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Market Research for Domestic Burglar Alarms in Great Britain -

INTRODUCTION
As the UK’s leading provider of integrated electronic security solutions, we decided to undertake detailed research into the market for domestic burglar alarms in Great Britain.
In particular, we were keen to uncover consumer attitudes towards intruder alarms and find out how, where, when, and why they are being used. We also wanted to see if there is an appetite for ‘smart’ alarm systems controlled by a smartphone or a tablet, and to ascertain how they would be used as part of a ‘connected home’.
The results are fascinating and provide great insight into a fast-moving market where mobile technology, integration with other devices and user experience is increasingly important.
Anna Royds, Head of Marketing, Risco Group UK
ABOUT THE RESEARCH
The survey of 4,237 adults was carried out online between 4th and 6th January 2016.
All figures, unless otherwise stated, are from YouGov Plc. The figures have been weighted and are representative of all GB adults (aged 18+).
THE CONTEXT
Property crime, which includes domestic burglary, is an important driver of overall crime. It accounted for 70% of all police recorded crime in 2014/15 and 81% of all incidents measured by the 2015 Crime Survey for England and Wales (CSEW). And, while instances of domestic burglary have dropped since the mid nineties, there were an estimated 800,000 offences in 2014/2015, according to CSEW.
While the number of domestic burglaries may have dropped in the past twenty years, the typical cost of an incident has increased. The mean cost of items stolen in a domestic burglary is now £2,267, compared to £1,466 in 2006. Money, jewellery watches and computer equipment are taken most often.
There is also the cost of the damage caused when criminals force their way in. Nearly half (47%) of all domestic burglaries result in some form of damage, with the mean cost of damage to a dwelling with an entry now an eye-watering £892 – compared to only £477 back in 2006.
Finally, it’s not just the financial impact of domestic burglary that matters. Some 80% of those who experience a domestic burglary say they are emotionally affected by the incident, with 45% reporting anger, 36% expressing shock, and around one in four (24%) having difficulty sleeping after a domestic burglary.
KEY FINDINGS
1. TOO MANY HOUSEHOLDERS ARE LEAVING THEIR HOMES UNPROTECTED
Only around a third (32%) of British householders have a burglar alarm yet, of these, less than half switch it on when they go on holiday. Why? Of those who never, or only occasionally set their alarm, 1 in 5 admit to simply forgetting to do so, or fear false alarms, while others find setting their alarm too complicated (13%).
2. THERE IS STILL A CASE TO BE MADE FOR ALARMS AMONGST HOUSEHOLDERS
Many dismiss a burglar alarm as being too expensive (23%) or unnecessary because their homes are insured (20%). Yet this approach ignores the financial cost of replacing stolen items, repairing damaged homes and the emotional impact of having your home broken into.
3. PEACE OF MIND AND DETERRENCE DRIVE ALARM INSTALLATION
Only a small number (11%) of householders would install an alarm because their home
has been broken into before, or there have been break-ins in the area – it’s not an
‘after-the-event’ purchase.
4. FEAR OF FALSE ALARMS IS PREVENTING USE AMONGST EXISTING OWNERS
Householders (13%) – and pet owners in particular (14%) - are concerned about false alarms. This supports the use of alarms controlled by smartphone / tablet, which allow remote operation, reset & monitoring.
5. FORGETFULNESS EXPLAINS FAILURE TO SWITCH ALARMS ON
For busy householders, “I forgot’ explains much of the failure to set their burglar
alarm (20%). This again plays to the strengths of an alarm operated by smartphone as it
allows remote operation.
KEY FINDINGS
6. INTEREST IN TECHNOLOGY IS NOT LIMITED TO THE YOUNG
Interest in an alarm that controls other household systems is considerable regardless of age – while 3 in 4 of those aged 25-34 with an alarm are interested, so are more than 1 in 3 of those aged 65 or over (34%).
7. THERE IS GREATER INTEREST IN AN ALARM THAT CONTROLS OTHER
HOUSEHOLD SYSTEMS
More than 1 in 2 of householders with an alarm (54%) (and 1 in 3 of those without an alarm) are interested in installing an alarm that controls other household systems. Again, interest is significant regardless of age.
