The definitive guide to consumer perceptions on home security in Australia Secure Homes Report 2012 ADT Always There
KEY FINDINGS AT A GLANCE 30% of surveyed residents have been a victim of a break-in Mark Norton Managing Director ADT Security Australia To best protect your loved ones and valuable assets, it is important to be armed with the facts about residential crime and security. ADT Security s 2012 Secure Homes Report brings you the latest trends and behaviours towards home security, and reveals public perceptions of safety, privacy, the emotional impact of crime, new technology and more. By understanding the nature of crime and effective protection options, you will be better equipped to enhance the safety of your home and enjoy peace of mind for you and your family. This report has been compiled from online market research panel Pure Profile which conducted this survey of 2000 homeowners and renters around Australia during December 2011. If you have questions, please don t hesitate to contact us on 131 238, or visit www.adtsecurity.com.au Regards, 23% were broken into while a family member was at home Despite this 77% don t believe burglary is a problem in their local area Simple lock and key remains the most popular security method among residents (89%), followed by smoke alarms (74%) which are compulsory throughout Australia Forced entry through a window is the predominant method of break-ins (41%) 76% ask their neighbours to keep an eye out on their home while they are away 86% no longer leave a spare key outside the property for visiting family or tradesmen 68% don t investigate or call the police when they hear an alarm go off in their local area. During the day, while at work is perceived to be the highest risk time for the home being targeted for crime (36%) Invasion of privacy (65%) and identity theft (56%) remain key concerns for residents in relation to break-ins Residents are most concerned about losing personal records such as bank details, credit card statements and passwords (74%) and their computer/laptop (67%) 86% believe that posting your whereabouts on social media websites presents a threat to home security Mark Norton Managing Director ADT Security Australia
18% of Australian residents admitted that they often worry about their home s security Experiences with crime at home 30% of surveyed residents have been a victim of a break-in, with 8% having experienced a break-in in the last 12 months Disturbingly, 23% were broken into while a family member was at home 11% have been a victim of a break in more than once at their current residence Residents crime fears 18% of Australian residents admitted that they often worry about their home s security Common methods of break-ins Residents reported forced entry through a window as the predominant method of break-ins (41%) Other break-in methods included forced entry through back door (17%), forced entry through front door (12%), entry through an unlocked window (10%), through garage (6%), or via balcony (3%) Common methods of break-ins 41 % Gen Y reported being more concerned about home security than other generations. 11% reported being concerned all the time (compared to 6% Gen X, 6% baby boomers, 5% builders), 23% reported often (compared to 16% Gen X, 15% BB, 17% Builders) 17 % 12 % 10 % 6 % 3 % 23% of Australian residents believe burglary is a problem in their local area Measures taken to protect the home Simple lock and key remains the most popular security method among residents (89%), followed by smoke alarms (74%), guard dog (20%), warning signs/stickers (19%), bars on windows/doors (18%) and motion sensors (15%) Others security measures taken include stand-alone alarm (12%), monitored home alarm system (10%), intercom (8%), keypad entry (6%), CCTV (5%) Roller shutters on windows and doors are increasing in popularity 62% upgraded their home security after becoming a break-in victim Homeowners and those paying off a mortgage are most likely to invest in a monitored home alarm system (Homeowners 12%, Renters 4%, Live alone 6%, Family with children 10%, Partner without children 10%, Live alone 7%) Renters are taking far more security risks than homeowners, reluctant to adopt security measures other than simple lock and key or smoke alarms Forced entry through a window Forced entry through back door Forced entry through front door Entry through an unlocked window Through garage Neighbourly behaviour: Keeping home safe while on holidays Via balcony 72% of those broken into warned their neighbours following the crime 76% ask their neighbours to keep an eye out on their home while they are away on holidays, through tasks such as collecting the mail: this is the most popular method used to ensure security while on holidays Older generations more likely to rely on neighbours (Builders 84%, Boomers 80%, X 74%, Y 67%), whereas younger generations prefer to organise a house-sitter (Y 25%, X 25%, Boomers 22%, Builders 15%) Other popular strategies to keep the home holiday safe include setting timers to lights and radios (28%), arranging for a house sitter (23%), lowering landline ringing volume (12%), activating an alarm system (21%)
Residents are becoming more motivated to invest in home security and protect themselves from crime Residents are relying more on alarm systems to protect their homes while on holidays (an increase from 13% in 2010 to 21% in 2011) Fewer renters take precautions to ensure home security before heading on a holiday when compared with homeowners: asking friend/neighbour to keep an eye out (R 68%, HO 80%), set timers to lights and radios (R 21%, HO 32%), lower landline ringing volume (R 10%, HO 12%), activate an alarm system (R 10%, HO 25%) 86% no longer leave a spare key outside the property for visiting family or tradesmen, due to fear of it being stolen 20% of the Builder generation still leaves a spare key outside! (Boomers 15%, X 11%, Y 15%) 68% don t investigate or call the police when they hear an alarm go off in their local area. Generation breakdown of those who don t investigate: Y 75%, X 71%, Boomers 62%, Builders 63% Emotional Impact of Crime Victims of residential crime reported the following emotional impacts: 37% experienced reduced trust levels, 33% anxiety/stress, 17% had sleeping problems, 8% unable to be at home alone Almost a quarter (24%) of females reported having difficulty sleeping/nightmares after their home was target by crime, compared with 9% of males Gen Y reported higher overall incidence of emotional impact than other generations: anxiety/stress (Y 51%, X 38%, Boomers 28%, Builders 20%), inability to be at home alone (Y 26%, X 9%, Boomers 3%, Builders 3%), reduced levels of trust (Y 50%, X 32%, Boomers 39%, Builders 30%), Sleeping problems (Y 32%, X 22%, Boomers 11%, Builders 7%) Motivations for investment in home security Trend: residents are becoming more motivated to invest in home security and protect themselves from crime The most common motivation for investment in electronic security is to feel confident that the home is secure while residents are not there (48%). 