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Parks Associates

DIY's impact on security significant

 - 
Wednesday, November 1, 2017

With the recent announcements from Nest, Ring, and Samsung/ADT, as well as Honeywell’s announced plans to offer a DIY solution, many in the industry are speculating on the impact DIY security systems could have on the security industry.

New research from Parks Associations shows aggressive innovations in smart DIY solutions will reinvigorate the home security market. Parks found that new and more economical DIY systems from key players, including Nest, Ring, Samsung, and ADT, are part of a key step in expanding the security market. The international research firm also notes that new smart DIY solutions will reinvigorate adoption of home security, particularly among younger consumers.

“Consumers value security and safety use cases, but the security market has struggled to move beyond the traditional 20% penetration level in the U.S.,” Brad Russell, research director, Connected Home, Parks Associates, said in the announcement. “Aggressive moves by companies such as Ring, which launched its inexpensive Ring Protect DIY home security system in October, will help attract new and younger consumers into the security market. Ring’s pricing strategy also puts downward pressure on other players to lower prices.”

Parks Associates reveals that 37 percent of smart home device owners report safety is the main reason they purchased a smart home device and nearly 30 percent bought a smart home device primarily to monitor their home while away. The firm notes that DIY innovations with on-demand, no-contract monitoring options could help expand the market for device makers and for monitoring providers who seek inroads to young consumers.

“Samsung and ADT have joined forces for the ADT Home Security Starter Kit, which expands the self-installable DIY segment,” Russell said. “Meanwhile, hub-based security systems are an intentional strategy to stake out a controller position in the home for a variety of future device and service offerings.”

This latest Parks’ research comes on the heels of findings from London-based research firm IHS Markit, which estimated that in 2016 the Americas was the largest market for DIY security alarm sales, expected to grow at a 20 percent CAGR over the next five years.

Security Systems News is also looking at the impact of DIY on security in its latest News Poll.
 

Smart devices increasing within home security

New Parks’ research examines adoption of smart door locks, lights and thermostats
 - 
09/13/2017

DALLAS—New research by Parks Associates reveals that 42 percent of new security installations include a smart home device such as a door lock, light or thermostat.

New resi research promising

 - 
Wednesday, June 28, 2017

U.S. households with professional security monitoring will generate nearly $14.7 billion in 2021, reaching a five-year CAGR of 4.7 percent from 2017-2021, according to Parks Associates’ Home Security NUMBERS research.

“Our last number from the fourth quarter of 2016 shows that 21.5 percent of broadband households, which is about 80 percent of overall households, have professionally monitored security,” Tom Kerber, Parks' director of IoT strategy, told Security Systems News. “So when you look at that number on an overall household basis, the number ends up being around 18.8 percent that have professionally monitored security.”

That is approximately 22 million households, and by 2021 Parks estimates that number will rise to 26.6 million, or 21.6 percent of households overall, having professionally monitored security, representing an approximately 3 percent growth rate.

“Over the last decade it has never been close to that 21.6 percent number,” noted Kerber. “In 2010, the number was 13 percent, so that is strong growth. Although from a conventional wisdom perspective it doesn’t sound like much, it is substantial. We had significant recovery from the recession from 2013-15, and now the growth is more modest, but it is still growing.”

When asked about the impact of the telecoms into the space, Kerber noted that Comcast is making waves.

“Comcast when they went public with their subscriber count at 957,000 as part of their annual reporting, that was substantial, representing a 40 percent growth over the prior year,” he said. ”Whether it is bundling with their core services, or subscribing people when they move, or more aggressive sales tactics mixed with their call center operations, they obviously have figured out how to move the needle in a substantial way. At a million subscribers, they are equivalent to Moni, or Vivint to some extent. So you can’t discount that type of success.”

He continued, “Telecoms, led by Comcast, are growing at a faster rate than the market is growing, so they are gaining market shares. And when we look at some of the smaller players, they are not growing at the same rate as others in the market, and we are trying to understand why this is happening through some current research that we are doing.”

