家庭安全和監控：訂閱者取消和保留

安防市場不斷發展以滿足消費者對系統和設備、安裝方法、購買方法和監控服務的多種選擇的需求。經常性收入流（包括專業監控和視訊儲存）對於安全系統和設備業務的可持續性至關重要。安全提供者必須吸引並留住用戶，同時透過提供可帶來真正價值的新功能和服務來最大化 ARPU。

資訊圖表

本報告調查了 2024 年第四季度的家庭安全和監控市場，並概述了安全系統和服務、用戶模型、功能、實施狀態、安裝人員選擇/偏好/意見以及提供者的變更/取消。趨勢、策略來幫助您留住訂閱者等等。

目錄

執行摘要

安全解決方案：招募/市場分類

• 部署安全解決方案
• 推出有償保全服務
• 擁有家庭安全系統
• 過去一年購買的家庭安全系統
• 在所有安全系統擁有者之間採用互動系統
• 最近的安全系統購買者採用互動系統
• 擁有智慧安全保障設備
• 引進家庭安全系統和服務
• 家庭安全系統安裝
• 安裝方法

安防系統採購流程

• 安防系統採購狀況及購買意向
• 智慧攝影機及智慧型可視門鈴採購狀況及購買意願
• 現代系統買家正在考慮替代安全解決方案
• 獲得的安全系統目前未使用
• 目前未使用的自裝系統
• 安防系統採購管道
• 如何購買安全系統
• 如何購買安全系統所有者
• 家庭安全系統的平均初始成本（年比）
• 所有購買家庭安全系統的業主所使用的付款方式
• 購買家庭安全系統的付款方式：依安裝方式
• 作為安全系統一部分獲得的設備
• 作為系統一部分獲得的設備（按安裝方法）
• 初始安裝後新增至安全系統的設備
• 初始安裝後新增至安全系統的設備（依安裝方法）
• 新增到現有安全系統的設備
• 購買安全系統的原因
• 引進安全系統的原因：DIY/專業
• 為什麼選擇DIY安裝安全系統？
• 安裝 DIY 系統的困難

競爭格局

• 擁有的安全系統品牌：所有系統擁有者
• 擁有的安全系統品牌：過去一年購買的系統的所有者
• 安防系統品牌: DIY/專業
• 可視門鈴品牌購買
• 智慧相機品牌選購
• 付費家庭安全服務：依安全系統品牌分類
• 領先的安防系統專業監控服務供應商
• 安全服務提供者淨推薦值 (NPS)
• 主要安全系統服務商NPS趨勢

安全服務類別: 專業自助設備監控

• 安全服務細分市場：監控系統/設備
• 訂閱家庭安全系統付費服務的家庭數量（同比變化）
• 安全系統服務介紹
• 安防監控服務：依安裝方式
• 安裝專業安防系統的家庭中訂閱有償安防服務的家庭數
• 安裝了自我安全系統的家庭中訂閱有償保全服務的家庭數量
• 安全系統服務提供者 NPS：按監控和安裝類別
• 擁有智慧型視訊設備的家庭中視訊門鈴和智慧攝影機的 NPS
• 可視門鈴付費服務
• 智慧相機付費服務
• 智慧攝影機：安裝區域
• 付費服務連線率：依攝影機安裝位置劃分（2024年第2季）
• 智慧型煙霧/一氧化碳偵測器所有者的安全系統所有權狀況
• 訂閱安全系統的付費檢測服務
• 獨立探測器方案
• 智慧型煙霧/一氧化碳偵測器訂閱方案的每月費用
• 煙霧/一氧化碳偵測器服務功能

系統服務詳細分析：ARPU、流失率、留存率

• 引進家庭安全系統和服務
• 家庭安全系統的平均每月服務費
• 2024 年第二季平均月價：依主要品牌劃分
• 專業監控服務連續訂閱期
• 過去 12 個月對安全系統服務所做的更改
• 專業監控系統家庭轉投其他專業提供者的比例
• 從自我監測轉向專業監測的家庭百分比
• 為什麼安全系統擁有者取消專業監控安全服務
• 取消或切換的人之前訂閱過的供應商
• 更換監控提供者的原因
• 轉專業監聽可能性大
• 專業監控系統服務合約剩餘期限及擬取消人數
• 合約條款如何影響取消
• 維護激勵對專業監控系統服務取消計畫的影響
• 服務價格折扣作為專業監控系統服務維護工具的影響