8. USERS SEEM TO WANT BASIC FUNCTIONS FROM THEIR CONNECTED HOME
Other features that householders would like to see include being able to boil the kettle, control music devices, and pull the curtains – practical functions rather than auto re-stocking fridges, for example.
9. ALARM MANUFACTURERS ARE IN A STRONG POSITION TO PROVIDE CONNECTED HOME DEVICES
Householders would trust an alarm manufacturer to provide a connected home system with an alarm element (49%) over their TV, internet, telephone, gas, electricity, boiler or internet search providers.
BURGLAR ALARM USE
Less than a third of British householders have a burglar alarm installed at home
(figure 1). This increases to 36% of ABC1s, compared to 27% of those that belong to the
C2DE social grade. Households with two children are also more likely to have an alarm
installed than those with no children (37% vs. 31%), while 38% of those that own their
home (whether outright or mortgaged) have an alarm, compared to 15% of those that rent.
There are some differences across the regions. 46% of those in Yorkshire and the Humber
have a burglar alarm, compared to only 16% in the South West. Ownership is higher than
the national average in the North West (43%), the North East (42%), the West Midlands
(40%) and East Midlands (38%), but lower in Wales (28%), Scotland (29%), the East (24%),
South East (28%) and London (25%).
Households with an elderly or vulnerable adult are no more likely to have an alarm installed
than the national average, but those that own their property and have an elderly or
vulnerable adult in their home are far more likely to have an alarm installed than the national
average, at 43% vs. 32%.
YES, I HAVE
NO, I HAVEN’T
DON’T KNOW
FIGURE 1. DO YOU HAVE A BURGLAR ALARM INSTALLED IN YOUR MAIN HOME? BASE: ALL GB ADULTS (4,237)
4%
64%
32%
REASONS FOR INSTALLING AN ALARM
The majority of householders with a burglar alarm said they installed their alarm for peace of mind (53%), while large numbers have an alarm fitted to deter potential thieves (48%), to protect their possessions (46%), protect their family (37%) and monitor their home’s safety when they are not there (31%) (figure 2)
Over 65s are far more likely to cite protecting their possessions (56%), peace of mind (61%), and deterring thieves (60%) as reasons for installing an alarm than other age groups.
Surprisingly few householders install an alarm because their home was broken into before (11%), or because there had been break-ins in their area (11%). However, nearly one in five (19%) of those aged 65 or over installed an alarm because their home was broken into before, while this is also true of one in five Londoners. Londoners are also more than twice as likely to cite break-ins in their area as a reason to install an alarm (24% vs. 11%)
FIGURE 2. WHICH, IF ANY, OF THE FOLLOWING ARE REASONS WHY YOU, OR SOMEONE IN YOUR HOUSEHOLD,
INSTALLED A BURGLAR ALARM IN YOUR HOME? (PLEASE SELECT ALL THAT APPLY) BASE: ALL GB ADULTS WITH A BURGLAR ALARM (1.378)
FOR PEACE OF MIND
TO DETER POTENTIAL THIEVES
TO PROTECT MY PERSONAL / HOUSEHOLD
TO PROTECT MY FAMILY / THOSE IN MY HOUSEHOLD
TO MONITOR MY HOME’S SAFETY WHEN I’M NOT
MY HOME WAS BROKEN INTO BEFORE
THERE HAD BEEN BREAK-INS IN MY AREA
BECAUSE IT LINKS TO MY SMARTPHONE AND ALERTS
OTHER
DON’T KNOW
NOT APPLICABLE - I DIDN’T INSTALL A BURGLAR ALARM
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
53%
48%
46%
37%
31%
11%
11%
6%
3%
1%
22%
REASONS FOR NOT INSTALLING AN ALARM
Nearly one in four (23%) of householders without a burglar alarm cite expense as a reason for not installing an alarm, while 21% say that they have never given an alarm any thought (figure 3). One in five see the fact that their possessions are insured as a reason not to install an alarm, while 17% believe that the low value of their possessions makes an alarm unnecessary. Those aged 65 and over are most likely to put the lack of an alarm down to the fact that their possessions are insured (28%).
Some 23% of those in Wales without a burglar alarm believe it is no deterrent to thieves, while 12% of householders have not installed an alarm because they don’t want false alarms. This rises to 15% of those with cats in their home.
