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Home Security - UK - May 2014

“People are far more likely to think they live in an area with a low risk of break-ins than an area of high risk. This creates a sense of false security or even complacency about home security. We see that people’s ownership of home security products is much higher after they have experienced a security incident such as a break-in or a fire, indicating that when awareness rises people will take action to make improvements. So marketing needs to highlight the consequences of bad things happening, before showing the way to a safer, more secure future.”

– Jane Westgarth, Senior Market Analyst

Some questions answered in this report include:

  • How relevant is the ‘Smart Home’ in the market for security products and services?
  • Does it matter to people that their retailers are trained and qualified?
  • What matters more – to feel secure or to be secure?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Consumer spend on home security hardware, 2008-18
              • Figure 2: Consumer spend on home security hardware, by segment, 2013 (est)
            • Market factors
              • Figure 3: Domestic burglaries, England and Wales, 1981-2013
              • Figure 4: Number of accidental domestic fires attended by fire service, Great Britain, 2001-12
            • The changing demographics of the UK
              • Companies, brands and innovation
                • Retail distribution
                  • Figure 5: Distribution of home security products, by value, 2013 (est)
                • The consumer
                  • Figure 6: Incidents in the last five years, March 2014
                  • Figure 7: Home safety products installed or replaced since moving into present home, March 2014
                  • Figure 8: Risk of burglary in the area, March 2014
                • Ways people prevent break-ins
                  • Figure 9: Ways of preventing burglary or break-ins, March 2014
                • Attitudes towards home safety
                  • Figure 10: Attitudes towards home safety, March 2014
                • Preferred retailers for home security products
                  • Figure 11: Preferred retailers for security products, March 2014
                  • Figure 12: Factors influencing choice of retailer for home security products, March 2014
                • What we think
                • Issues and Insights

                    • How relevant is the ‘Smart Home’ in the market for security products and services?
                      • The facts
                        • The implications
                          • Does it matter to people that their retailers are trained and qualified?
                            • The facts
                              • The implications
                                • What matters more – to feel secure or to be secure?
                                  • The facts
                                    • The implications
                                    • Trend Application

                                        • Trend: Help Me Help Myself
                                          • Trend: Retired for Hire
                                            • Trend: Life Hacking
                                            • Internal Market Environment

                                              • Key points
                                                • Falling numbers of domestic burglaries
                                                  • Figure 13: Domestic burglaries, England and Wales, 1981-2013
                                                • Looking for burglary hotspots
                                                  • Beware of the dog
                                                    • Figure 14: Dog ownership, by age and socio-economic group, July 2013
                                                    • Figure 15: Dog ownership, by size of household, July 2013
                                                  • Secured by Design
                                                    • Neighbourhood Watch (www.ourwatch.org.uk)
                                                      • Rainy weather dampens fires
                                                        • Figure 16: Number of accidental domestic fires attended by fire service, Great Britain, 2001-12
                                                      • Smoke alarm legislation
                                                        • Smoke alarm ownership
                                                          • Figure 17: Percentage of homes with smoke alarms, Great Britain, 2001-08
                                                        • Smoke alarms detect fires earlier and reduce death rates
                                                          • Smoke alarm failures
                                                            • Carbon monoxide alarms
                                                            • Broader Market Environment

                                                              • Key points
                                                                • A million more households
                                                                  • The housing market returns to growth
                                                                    • Figure 18: UK residential housing transactions, 2009-15
                                                                  • Seven in 10 now own a smartphone
                                                                    • Figure 19: Personal ownership of mobile phones, January 2012-December 2013
                                                                  • Summary of key economic and demographic trends
                                                                  • Competitive Context

                                                                    • Key points
                                                                      • Figure 20: Index of consumer spending on goods and services for the home, 2008-13
                                                                      • Figure 21: Consumer spending on goods and services for the home, 2008 and 2013
                                                                  • Strengths and Weaknesses in the Market

                                                                    • Strengths
                                                                      • Weaknesses
                                                                      • Who’s Innovating?

                                                                        • Key points
                                                                          • Google enters home security via the takeover of Nest
                                                                            • Mintel Inspire Trend: Cam Cam
                                                                              • A smarter home: ADT Pulse
                                                                                • Mintel inspire trend: Access All Areas
                                                                                  • Environmentally safe: Alarm.com
                                                                                    • Mintel inspire trend: Eco and Ego
                                                                                      • The rise of the ‘smart lock’
                                                                                        • Love Master Lock: a unique combination
                                                                                          • Symbiotic alarms
                                                                                          • Market Size and Forecast