Dina Abdelrazik, research analyst, Parks Associates, told SSN that some of the smaller local dealers “are a little more hesitant to provide smart home controls. I don't know if it is more of an infrastructure basis—they don’t have the employees to do so or the technological savvy to do so—but they are falling behind in terms of providing these controllers in the home that consumers are actively asking for. So, of course, if consumers can’t find it through their local dealer, they are going to look to those who can provide it for them.”
 

Battle for the smart home continues

 - 
Wednesday, June 7, 2017

With the invasion of the telecom companies into the smart home space, security dealers have been faced with new challenges and battles as they try to compete for new business created by this new era of smart home connectivity and automation.

Whereas in the past when customers would turn to their security provider first to ask about smart home products, a new report from research firm Parks Associates shows that there has been a shift in homeowners’ purchase behaviors. Among current smart homeowners, 26 percent purchased their device from a retailer such as Home Depot, Walmart, or Sears, followed closely in second by security dealers, with approximately 20 percent purchasing these products through them.

Homeowners now have “more options, increased personalization, and enhanced value across the full spectrum of IoT experiences,” Dina Abdelrazik, research analyst, Parks Associates, said in the announcement of Parks’ annual report, Global Connected Living Outlook 2017: Building on the IoT. “Following early disruptions, many players are now rising to the challenge to create competitive solutions that better accommodate the needs of the connected consumer.”

Although the big retailers are getting a bigger portion of the pie, they are also raising awareness and educating the public, which is creating additional opportunities for dealers to be the channel through which smart home owners purchase all of these interconnected devices, many of which work in tandem with security systems and services.

For example, additional Parks’ research, which was unveiled at the firm’s 21st-annual CONNECTIONS Conference in May, shows that two-thirds of smart homeowners and shoppers want crossover applications that integrate with their home entertainment devices.

“Key crossover use cases include safety and security alerts popping up on a smart TV and video from networked cameras shared across the connected screens in the home,” Elizabeth Parks, senior vice president, Parks Associates, said in the press release. “In both cases, two-thirds of smart home owners and shoppers find these features appealing.”

Security dealers can also provide homeowners with a better level of interoperability and network security and stability, as Parks found that as more products are purchased standalone and then brought into a connected home, the risk of fragmented consumer IoT experiences increases.

“As consumers become more connected, their digital lives in many ways become more complicated, and solving this potentially fragmented consumer experience, addressing privacy concerns, and crossing traditionally separate boundaries will be the dominant challenges for companies in 2017 and 2018,” Abdelrazik noted.

Security dealers can and should be the ones to solve this problem, and from my conversations with dealers, many already are doing this, providing security as well as support, guidance and options to be that smart home provider as well.

Parks Associates’ annual conference set for Silicon Valley

Research firm says recurring revenues from smart homes will exceed $1 billion by 2021
 - 
05/17/2017

DALLAS—Nearly 38 million U.S. households will have a smart home controller by 2021, generating more than $1.2 billion in recurring service revenue, according to research firm Parks Associates, which is hosting its 21st annual CONNECTIONS: The Premier Connected Home Conference, May 23-25, at the Hyatt Regency San Francisco Airport.

Parks Associates announces keynotes for CONNECTIONS conference

 - 
03/23/2017

DALLAS—Consumer IoT research firm Parks Associates announced the keynotes and initial speaker lineup for its 21st-annual CONNECTIONS: The Premier Connected Home Conference, which will be held May 23-25 at the Hyatt Regency San Francisco Airport.

Study: Connected home solutions still in early adopter phase

 - 
Wednesday, March 8, 2017

Although a ton of research has been coming out recently looking at the high ceiling for smart or connected home growth over the next few years—Parks Associates says that half of homes will have a connected product by 2020—a recent study by research firm Gartner Inc. finds that only about 10 percent of households currently have connected home solutions.

Gartner found that adoption of “newer connected home solutions is still at the early adopter phase,” a conclusion based on responses from nearly 10,000 people in U.S., the U.K. and Australia during the second half of 2016. According to the study, “connected home solutions” consist of a set of devices and services that are connected to each other and to the Internet and can automatically respond to preset rules, be remotely accessed and managed by mobile apps or a browser, and send alerts or messages to the user (s).

