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
Figure 1: Consumer spend on home security hardware, 2008-18
Figure 2: Consumer spend on home security hardware, by segment, 2013 (est)
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
Figure 5: Distribution of home security products, by value, 2013 (est)
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?
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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