Volume 1: Owners of Smart Security Systems vs. Standalone Security Devices:
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Volume 1: Owners of Smart Security Systems vs. Standalone Security Devices:

Products like Wi-Fi cameras and video doorbells can complement or compete with smart security systems. This report clarifies fact from fiction with insight into how system and device owners differ, and where they overlap. Tracking data on sixteen smart home product categories covers adoption, purchase intentions, and sentiment of product owners.

DATA SOURCES: Quarterly online surveys of US consumers

Table of Contents

Publish Date:
Contributing Authors: Stuart Sikes, Brad Russell, Harry Wang
  1. Market & Challenges
    1. Why Do People Buy Smart Home Products?
    2. What Products are Owned?
    3. Do Consumers Expect Interoperability?
    4. What Drives Interoperability Interest?
    5. Why is Interoperability Important?
    6. Device to Device Connections
    7. Does Security System Ownership Prime Future Smart Home Product Purchases?
    8. How are Certain Brands More Effectively Engaging Buyer Segments?
    9. Which Companies do Consumers Expect to Provide Integrated Experiences?
    10. Are Data Privacy Concerns Barriers to Purchasing Smart Home Products?
  2. Home Security Deep Dive
    1. Pro-Security versus Standalone Product Buyers: Myth Busting
    2. Pro-Monitored Security Systems Buyers versus Standalone Product Buyers: Demographics
    3. Pro-Monitored Security Systems Buyers versus Standalone Product Buyers: Loved Ones at Home
    4. Pro-Monitored Security Systems Buyers versus Standalone Product Buyers: Attitudes and Concerns
    5. Device ownership: Contrasting security system owners with standalone device owners
    6. Smart speakers are an important part of both security system and standalone security product households
    7. When to bundle and un-bundle: Doorbells, door locks, garage door controllers and thermostats
    8. Smart light bulbs are the logical product to entice connected security system and camera intenders and increase the value proposition
  3. Buyer Segments
    1. Buyer Segments
    2. Smart Home Buyer Segments
    3. Buyer Characteristics by Segment Q4 20
  4. Buyer Segments & Brands
    1. Smart Home Security System Brands
    2. Top Monitoring Providers by Segment – Q3
    3. Smart Home Security System Buyer Insights: Age and Children at Home
    4. Smart/Display Speaker Brands
    5. Smart Speaker Buyer Insights: Gender, Income, Children at Home, Tech Affinity
    6. Smart Speaker Use Cases
    7. Smart Lighting Brands
    8. Smart Lighting: Gender, Income, Children at Home, Tech Affinity
    9. Smart Doorbell Brands
    10. Smart Doorbells: Gender, Income, Children at Home, Tech Affinity
    11. Brand Power: Ring
    12. Smart Thermostat Brands
    13. Smart Thermostats: Gender, Income, Children at Home, Tech Affinity
    14. Brand Power: Nest
    15. Connected Security Camera Brands
    16. Connected Security Cameras: Gender, Income, Children at Home, Tech Affinity
    17. Smart Lock Brands
    18. Smart Locks: Gender, Income, Children at Home, Tech Affinity
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