"Although households in the developed world are beginning to embrace connected home solutions, providers must push beyond early adopter use," Amanda Sabia, principal research analyst at Gartner said in the announcement. "If they are to successfully widen the appeal of the connected home, providers will need to identify what really motivates current users to inspire additional purchases."

The survey found that home security alarm systems, the more established of connected home solutions, have nearly double the adoption rates (18 percent) of newer connected home solutions such as home monitoring (11 percent), home automation or energy management (9 percent), and health and wellness management (11 percent). Overall adoption rates were five- to six percent greater in the U.S., where they were first marketed.

However, excluding home security alarm services for which a monthly fee is generally paid, solution providers may find monetizing connected services challenging as the survey revealed that less than half of households currently pay for subscription-based home monitoring and automation/energy management solutions.

“In the U.S., where the home monitoring industry is more developed, 59 percent of households with a home monitoring solution indicate they do pay a monthly fee, thus proving they see value for these solutions,” according to Gartner. “However, charging for subscriptions for home automation/energy management and health and wellness solutions is more of a challenge since more than half of current households are already using these services free of charge.”

Using a scale of 0 to 100, respondents were asked about their feelings and preferences toward the value of devices, appliances and applications in the connected home ecosystem. Three-quarters of respondents indicated they are happy to manually set temperature and lighting controls versus only one-quarter who expressed an interest in having devices anticipate needs in the home. Furthermore, 58 percent of respondents showed a preference for separate, independent, stand-alone devices.

The study found that respondents are starting to see the value of one app for integrating their connected home devices, appliances and services as well as the importance of brand certification for their connected home devices and services. More than half of the respondents (55 percent) rated 51 or more toward the preference of one app integrating connected home devices and services, while 58 percent rated 51 or more toward the importance of hardware and services being certified by a specific brand.

"Messaging needs to be focused on the real value proposition that the complete connected home ecosystem provides, encompassing devices, service and experience," Jessica Ekholm, research director at Gartner, said in the announcement. "The emphasis needs to be on how the connected home can helps solve daily tasks rather than just being a novelty collection of devices and apps."

Ekholm will provide further analysis on consumers’ use of technology at the Gartner Tech Growth & Innovation Conference 2017 taking place June 19-21 in Huntington Beach, Calif.

Study: Connected home solutions still in early adopter phase

 - 
Wednesday, March 8, 2017

Although a ton of research has been coming out recently looking at the high ceiling for smart or connected home growth over the next few years—Parks Associates says that half of homes will have a connected product by 2020—a recent study by research firm Gartner Inc. finds that only about 10 percent of households currently have connected home solutions.

Gartner found that adoption of “newer connected home solutions is still at the early adopter phase,” a conclusion based on responses from nearly 10,000 people in U.S., the U.K. and Australia during the second half of 2016. According to the study, “connected home solutions” consist of a set of devices and services that are connected to each other and to the Internet and can automatically respond to preset rules, be remotely accessed and managed by mobile apps or a browser, and send alerts or messages to the user (s).

"Although households in the developed world are beginning to embrace connected home solutions, providers must push beyond early adopter use," Amanda Sabia, principal research analyst at Gartner said in the announcement. "If they are to successfully widen the appeal of the connected home, providers will need to identify what really motivates current users to inspire additional purchases."

The survey found that home security alarm systems, the more established of connected home solutions, have nearly double the adoption rates (18 percent) of newer connected home solutions such as home monitoring (11 percent), home automation or energy management (9 percent), and health and wellness management (11 percent). Overall adoption rates were five- to six percent greater in the U.S., where they were first marketed.

However, excluding home security alarm services for which a monthly fee is generally paid, solution providers may find monetizing connected services challenging as the survey revealed that less than half of households currently pay for subscription-based home monitoring and automation/energy management solutions.

“In the U.S., where the home monitoring industry is more developed, 59 percent of households with a home monitoring solution indicate they do pay a monthly fee, thus proving they see value for these solutions,” according to Gartner. “However, charging for subscriptions for home automation/energy management and health and wellness solutions is more of a challenge since more than half of current households are already using these services free of charge.”