                                                                                            • Key points
                                                                                              • Figure 22: Consumer spend on home security hardware, 2008-18
                                                                                            • Flat market conditions
                                                                                              • Figure 23: Consumer spend on home security hardware, 2008-13
                                                                                              • Figure 24: Consumer spend on home security hardware, by segment, 2013 (est)
                                                                                            • Market segmentation
                                                                                              • Figure 25: Estimated consumer spend on home security hardware, by segment, 2008-13
                                                                                            • Intruder alarms and external lighting
                                                                                              • Smoke and carbon monoxide detectors
                                                                                                • Locks and other hardware
                                                                                                • Companies and Products

                                                                                                  • Assa Abloy
                                                                                                    • Figure 26: Assa Abloy EMEA (Europe, Middle East and Africa), financial results, 2009-12
                                                                                                  • United Technologies Corporation
                                                                                                    • Figure 27: UTC Climate, Controls & Security, 2008-12
                                                                                                  • Dyno Locks and Alarms
                                                                                                    • Honeywell Security
                                                                                                      • Figure 28: Honeywell Automation and Control Solutions (ACS) five-year overview, 2009-13
                                                                                                    • Sprue Aegis
                                                                                                      • Figure 29: Sprue Aegis five-year summary, 2008-12
                                                                                                    • Master Lock
                                                                                                      • ADT Home Security
                                                                                                        • SmartWater
                                                                                                          • Figure 30: SmartWater financial results, 2012 and 2013
                                                                                                        • Selectamark
                                                                                                          • Electronics Line
                                                                                                          • Channels of Distribution

                                                                                                            • Key points
                                                                                                              • Figure 31: Distribution of home security products, by value, 2013 (est)
                                                                                                              • Figure 32: Preferred retailers for home security products, March 2014
                                                                                                            • Security specialists
                                                                                                              • Big chains dominate DIY retailing
                                                                                                                • Figure 33: Market share of DIY retailing, by value, 2013 (est)
                                                                                                              • Three big chains dominate DIY
                                                                                                                • Mixed-goods retailers are gaining ground
                                                                                                                  • Non-specialists in DIY
                                                                                                                  • Brand Communication and Promotion

                                                                                                                    • Key points
                                                                                                                      • Main media advertising flat for three years
                                                                                                                        • Figure 34: Main media advertising, home security, 2010-13
                                                                                                                      • ADT dominates advertising spend
                                                                                                                        • Figure 35: Main media advertising, home security, 2013
                                                                                                                      • ADT increases advertising support
                                                                                                                        • Figure 36: Main media advertising, home security, ADT Fire & Security, 2010-13
                                                                                                                        • Figure 37: Main media advertising, home security, government agencies, 2010-13
                                                                                                                    • The Consumer – Security Incidents in the Last Five Years

                                                                                                                      • Key points
                                                                                                                        • Security incidents in the last five years
                                                                                                                          • Figure 38: Incidents in the last five years, March 2014
                                                                                                                        • 12% of respondents have had security incidents
                                                                                                                          • 16-34s and full-time workers most vulnerable
                                                                                                                            • One in five Londoners have had break-ins
                                                                                                                              • Targeting the wealthy
                                                                                                                              • The Consumer – Security Products Installed by Householders

                                                                                                                                • Key points
                                                                                                                                  • Safety products installed by households
                                                                                                                                    • Figure 39: Home safety products installed or replaced since moving into present home, March 2014
                                                                                                                                    • Figure 40: Home security products installed or replaced since moving into present home, March 2014
                                                                                                                                  • Older homeowners are the most security-conscious
                                                                                                                                    • Figure 41: Home security products installed or replaced since moving into present home, by age, March 2014
                                                                                                                                  • Highest uptake among people with healthy finances
                                                                                                                                    • Low uptake among renters
                                                                                                                                      • Break-ins stimulate action
                                                                                                                                        • Figure 42: Security products installed by householders, by security incidents in the last five years, March 2014
                                                                                                                                    • The Consumer – Preventing Break-ins

                                                                                                                                      • Key points
                                                                                                                                        • Attitudes towards risk
                                                                                                                                          • Figure 43: Risk of burglary in the area, March 2014
                                                                                                                                          • Figure 44: Risk of burglary in the area, by age and area, March 2014
                                                                                                                                        • Ways people prevent break-ins
                                                                                                                                          • Figure 45: Ways of preventing burglary or break-ins, March 2014
                                                                                                                                        • Keys out of sight
                                                                                                                                          • Home insurance
                                                                                                                                            • Visible alarms deter burglars
                                                                                                                                              • Alarms are ignored
                                                                                                                                                • Alarms for night-time
                                                                                                                                                  • Change the locks
                                                                                                                                                    • Beware of the dog
                                                                                                                                                      • Working with the neighbours
                                                                                                                                                        • Scope to grow property marking
                                                                                                                                                        • The Consumer – Attitudes towards Home Safety

