Parks Associates: Nearly Half of DIY Security Systems Owners Purchase Their Systems Online Versus Just Under a Quarter of Pro-install System Owners

DIY customers show higher interest in add-on services than do security customers with a professionally installed system

DALLAS, March 2, 2023 /PRNewswire/ — Parks Associates released new research today, available to purchase online, showing nearly half of DIY security systems owners purchase their systems online versus just under a quarter of pro-install system owners. The new study, Home Security User Experience: Pro vs. DIY Installation, tracks the purchase journey for security system owners and quantifies the impact of pro-install versus DIY in owners’ experiences.

“Consumers want choice, especially when it comes to the sales channel, so traditional security players must adapt, separating the sales approach from the installation method,” said Chris White, Director, Research, Parks Associates. “There is still demand for professional installation options, as well as upsell opportunities for value-added services such as energy management and data security, but security players have to sell online in order to capture a new generation of buyers.”

The study of 10,000 US internet households investigates purchase trends and triggers for security ownership and identifies key differences among security system users.

“DIY system owners do not want to deal with company representatives and want the convenience of transparent pricing online,” White said.

This research helps understand the unique demographic profiles of DIY and pro-installation security system buyers, what devices are acquired at purchase, and what are the most impactful triggers in the decision to get security services.

Parks Associates is addressing the growth in smart home devices in its latest CONNECTIONS virtual session, hosted today, March 2, starting with a special roundtable “Energizing a Smarter Home: Solar and Security,” sponsored by Additional sessions address channel expansion and strategies to attract new buyers, with executives from Kaadas Smart Door Locks, Pepper IoT, Alula, Brilliant, Silicon Labs/Z-Wave Alliance LLC, Kwikset, Athom, and Ivani.

Registration for this CONNECTIONS session is available online. CONNECTIONS sponsors are Cox Communications, Nice, Ubiety,, Connectivity Standards Alliance, Johnson Controls, Rapid Response Monitoring, Schneider Electric, Xailient, Ivani, Cooktop Safety, Nimbio, and Becklar.

To request data or an interview, please contact Rosey Sera at
, 972.996.0233.

About Parks Associates
Parks Associates, a woman-owned and woman-led internationally recognized market research and consulting company, specializes in emerging technology solutions serving the consumer and small to medium business (SMB) markets. Celebrating its 35th year in 2021, Parks Associates is a partner to companies navigating the changing consumer technology landscapes through data-driven market insights, extensive consumer and industry intelligence, custom marketing services, and executive networking experiences and conferences.

The company’s expertise includes home automation, control systems and security, digital media and platforms, entertainment and gaming, home networks, internet and video services, connected health and independent living solutions, mobile applications and services, support services, consumer electronics, and energy management solutions.

Each year, Parks Associates hosts industry webcasts, Smart Spaces: Apartments, Hospitality, and Community Living, the CONNECTIONS Conference Series, Connected Health Summit, Smart Energy Summit: Engaging the Consumer, and Future of Video: OTT, Pay TV, and Digital Media.

Rosey Sera
Parks Associates

SOURCE Parks Associates