系統服務詳細分析：自我監控

• 為什麼擁有安全系統的家庭選擇自助服務而不是專業安全系統
• 對自我監控安全系統的看法
• 鄰居、急救人員及其對誤報的看法：依服務類型
• 專業監控服務訂閱促銷
• 為什麼要從自我監控轉向專業監控？
• 高意願加盟專業監控服務

下一代服務

• 除入侵防禦功能外的前 3 項必需功能
• 採用個人、車輛和穿戴式安全解決方案
• 使用至少一種經過測試的安全解決方案的百分比
• 使用個人、車輛和穿戴式安全解決方案的家庭
• 對安全系統附加服務感興趣
• 事件驗證方法的吸引力：影片、人工智慧和對每個系統所有者的個人化安全
• 事件驗證方法的吸引力：影片、人工智慧和使用安全服務的個人安全

安全買家簡介

• 服務使用者概況：人口統計
• 服務使用者概況：住房特徵
• 服務使用者概況：就業、種族/民族
• 人口統計：依系統實施狀態
• 外殼因素：依系統安裝
• 就業/種族/民族：依系統實施

附錄

SYNOPSIS:

The security market has evolved to meet consumer demand for choice in systems, devices, installation methods, purchase methods, and monitoring services. Professional monitoring, video storage, and other recurring sources of revenue are critical to the sustainability of a security system or device business. Security providers must attract and retain subscribers, while maximizing ARPU through the delivery of new feature and services that provide real value.

INFOGRAPHICS

This Q4 2024 study assesses security subscription models, features, and pricing as well as strategies that can aid in subscriber retention.

Key questions addressed:

• 1. How are security segments shifting, between systems and devices and between installation and monitoring methods?
• 2. How are the competitive dynamics shifting between leading brands and service providers?
• 3. What are the most impactful triggers for purchasing security solutions?
• 4. What is the take rate of professional monitoring and other recurring revenue security services?
• 5. What are average attrition rates, and what incentives pose the greatest opportunity to retain subscribers?
• 6. What new security solutions show promise to attract new subscribers and increase ARPU?

ANALYST INSIGHT:

"Security providers have held down churn and increased customer spending in these recent lean years. Prepare for a rebound in demand with an expanded portfolio of solutions and a choice in installation and monitoring options that meet the needs of diverse customer segments." - Jennifer Kent , VP, Research, Parks Associates.

Table of Contents

Executive Summary

• Security Service Market Segments: Monitoring, Systems, and Devices
• Residential Security Solution Market
• Security Market Customer Profiles
• Security System Market Segments
• Paid Security System Services among Pro-Installed Security System HHs
• Paid Security System Services among Self-Installed Security System HHs
• Security System Service Provider NPS
• High Intention of Subscribing to Professional Monitoring for Security System in Next 6 Months
• Security System-attached Devices
• Opportunities to Expand Security Offerings
• Competitors Vie for Leadership Across Key Industry Metrics

Security Solutions: Adoption & Market Segments

• Security Solution Adoption
• Paid Security Service Adoption
• Home Security System Ownership
• Home Security Systems Acquired in Past Year
• Interactive Systems Adoption among all Security System Owners
• Interactive Systems Adoption among Recent Security System Buyers
• Smart Safety & Security Device Ownership
• Home Security System & Service Adoption
• Home Security System Installation
• Installation Method

Security System Purchase Journey

• Security System Purchase and Intention to Buy
• Smart Camera & Smart Video Doorbell Purchase and Intention to Buy
• Alternative Security Solutions Considered, Among Recent System Buyers
• Security System Acquired Not Currently In Use
• Self-Installed System Not Currently In Use
• Security System Purchase Channel
• Security System Purchase Method
• Purchase Method for Security Systems Owners
• Average Upfront Fees for Home Security Systems, YoY
• Payment Method Used to Acquire a Home Security System among All System Owners Who Purchased Their Systems
• Payment Method Used to Acquire a Home Security System by Install Method
• Devices Acquired as Part of Security System
• Devices Acquired as Part of System, by Installation Method
• Devices Added to Security System After Initial Installation among all Security System Owners
• Devices Added to Security System After Initial Installation by Installation Method
• Devices Added to Existing Security System
• Triggers for Security System Acquisition
• Triggers of Security System Acquisition by DIY vs. Pro Installation
• Reason for Choosing Self-Installed Security System
• Difficulty with DIY System Install