FIGURE 3. WHICH, IF ANY, OF THE FOLLOWING ARE REASONS WHY THERE CURRENTLY ISN’T A BURGLAR
ALARM INSTALLED IN YOUR HOME? (PLEASE SELECT ALL THAT APPLY) BASE: ALL GB ADULTS WITHOUT A
BURGLAR ALARM (2,690)
IT’S TOO EXPENSIVE
I HAVE NEVER THOUGHT ABOUT IT
MY POSSESSIONS ARE ALREADY INSURED
IT’S UNNECCESSARY
MY POSSESSIONS ARE OF LITTLE / LOW VALUE
IT’S NO DETERRENT TO THIEVES
I DON’T WANT FALSE ALARMS
I HAVE NEVER GOT ROUND TO INSTALLING IT
THEY ARE TOO COMPLICATED
OTHER
DON’T KNOW
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
23%
21%
20%
18%
17%
16%
12%
12%
4%
12%
8%
HOW AND WHEN ALARMS ARE USED
Less than half (47%) of householders with a burglar alarm set theirs every time they leave the home empty for a long period of time, or when they go on holiday (49%) (figure 4).
Interestingly, 12% of householders with an alarm rarely or never turn their alarm on, and this rises to 22% of those in the North East. 15% of those with a cat rarely or never turn their alarm on, as do 14% of full-time workers.
The most popular reason for those who rarely or never turn their alarm on is the belief that it is not always necessary. Yet one in five of those with an alarm forget to set it, while nearly 1 in 4 (24%) of those with children in the household forget to set their alarms. 13% of those surveyed rarely or never turn on their alarms because they were getting false alarms, a figure that rose to 21% of those with children in the house. More than one in ten (13%) rarely or never set their alarms because they find it too complicated.
Survey respondents were invited to share other reasons for rarely or never setting their alarm and it is striking that most concerns centred on the need to avoid false alarms, whether triggered by pets or people. Some were “scared it goes off”, and fearful of the “Hideous racket” that the alarm makes, reasoning that it would be best to simply leave it unset.
FIGURE 4. WHICH, IF ANY, OF THE FOLLOWING EXPLAIN WHY THE BURGLAR ALARM IS NEVER OR ONLY ON RARE OCCASIONS TURNED ON? (PLEASE SELECT ALL THAT APPLY) BASE: ALL GB ADULTS WITH A BURGLAR ALARM THAT NEVER OR ONLY ON RARE OCCASIONS SET THE ALARM (183)
IT’S NOT ALWAYS NECESSARY
I / WE FORGET TO SET IT
I WAS / WE WERE GETTING FALSE ALARMS
IT’S TOO COMPLICATED
IT’S NO DETERRENT TO THIEVES
MY POSSESSIONS ARE ALREADY INSURED
THE POSSESSIONS IN MY HOME ARE OF LITTLE / LOW VALUE
OTHER
DON’T KNOW
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
22%
20%
13%
13%
11%
10%
5%
22%
5%
INTEREST IN AN ALARM OPERATED BY A SMARTPHONE OR TABLET
Nearly 1 in 2 (46%) of those with an alarm are interested in an alarm operated by a smartphone or tablet (figure 5). Amongst those without an alarm, interest remains significant, at 28%. Interest amongst those with an alarm peaks at 70% of those aged 25-34 but, interestingly, even 28% of those aged 65+ are interested. Perhaps unsurprisingly, 58% of householders with an alarm and who have children in the home are interested in controlling their system from a smartphone or tablet.
While remote operation of an alarm by smartphone or tablet might be of obvious attraction to those that work (of whom 55% found it to be of interest), 68% of full time students are interested and even more than 1 in 4 (26%) of those who are retired expressed an interest.
Importantly, those that rent their home are more interested (52%) in an alarm that can be operated by a smartphone or tablet than those who own their homes (44%). This may reflect the fact that younger age groups are more likely to rent, and are used to relying on apps to manage their lives. Yet with more and more young adults now renting rather than buying their homes, it may point to the need for the wish of those that rent to protect their homes in the same way that owner-occupiers do.
For those householders without an alarm, interest in an alarm controlled by a smartphone
or tablet is higher (28%) than average amongst householders with children (37%) or pets (29%), or, once again, those that rent rather than own their home (30%).
