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Who Buys Source

Profiling adults 18+ who obtained a home burglar alarm in the past year:

GfK MRI, 2010

Of those adults 18+ who obtained a home burglar alarm in the last year, 57.2% were women and 42.8% were men.

GfK MRI, 2010

Adults 18+ who purchased a home burglar alarm in the last year, by age bracket: 18-24, 13.3%; 25-34, 26.2%; 35-44, 26.3%; 45-54, 14.9%; 55-64, 10.4%; 65+, 8.9%.

GfK MRI, 2010

Adults 18+ who bought a home burglar alarm in the past year, by HH income: $100,000+, 37.8%; $75-99,999, 19.8%; $60-74,999, 9.4%; $50-59,999, 7.9%; $40-49,999, 7.2%; $30-39,999, 5.1%; $20-29,999, 6.7%; under $20,000, 6.1%.

GfK MRI, 2010

Adults 18+ who obtained a home burglar alarm in the previous year, by race: White, 76.7%; Black, 11.2%; Other, 12.1%; Hispanic origin, 12.7%.

GfK MRI, 2010

Adults 18+ who purchased a home burglar alarm in the last year, by region: Northeast, 12.0%; Midwest, 16.7%; South, 47.9%; West, 23.4%.

GfK MRI, 2010

Adults 18+ who obtained a home burglar alarm in the past year, by marital status: Single, 23.7%; married, 62.3%; separated/widowed/divorced, 14.0%.

GfK MRI, 2010

According to a survey of the largest security dealers, conducted by Security Distributing & Marketing magazine, residential market sectors expected to offer the best potential for sales in 2010: Middle-market homes (existing), 42%; high-end homes (existing), 23%; multi-unit dwellings, 10%; new construction (custom-built), 9%; low-end homes (existing), 4%; new construction (tract homes), 3%; other, 9%.

SDM, 2010

A survey conducted by Security Distributing & Marketing magazine asked security dealers what non-residential market segment they expected to see the highest rate of growth in 2010: Education (schools/colleges), 17%; commercial office space, 16%; retail, 15%; hospitals/health care, 14%; government facilities (federal, state), 12%; industrial/manufacturing, 5%; critical infrastructure, 5%; banks/financial, 3%; hotels/motels/resorts, 3%; restaurants/food service, 3%; utilities, communication, 3%; airports, transportation, 2%.

SDM, 2010

Based on research by Security Sales & Integration magazine, the most likely sources of access control customers: Office buildings, 16%; hospitals/schools/universities, 15%; government facilities (federal, state & local), 13%; industrial manufacturing, 12%; financial institutions, 10%; utilities (electric, water, gas, nuclear, etc.), 9%; warehousing/trucking/transportation, 8%; retail/entertainment, 6%; mass public transportation facilities, 4%; gaming/hotels/resorts/arenas, 4%; residential, 3%.

Security Sales & Integration, 2010

According to research by Security Sales & Integration magazine, the most likely sources of video surveillance business: Office buildings, 16%; hospitals/schools/universities, 15%; government facilities (federal, state & local), 14%; industrial manufacturing, 12%; utilities (electric, water, gas, nuclear, etc.), 9%; financial institutions, 8%; retail/entertainment, 8%; warehousing/trucking/transportation, 7%; mass public transportation facilities, 4%; gaming/hotels/resorts/arenas, 4%; residential, 3%.

Security Sales & Integration, 2010

When They Buy Source

Almost once every 15 seconds a burglary is committed in the U.S., and the busiest burglar season is the summertime, according to the National Burglar & Fire Alarm Association.

NBFAA, 2009

Why They Buy Source

A 2010 Security Sales & Integration survey of security dealers asked the participants what incentives they found helpful in closing sales with new prospects (more than one answer possible): Warranty/service agreements/maintenance contracts, 68%; price discounts, 39%; insurance discounts, 31% referral fees, 31%; financing/cash terms, 27%; promotional items, 13%; free equipment, 12%; free monitoring, 10%; other, 10%.

Security Sales & Integration, 2010

According to the National Burglar & Fire Alarm Association, burglaries of residential properties account for 70% of all burglary offenses.

