The results of the J.D. Power 2019 Home Security Satisfaction Study are officially out. This year, the study expanded to include not only the professionally installed (pro install) home security systems but also do-it-yourself (DIY install) systems, reflecting their popularity in the market.
“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. “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 are key to staying competitive in a fast-changing industry.”
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, according to the survey. Nearly half of customers (45 percent in the pro install segment and 40 percent 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 percent), as well as the purchase of a new home (24 percent). DIY customers are largely motivated by peace of mind (36 percent) and protecting their property (34 percent).
When it comes to selecting a provider, priorities differ between the two segments. Pro install customers are driven mostly by brand reputation (42 percent) while DIY install customers lean more heavily on price (63 percent) to aid in their decision making.
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). DIY install customers are also 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.
The J.D. Power survey also includes multiple rankings of security companies.
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 measured customer satisfaction with home security systems based on six factors: billing and payment; customer service; price; professional monitoring; purchase and installation; and quality of the home security system.
The 2019 Home Security Satisfaction Study is based on responses from 5,289 customers and was fielded 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 global provider of consumer insights, advisory services and data and analytics. For more information on the J.D. Power Home Security Satisfaction Study, visit https://www.jdpower.com/business/resource/home-security-satisfaction-study.