Money may not buy happiness or peace of mind, but it can buy today’s high-tech home security systems that seem to deliver both to customers, according to the J.D. Power 2019 Home Security Satisfaction Study, which was released recently.
The study expanded to include not only the professionally installed (Pro Install) home security systems but also do-it-yourself (DIY Install) systems.
Rise of DIY home security systems
The growth of the DIY home security market has fueled customer satisfaction and made the industry more competitive"
“The growth of the DIY home security market has fueled customer satisfaction and made the industry more competitive than ever,” said Christina Cooley, Director, Home Improvement and Technology Practice at J.D. Power.
Christina further states, “As newer entrants gain market share, more established companies must continue to find ways to differentiate themselves to capture and keep new customers. Understanding what motivates customers to purchase a security system, being highly competitive with pricing and staying on the cutting edge of technology is the key to staying competitive in a fast-changing industry.”
Following are key findings of the 2019 study:
- In search of the latest and greatest: The desire to upgrade is the most common reason customers in both the Pro Install and DIY Install segments start shopping for a home security system. Nearly half of customers (45% in the Pro Install segment and 40% in the DIY Install segment) cite the desire to upgrade as their top motivation to shop for a new system. But they have other motivations too.
- Customers who purchased a Pro Install system are spurred to act by special discounts and bundled packages (24%), as well as the purchase of a new home (24%). DIY customers are largely motivated by peace of mind (36%) and protecting their property (34%).
- Brand reputation and pricing are important: When it comes to selecting a provider, priorities differ between the two segments. Pro Install customers are driven mostly by brand reputation (42%) while DIY Install customers lean more heavily on price (63%) to aid their decision making.
- DIY Install customers are more satisfied: Customers who self-install their systems have the highest overall satisfaction across the six areas measured. DIYers are especially satisfied when it comes to pricing (860 vs. 785 for the Pro Install segment). It’s critical to provide pricing options that meet customers’ needs and are easily understood by customers, as each has a significant effect on the customer’s perception of the provider as being customer-driven.
- DIY Install customers are more likely to have additional security-related products beyond a control panel/keypad/hub and alarm sensors, such as video doorbells, exterior home cameras and alarm sirens.
Study Rankings
In the Pro Install segment, Brinks Home Security ranks highest in customer satisfaction with a score of 857
In the Pro Install segment, Brinks Home Security ranks highest in customer satisfaction with a score of 857. ADT (847) ranks second. In the DIY Install segment, Ring Alarm ranks highest with a score of 904. SimpliSafe (900) ranks second.
This year’s expanded study measures customer satisfaction with home security systems based on six factors: billing and payment; customer service; price; professional monitoring; purchase and installation; and quality of home security system.
The 2019 Home Security Satisfaction
The 2019 Home Security Satisfaction Study is based on responses from 5,289 customers and was fielded in July-August 2019. To participate in the study, customers are required to have a professionally monitored system which has been installed by the system provider (Pro Install) or self-installed (DIY Install).
J.D. Power is a globally renowned company in the scope of consumer insights, advisory services and data and analytics. These capabilities enable J.D. Power to help its clients drive customer satisfaction, growth and profitability. Established in 1968, J.D. Power has offices serving North America, South America, Asia Pacific and Europe.