DIY Home Security Systems Gaining Share, Says Parks

Half of 2021 security system sales were do-it-yourself products, and they will soon be most of the market, said Parks Associates Thursday. The need for differentiation is driving product expansion and innovation as companies look to maintain share. Cameras and video doorbells are the top two devices security system owners are adding, followed by smart door locks and additional motion sensors. As of Q4, 15% of U.S. internet households had a smart doorbell, up from 10% in 2019. Energy is an adjacent market, with many security companies partnering with firms offering energy generation, storage, or management capabilities, Parks said, citing ADT’s recent purchase of Sunpro Solar. Brinks Home partnered with Sunnova Energy, and its dealers can now offer Sunnova's solar, battery, and energy services. Eight percent of U.S. internet households report owning power-generating solar (solar PV) panels, double the rate from five years ago, Parks said. Security-system households “strongly over-index on solar ownership,” it said, with 17% of all security system households reporting they also own solar PV panels.