UK Home Security - 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.

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Table of Content




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

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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

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