Using a scale of 0 to 100, respondents were asked about their feelings and preferences toward the value of devices, appliances and applications in the connected home ecosystem. Three-quarters of respondents indicated they are happy to manually set temperature and lighting controls versus only one-quarter who expressed an interest in having devices anticipate needs in the home. Furthermore, 58 percent of respondents showed a preference for separate, independent, stand-alone devices.

The study found that respondents are starting to see the value of one app for integrating their connected home devices, appliances and services as well as the importance of brand certification for their connected home devices and services. More than half of the respondents (55 percent) rated 51 or more toward the preference of one app integrating connected home devices and services, while 58 percent rated 51 or more toward the importance of hardware and services being certified by a specific brand.

"Messaging needs to be focused on the real value proposition that the complete connected home ecosystem provides, encompassing devices, service and experience," Jessica Ekholm, research director at Gartner, said in the announcement. "The emphasis needs to be on how the connected home can helps solve daily tasks rather than just being a novelty collection of devices and apps."

Ekholm will provide further analysis on consumers’ use of technology at the Gartner Tech Growth & Innovation Conference 2017 taking place June 19-21 in Huntington Beach, Calif.

Connected products driving smart home growth

 - 
Wednesday, January 25, 2017

The vision of the truly intelligent home where your security system and all of its connected smart home devices, from Siri to your stove, can be controlled by your smart phone, is starting to become a reality.

This leap in technology is good news for the industry, and good news for dealers, who are finding that this brave new world of connected devices is fueling interest in security systems, especially from customers who want to know how the two can work harmoniously together. And this is making for “stickier” or more loyal customers.

Following Parks Associates’ research that came out of the Consumer Electronics Show earlier this month showing approximately 26 percent of U.S. broadband households today now own a smart home device—up from 19 percent at the end of 2015—several more studies on the growth of the smart home have popped up.

For example, a new report out this week from Zion Market Research, titled “Smart Home Market: Global Industry Perspective, Comprehensive Analysis, and Forecast, 2016-2022,” finds that the global smart home market—valued at around $24.10 billion in 2016—is expected to reach approximately $53.45 billion in 2022, growing at a CAGR of slightly above 14.5 percent between 2017 and 2022.

“The advanced technology has enabled various devices to be connected and controlled by one device and this technology is used by smart homes. Homeowners are enjoying more convenience and comfort from basic security monitoring and customized access to window coverings, appliances, lighting, irrigation, entertainment systems and many others," according to Zion. "Prominent drivers of smart home adoption are energy efficiency, home security, entertainment, convenience/productivity, remote health monitoring and connectivity.”

Speaking of connected home appliances, the U.S. market is expected to grow at a CAGR of 39.47 percent during the period from 2016-2020, according to another study released this week, this one by Wiseguyreports.com.

“Connected home appliance companies are focusing on the untapped consumer segments to boost market revenue,” according to the study. “The market is expected to witness rapid growth in the forecast period due to the increased awareness of connected devices.”

Just when you thought that there couldn’t be another report on connected home devices, there is even one on the global smart home shade market, which is also set to grow rapidly in the coming years. According to Technavio, the global smart shade devices market is expected to grow at a CAGR of close to 90 percent during the forecast period from 2017-2021. The study considers revenue generated from the business-to-consumer (B2C) and business-to-business (B2B) of smart shade devices to individual customers in the global market to calculate the market size.

Region wise, North America leads the market, holding a share of almost 50 percent in the market (2016 figures).

“The region is currently witnessing an increased adoption of smart homes and related devices, owing to the benefits associated with their use,” according to Technavio. “Additionally, consumers are increasingly adopting window-covering products that can be controlled automatically or by the intervention of electronic remote control equipped with wireless technology or by smartphones and tablets. These factors are impacting the high penetration rates of smart shades in the market segment.”

Research shows continued growth in smart home market

Parks Associates looks at where the industry is going at CES
 - 
01/20/2017

DALLAS—Approximately 26 percent of U.S. broadband households today now own a smart home device, up from 19 percent at the end of 2015, according to new Parks Associates’ research that was announced at its CONNECTIONS Summit at CES in January.

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