Competitive Landscape

• Security System Brand Owned among all System Owners
• Security System Brand Owned among Owners of Systems Acquired in the Past Year
• Security System Brand Owned by DIY Installed vs Pro Installed
• Video Doorbell Brand Purchased
• Smart Camera Brand Purchased
• Paid Home Security Service by Security System Brand
• Top Professional Monitoring Service Providers for Security Systems
• Security Service Provider Net Promoter Score (NPS)
• NPS of Top Security System Service Providers, Trending

Security Service Segments: Pro, Self, and Device-based Monitoring

• Security Service Market Segments: Monitoring, Systems, and Devices
• Households with Paid Service Attached to Home Security System, YoY
• Adoption of Security System Services
• Security Monitoring Service by Installation Method
• Paid Security Services among Pro-Installed Security System HHs
• Paid Security Services among Self-Installed Security System HHs
• Security System Service Provider NPS by Monitoring & Installation Segments
• NPS of Video Doorbell and Smart Camera among All Smart Video Device Owning Households
• Paid Services for Video Doorbells
• Paid Services for Smart Cameras
• Smart Camera: Area of Installation
• Paid Service Attach Rate by Camera Location - Q2 2024
• Security System Ownership Among Smart Smoke/CO Detector Owners
• Paid Detector Service with Security System Subscription
• Stand-Alone Detector Plan
• Smart Smoke/CO Detector Subscription Plan Monthly Cost
• Features of Smoke/CO Detector Service

System Services Deep Dive: ARPU, Churn, Retention

• Home Security System & Service Adoption
• Average Monthly Service Fees for Home Security Systems
• Avg Monthly Fee by Top Brands, Q2 2024
• Length of Continuous Subscription to Professional Monitoring Service
• Changes Made to Security System Service in Past 12 Months
• % of Pro Monitoring Systems HHs that Switched Pro Monitoring Providers
• % of Pro Monitoring Systems HHs that Switched from Self-Monitoring to Pro
• Reasons for Security Systems Owners Cancelling Professional Monitoring Security Service
• Previous Professional Monitoring Service Providers for Security System, Among Cancellers/Switchers
• Reason for Switching Between Professional Monitoring Providers of Security System
• High Likelihood of Making Changes to Pro-Monitored Security System
• Pro-Monitored System Service Contract Length Remaining, Among Intended Cancellers
• Impact of Contract Terms on Cancellation Plans
• Impact of Retention Incentive on Pro-Monitoring System Service Cancellation Plans
• Impact of Service Pricing Discount as Retention Tool for Pro-Monitored System Services

System Services Deep Dive: Self Monitoring

• Reason Security System Households Choose Self over Pro Monitoring Service
• Attitudes toward Self-Monitored Security System
• Attitudes towards Neighborhood, First Responders, False Alarms by Type of Service
• Promotion to Boost Professional Monitoring Service Subscription
• Reason for Switching from Self to Pro Monitoring of a Security System
• High Intention of Subscribing to Professional Monitoring for Security System

Next Wave of Services

• Top Three Desired Features Beyond Intrusion Protection
• Adoption of Personal, Vehicle, and Wearable Safety Solutions
• % Using at Least One Tested Safety Solution
• Householders Using Personal, Vehicle, and Wearables Safety Solutions
• Interest in Security System Add-on Service
• Appeal of Event Verification Methods: Video, AI, Private Guard among All System Owners
• Appeal of Event Verification Methods: Video, AI, Private Guard by Security Service Use

Security Buyer Profiles

• Service Subscriber Profile: Demographics
• Service Subscriber Profile: Housing Characteristics
• Service Subscriber Profile: Employment, Race/Ethnicity
• Demographics by System Installation
• Housing Factors by System Installation
• Employment, Race/Ethnicity by System Installation

Appendix