FIGURE 5. THERE ARE BURGLAR ALARM SYSTEMS CURRENTLY AVAILABLE THAT ALERT YOU ON YOUR SMARTPHONE
OR TABLET IF YOUR BURGLAR ALARM IS ACTIVATED. THEY CAN ALSO LET YOU SEE LIVE IMAGES FROM CAMERAS IF THEY ARE INSTALLED IN YOUR HOME. HOW INTERESTED, IF AT ALL, WOULD YOU BE IN HAVING THIS BURGLAR ALARM SYSTEM INSTALLED IN YOUR HOME IF IT CAN BE OPERATED BY SMARTPHONE OR TABLET? BASE: ALL GB ADULTS WITH A
BURGLAR ALARM (1,378)
VERY INTERESTED
FAIRLY INTERESTED
NOT VERY INTERESTED
NOT AT ALL INTERESTED
DON’T KNOW
N/A - I ALREADY HAVE THIS SYSTEM INSTALLED
INTERESTED (1,2)
NOT INTERESTED (3,4)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
16%
31%
19%
17%
10%
7%
46%
36%
INTEREST IN AN ALARM THAT CONTROLS OTHER HOUSEHOLD SYSTEMS
More than 1 in 2 (54%) of householders with a burglar alarm (and 1 in 3 of those without) would be interested in installing an alarm that controls other household systems (figure 6). This rises to 3 in 4 of those aged 25-34, while more than 1 in 3 of those aged 65+ are also interested.
Certain householders expressed greater than average interest in an alarm that controls other household systems. More than two-thirds (67%) of those with children in the household said they are interested, compared to 49% without children in the home. A similar number (58%) of those with pets are interested, vs. 50% of those without pets.
Some 65% of second home owners are interested, compared to 50% of those without a second home. Looking at the regions, interest is greatest in London (65%), and lowest in the North West (47%). Once again, those that rent are more interested (57%) than those who own their property (52%).
FIGURE 6. IN THE FUTURE, YOU’LL BE ABLE TO CONTROL (E.G. CONNECT, MONITOR, SWITCH ON AND OFF ETC.) YOUR HOME SECURITY, LIKE BURGLAR ALARMS, TOGETHER WITH OTHER HOUSEHOLD SYSTEMS (E.G. HEATING, TV AND OTHER HOUSEHOLD APPLIANCES) USING YOUR SMARTPHONE OR TABLET. HOW INTERESTED, IF AT ALL, WOULD YOU BE IN INSTALLING THIS BURGLAR ALARM SYSTEM IN YOUR HOME, IF YOU WERE ABLE TO CONTROL IT ALONG WITH YOUR HOUSEHOLD SYSTEMS USING A SMARTPHONE OR TABLET? BASE: ALL GB ADULTS WITH A BURGLAR ALARM (1,378)
VERY INTERESTED
FAIRLY INTERESTED
NOT VERY INTERESTED
NOT AT ALL INTERESTED
DON’T KNOW
INTERESTED (1,2)
NOT INTERESTED (3,4)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
18%
36%
21%
15%
10%
54%
36%
‘CONNECTED HOME’ FEATURES OF INTEREST TO HOUSEHOLDERS
When asked about the features that would like to see from an alarm that controls other household systems, householders say they want basic functions from their ‘connected home’ (figure 7).
IN ORDER OF PREFERENCE, THE FEATURES THAT HOUSEHOLDERS WOULD MOST LIKE THEIR CONNECTED ALARM SYSTEMS TO PROVIDE ARE:
1. BEING NOTIFIED ON A SMARTPHONE OR TABLET IF THEIR BURGLAR ALARM IS SET OFF
2. TURNING THE LIGHTS ON AND OFF IN THE HOME
3. SEEING LIVE IMAGES FROM ANY CAMERAS INSTALLED IN THEIR HOME
4. TURNING ON THEIR HEATING OR HOT WATER FROM A SMARTPHONE OR TABLET
5. RECORDING TV PROGRAMMES.
Other features that householders would like to see include being able to boil the kettle, control music devices, and pull the curtains – practical functions that promise to save time and effort - rather than fridges that automatically re-order food items, for example.