NBFAA, 2010

How They Buy Source

A 2010 survey by Security Distributing & Marketing magazine asked security dealers what their average monthly monitoring fee was for the following categories of customers or service: Residential subscriber, $26; non-residential subscriber, $37; remote video monitoring, $83.

SDM, 2010

What They Buy Source

Share of security dealer revenues in 2009, based on type of product: Burglar alarms, 29%; video surveillance, 23%; access control, 15%; fire alarms, 14%; integrated security systems, 12%; home systems (other than burglar/fire), 5%; other, 1%. 

SDM, 2010

Share of security dealer revenues in 2009, according to type of service: Non-residential sales/installation, 41%; residential security sales/installation, 20%; service/maintenance, 15%; residential monitoring/leasing, 9%; non-residential monitoring/leasing, 8%; home system installations (other than security), 5%; other, 2%.

SDM, 2010

Where They Buy Source

The top five security firms, based on 2009 gross revenue (totals in millions): 1. ADT Security Services, $4,200.0; 2. Broadview Security, $565.1; 3. Stanley CSS, $465.3; 4. Protection One, $368.1; 5. Monitronics International, $253.3.

SDM, 2010

The 6-10 largest security firms, according to 2009 gross revenue (totals in millions): 6. Slomin's Inc., $203.1; 7. Vector Security Inc., $174.0; 8. APX Alarm Security Solutions, $142.1; 9. Guardian Protection Services, $123.8; 10. ASG Security, $94.7.

SDM, 2010

The 10 U.S. metro areas with the highest vehicle theft rates per capita in 2009: 1. Laredo, TX; 2. Modesto, CA; 3. Bakersfield, CA; 4. Stockton, CA; 5. Fresno, CA; 6. Yakima, WA; 7. San Francisco/Oakland/Fremont, CA; 8. Visalia/Porterville, CA; 9. Las Vegas/Paradise, NV; 10. Albuquerque, NM.

National Insurance Crime Bureau, 2010

Business Trends Source

Total revenues for the security industry slipped from $48.5 billion in 2008 to $44.7 billion in 2009. Revenues for 2010 are projected to be $43.9 billion, according to research by Security Distributing & Marketing magazine.

SDM, 2010

According to a survey of security dealers, done by Security Sales & Integration magazine, the percentage of the respondents' marketing budgets devoted to the following customer segments in 2009: Commercial, 45%; residential, 27%; industrial, 25%; other, 3%.

Security Sales & Integration, 2010

According to a 2010 survey of security dealers, conducted by Security Distributing & Marketing magazine, factors the respondents believe will affect their sales the most during the next three years (multiple answers): Economic conditions, 90%; capital spending by business, 41%; crime, 36%; disposable consumer income, 27%; residential building activity, 26%; non-residential building activity, 24%; sales/marketing of security systems, 18%; purchasing decisions shifting to IT, 16%; terrrorism, 11%.

SDM, 2010

Based on a 2010 survey of security dealers, commissioned by Security Distributing & Marketing magazine, what the survey participants feel will be their greatest challenges during the next three years (multiple answers): Increasing sales, 60%; protecting profit margins, 49%; controlling costs, 35%; competing effectively, 30%; generating recurring revenue, 29%; keeping current with technology, 28%; finding/retaining employees, 17%; diversifying my business, 15%; training employees, 14%; keeping up with customer demand, 9%; reducing false alarms/police response, 7%. 

SDM, 2010

Misc Source

Based on a study by the National Insurance Crime Bureau, holidays that experienced the most vehicle thefts in 2010: 1. New Year's Day; 2. Memorial Day; 3. Halloween; 4. Labor Day; 5. New Year's Eve; 6. Christmas Eve; 7. Independence Day; 8. President's Day; 9. Valentine's Day; 10. Thanksgiving.

National Insurance Crime Bureau, 2011

Nationwide in 2008, the average dollar value of property taken during burglaries was $2,079.

NBFAA, 2010

Of all burglaries, 61.2% involve forcible entry, 32.3% are unlawful entries (without force), and the remaining 6.5% are classified as forcible entry attempts.

NBFAA, 2010

A 2010 demographic profile of security industry management personnel, compiled by Security Sales & Integration magazine, showed that the average manager is 51 years old; 90% are male and 91% are white/caucasian.

Security Sales & Integration, 2010