Albany, NY -- (ReleaseWire) -- 05/20/2014 -- 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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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?
-Trend: Help Me Help Myself
-Trend: Retired for Hire
-Trend: Life Hacking
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Market Size and Forecast
-Consumer spend on home security hardware, 2008-18
-Flat market conditions
-Consumer spend on home security hardware, 2008-13
-Consumer spend on home security hardware, by segment, 2013 (est)
-Estimated consumer spend on home security hardware, by segment, 2008-13
-Intruder alarms and external lighting
-Smoke and carbon monoxide detectors
-Locks and other hardware
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