                                                                                                                                                          • Key points
                                                                                                                                                            • Attitudes towards home safety
                                                                                                                                                              • Figure 46: Attitudes towards safety alarms/safety products, March 2014
                                                                                                                                                            • People test alarms regularly
                                                                                                                                                              • Pent-up demand for alarms
                                                                                                                                                                • Lack of engagement with fire equipment
                                                                                                                                                                  • Safety habits
                                                                                                                                                                    • Moving makes people more security-conscious
                                                                                                                                                                    • The Consumer – Preferred Retailers for Home Security Products

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Preferred retailers for home security products
                                                                                                                                                                          • Figure 47: Preferred retailers for security products, March 2014
                                                                                                                                                                      • The Consumer – Factors Influencing Choice of Retailer for Home Security Products

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Factors influencing choice of retailer for home security products
                                                                                                                                                                            • Figure 48: Factors influencing choice of retailer for home security products, March 2014
                                                                                                                                                                          • How DIY shoppers and shoppers at specialists compare
                                                                                                                                                                            • Figure 49: Factors influencing choice of retailer for home security products, DIY shops/security specialists, March 2014
                                                                                                                                                                          • CHAID analysis
                                                                                                                                                                            • Methodology
                                                                                                                                                                              • Installation services are key for security specialists
                                                                                                                                                                                • Figure 50: Home Security – CHAID – Tree output, March 2014
                                                                                                                                                                                • Figure 51: Home security – CHAID – Summary table, March 2014
                                                                                                                                                                              • How do people research what to buy?
                                                                                                                                                                              • Appendix – Market Environment

                                                                                                                                                                                  • Figure 52: Number of accidental domestic fires attended by fire service, England, 2000-13
                                                                                                                                                                                  • Figure 53: GDP, PDI, consumer expenditure and savings, at current prices, 2008-18
                                                                                                                                                                                  • Figure 54: Trends in the age structure of the UK population, 2008-18
                                                                                                                                                                                • Socio-economic groups
                                                                                                                                                                                  • Figure 55: Forecast adult population trends, by socio-economic group, 2008-18
                                                                                                                                                                                • Lifestage
                                                                                                                                                                                  • Figure 56: Forecast adult population trends, by lifestage, 2008-18
                                                                                                                                                                                • Household size
                                                                                                                                                                                  • Figure 57: UK households, by size, 2008-18
                                                                                                                                                                              • Appendix – The Consumer – Security Incidents in the Last Five Years

                                                                                                                                                                                  • Figure 58: Security incidents in the last five years, by demographics, March 2014
                                                                                                                                                                              • Appendix – The Consumer – Security Products Installed by Householders

                                                                                                                                                                                  • Figure 59: Security products installed by householders – Safety products, by demographics, March 2014
                                                                                                                                                                                  • Figure 60: Most popular security products installed by householders – Security products/systems, by demographics, March 2014
                                                                                                                                                                                  • Figure 61: Next most popular security products installed by householders – Security products/systems, by demographics, March 2014
                                                                                                                                                                              • Appendix – The Consumer – Preventing Break-ins

                                                                                                                                                                                  • Figure 62: Most popular preventing break-ins, by demographics, March 2014
                                                                                                                                                                                  • Figure 63: Next most popular preventing break-ins, by demographics, March 2014
                                                                                                                                                                                  • Figure 64: Other preventing break-ins, by demographics, March 2014
                                                                                                                                                                              • Appendix – The Consumer – Attitudes about Home Safety

                                                                                                                                                                                  • Figure 65: Most popular home safety, by demographics, March 2014
                                                                                                                                                                                  • Figure 66: Next most popular home safety, by demographics, March 2014
                                                                                                                                                                              • Appendix – The Consumer – Preferred Retailers for Home Security Products

                                                                                                                                                                                  • Figure 67: Preferred retailers for home security products, by demographics, March 2014
                                                                                                                                                                              • Appendix – The Consumer – Factors Influencing Choice of Retailer for Home Security Products

                                                                                                                                                                                  • Figure 68: Most popular factors influencing choice of retailer for home security products, by demographics, March 2014
                                                                                                                                                                                  • Figure 69: Next most popular factors influencing choice of retailer for home security products, by demographics, March 2014
                                                                                                                                                                                  • Figure 70: Other factors influencing choice of retailer for home security products, by demographics, March 2014

                                                                                                                                                                              Companies Covered

                                                                                                                                                                              • Amazon UK
                                                                                                                                                                              • ASSA ABLOY Ltd
                                                                                                                                                                              • British Gas
                                                                                                                                                                              • Centrica Plc
                                                                                                                                                                              • Chubb Group of Insurance Companies
                                                                                                                                                                              • Honeywell International Inc.
                                                                                                                                                                              • John Lewis Partnership
                                                                                                                                                                              • Screwfix UK

                                                                                                                                                                              Home Security - UK - May 2014

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