
NPS by Security Customer Segment
Likelihood of Acquiring a Security System
Likelihood of Acquiring Monitoring Among Security System Intenders
Appeal of and Interest in Adding Energy Monitoring to Security Monitoring
Types of Systems Sold by Security Dealers
Types of Locations Served by Security Dealer Respondents
Respondent Dealers’ Role in Hardware Selection
Respondents’ Role in Choosing Monitoring Affiliation
Responding Dealers’ Positions in Company
Average 2009 Annual Sales for Security Dealers
Percentage of Installations in Single Family and MDU Dwellings
Dealer Revenues: Expected and Achieved 2009- 2010
Dealers Out of Business
Type of Security System Installed
Security Dealers: Length of Monitoring Contracts
Technologies Deployed by Security Dealers
Features Offered by Security Dealers beyond Intrusion Alert
Security Dealers’ View of Customers’ Most Valued Features
Equipment Offered by Security Dealers
Likelihood of Adoption IP-Based Systems by Security Dealers
Costs for Average and Basic Security Systems
Percentage of End User Costs for Hardware
Preferred Brand of Security Panel
Frequency of Objections Encountered by Security Dealers
Forecast Flow Chart
Housing Starts
Forecast for 2010 Residential Security Revenue
Total Security and Monitoring Revenues 2009 -2014
低調な販売と住宅着工にもかかわらず、セキュリティモニタリングの収益は上昇
米国の監視サービスの世帯あたりの支出額は2007年から15％上昇
ホームセキュリティ関連の企業は、価格の上昇にもかかわらず監視サービスを維持した固定客のおかげで、最悪の不況を切り抜けることができたと、米国調査会社パークスアソシエイツ社の調査レポート「米国のホームセキュリティシステム市場調査 2010年:分析と予測 ー Home Systems: Home Security - Analysis and Forecasts」は報告している。
この調査レポートは、米国世帯の監視サービスの料金は、2008-2010年の間に28.60ドルから32ドルまで増加したと報告している。米国の住宅販売が落ち込み、新規着工も激減したにもかかわらず、ホームセキュリティの収益が比較的堅調であったためである。これは、サービスの月額料金が上昇しても解約しない既存顧客による戦略であるが、今後も今までのようにうまく行くとは限らない。
「IP技術は、新規、既存、競争企業など、すべての産業にとってチャンスである。セキュリティ産業は、急速に料金を上げすぎて、新規参入企業に利するようなことになるのを避けなければならない。急速な値上げによって、短期的には収益をあげることができただろうが、長期的には不安定要因であるかもしれない。セキュリティ関連企業は、既存顧客に重荷を負わせるのではなく、むしろ新規顧客の獲得に注力するように態勢を立て直すほうがいいだろう」と、パークスアソシエイツ社のCEOであるTricia Parks氏は語る。
この調査レポートは、米国住宅のホームセキュリティ市場を調査している。現在と将来の市場を分析し、セキュリティ監視世帯の消費者データ、ディーラーの動向と課題、機器や監視の関連企業の詳細、市場予測、今後のシナリオ、促進要因と阻害要因などを記載している。
(原文)
11 May 2010
Security monitoring revenues increase despite declines in sales and home construction
Security Monitoring Fees for U.S. households have increased 15% since 2007 Home security companies have avoided the worst of the recession due to a stable core of consumers who have kept their monitoring services despite rising fees, according to international research firm Parks Associates.
In its latest report Home Systems: Home Security - Analysis and Forecasts, Parks Associates finds the average monitoring fee for a U.S. household increased from $28.60 to $32 between 2008 and 2010. This rise has kept revenues from home security relatively stable, despite declines in overall sales due to weak home sales and catastrophic drops in new starts. This strategy relies on a group of existing customers who will retain their service despite rising monthly costs, which has been successful but has its limits.
“IP technologies open the door on all industries to new, nontraditional competitors,” said Tricia Parks, CEO, Parks Associates. “Moving forward, the security industry must be careful not to raise monthly fees too quickly, or it risks accelerating entry of these new players. Continued aggressive fee increases may create short-term benefits but risk long-term turbulence. Instead, security companies need to reposition to win new customers, rather than expecting their existing customers to carry the burden.”
Home Systems: Home Security - Analysis and Forecasts provides an overview of the U.S. residential security market. It includes an assessment of the current and future market, consumer data on monitored security households, a review of dealer activities and challenges, briefs on selected industry players for equipment and monitoring, market forecasts, and scenarios for the future, including potential catalysts and inhibitors to market health.