FIGURE 7. YOU SAID YOU WOULD BE INTERESTED IN HAVING A NEW BURGLAR ALARM INSTALLED IF YOU COULD CONTROL IT ALONG WITH YOUR HOUSEHOLD SYSTEMS USING A SMARTPHONE OR TABLET… WHICH, IF ANY, OF THE FOLLOWING FEATURES WOULD YOU BE INTERESTED IN USING? (PLEASE SELECT ALL THAT APPLY) ALONG WITH YOUR HOUSEHOLD SYSTEMS USING A SMARTPHONE OR TABLET? BASE: ALL GB ADULTS WITH A BURGLAR ALARM (1,378)
HOUSEHOLDERS WITH AN ALARM
BASE: 695
HOUSEHOLDERS WITH AN ALARM
BASE: 695
FEATURES OF INTEREST BY ALARM OWNERSHIP
INTEREST
RANKING
INTEREST
RANKING
BEING NOTIFIED ON A SMARTPHONE OR TABLET IF MY BURGLAR ALARM IS SET OFF
82%
1
78%
1
SEEING LIVE IMAGES FROM ANY CAMERAS INSTALLED IN MY HOME
66%
3
71%
3
TURNING ON MY HEATING/ HOT WATER FROM A SMARTPHONE
OR TABLET
65%
4
69%
4
RECORDING TV PROGRAMMES
45%
5
47%
5
TURNING THE LIGHTS ON AND OFF IN THE HOME
72%
2
73%
2
PROVIDERS TRUSTED TO SUPPLY A BURGLAR ALARM THAT CONTROLS OTHER HOUSEHOLD SYSTEMS
Householders with an alarm would trust an alarm manufacturer most to provide a connected home system with an alarm element.
The survey found that burglar alarm manufacturers would be most trusted to provide such a system - above and above their satellite or cable TV, internet or telephone, gas or electricity, boiler or internet search provider.
And, while a burglar alarm manufacturer would be most trusted by nearly half (49%) of those with an alarm – even one-third (37%) of those without an alarm would trust a burglar alarm provider.
Greater uncertainty is seen amongst those who do not have an alarm (31% vs. 24%), while women are less likely to trust any of the providers than men. Furthermore, nearly 1 in 3 (31%) of women with alarms wouldn’t know who to trust the most. Finally, while internet search providers came low overall, 26% of alarm owners using Google+ would trust them to provide such a system.
FIGURE 8. STILL THINKING ABOUT HAVING A NEW BURGLAR ALARM INSTALLED THAT YOU COULD CONTROL ALONG WITH YOUR HOUSEHOLD SYSTEMS USING A SMARTPHONE OR TABLET... WHICH, IF ANY, OF THE FOLLOWING PROVIDERS WOULD YOU TRUST TO PROVIDE THIS SERVICE IN YOUR HOME? (PLEASE SELECT ALL THAT APPLY) BASE: ALL GB ADULTS WITH A BURGLAR ALARM (695).
MY BURGLAR ALARM MANUFACTURER
MY INTERNET / TELEPHONE PROVIDER
MY GAS / ELECTRICITY PROVIDER
MY SATELLITE / CABLE TV PROVIDER
MY BOILER MANUFACTURER
INTERNET SEARCH PROVIDER (E.G. GOOGLE, YAHOO ETC.)
NONE OF THESE
DON’T KNOW
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
49%
28%
24%
20%
12%
11%
4%
24%
NOTES
All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 4,237 adults. Fieldwork was undertaken between 4th - 6th January 2016. The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+). *The term householders includes both adults who own or rent their home.
ABOUT RISCO
RISCO Group creates integrated security solutions for global security markets. From software solutions to high-performance wired and wireless integrated systems, the company develops products matching customers’ requirements
and industry standards. RISCO Group’s solutions for buildings and control rooms, sophisticated detector technology, intrusion, video and access control systems are found in commercial, industrial, institutional and residential applications around the world.
For more information please visit www.riscogroup.com/uk
PRESS INFORMATION
For press information contact:
Linda Tyrrell
PR Account Director
The Henley Group
T: 01491 570 972
E: linda@henley.co.uk
www.henley.co.uk
For further information contact:
Anna Royds
Head of Marketing UK & I
RISCO Group
T: 0161 655 5516
E: Anna.Royds@riscogroup.co.uk
www.riscogroup.com