37% do so to reduce the likelihood of falling victim to crime, 31% to improve family safety, 23% to protect valuable items, and 19% as an insurance requirement 2010 results: feel confident that the home is secure while residents are not there (28%). reduce the likelihood of falling victim to crime (22%), improve family safety (20%), protect valuable items (15%), and as an insurance requirement (8%) Motivations for investment in electronic security 48 % Factors for consideration when selecting security options 2012 2010 37 % 31 % 28 % 22 % 23 20 % % 19 % 15 % 8 % To secure home when residents are absent To reduce likelihood of falling victim to crime To improve family safety To protect valuable items As an insurance requirement 45% of renters don t invest in home security, compared to 21% of homeowners 40% of those who live alone don t invest in security (compared with 26% living with partner, 27% with a family/children) Ease of use was identified as the most important factor when selecting security options (67%), overtaking ongoing costs (58%) which was most important in 2010 Other important factors were suitability for house/installation requirements (45%), maintenance of system (33%), fast alarm response (25%), 24/7 monitoring (22%), use of latest security technology (15%) Men desire the latest technology in home security more than women (18% v 12%) Design is more important to Gen Y than other generations (Y 16%, X 13%, Boomers 13%, Builders 9%)
67% believe that security cameras are an effective anti-crime effort in their community New technologies Almost half (49%) would like to have the ability to remotely control their home security system while away from home Gen Y is far more interested in remote control than older generations (Y 63%, X 54%, Boomers 41%, Builders 35%) Risk times for crime During the day, while at work is perceived to be the highest risk time for the home being targeted for crime, with 36% of respondents agreeing, while other high risk times were identified as at night (28%), during school/public holidays (28%), and on the weekend (8%). Community anti-crime efforts 67% believe that security cameras are an effective anti-crime effort in their community Social media 86% believe that posting your whereabouts on social media websites presents a threat to home security Concerns about break-ins Invasion of privacy (65%) and identity theft (56%) remain key concerns for residents in relation to break-ins Other major concerns are theft/vandalism to property (the greatest concern, 78%), and violence to family (76%) Residents are most concerned about losing personal records such as bank details, credit card statements and passwords (74%) and their computer/laptop (67%) than anything else Losing items of sentimental value would be far more upsetting (64%) than cash (36%), jewellery (40%), home theatre equipment (20%), camera (28%), car keys (38%) or furniture (12%) Baby boomers are most concerned about identity fraud (Boomers 62%, Builders 53%, X 56%, Y 48%) Gen Y, the Facebook generation are least concerned about invasion of privacy (Y 59%, X 66%, Boomers 67%, Builders 67%) In the event of a break-in, Gen Y is most concerned about their personal computer/laptop (72%) than they are about personal records (68%), cash (43%), camera (35%) home entertainment (30%), or jewellery (43%) Comparatively, Builders, Boomers and Gen X believe personal records is there greatest concern (Builders 82%, Boomers 76%, X 70%) Females more concerned about losing items of sentimental value (F 71%, M 57%), jewellery (F 46%, M 35%) and personal records (F 76%, M 70%) than males. Males more concerned with losing laptop/pc (M 70%, F 65%) 70 % males more concerned with losing laptop 71 % females more concerned about losing items of sentimental value
Inform your neighbours of your holiday plans so that they can keep an eye on your property Every home in every neighbourhood is a target for burglary. Listed below are some simple tips to help you protect your family and home. Inform your neighbours of your holiday plans so that they can keep an eye on your property and be sure to provide them with emergency contact details. Consider hanging old clothes on the line to give the impression someone is home or not away for an extended period of time. Lower the telephone ringing volume so that it cannot be heard from outside your home and avoid leaving a recorded message indicating that you are away. Make sure you or your children don t reveal holiday plans to strangers or online at websites such as Facebook, Myspace, Twitter or Foursquare. Ensure your house has good exterior lighting; think about installing sensor lights at entry and exit points of the house, as light acts as a deterrent to thieves. If possible, time these outside lights to switch on automatically at night. If you are going away, leave a car in the driveway, if possible, or arrange for a neighbour to keep a car there and move it around from time to time. Consider installing a monitored alarm system. While some people place their faith in an unmonitored alarm in the hope that it will deter intruders, these are unfortunately often ignored by neighbours, especially if they frequently go off. If an alarm system is in place the following additional steps are recommended: Ensure your alarm is in working order and has been serviced within the last 12 months. Advise your security company that you are going away. If you are hiring a house sitter, make sure they know how to use your alarm. Ensure you have clear signage indicating that you have an alarm system to deter burglars. ABOUT OUR RESEARCH ADT Security commissioned online market research panel Pure Profile to conduct this survey of 2000 homeowners and renters around Australia during December 2011. For the purposes of the research, the generations are grouped as follows: Generation Y (born 1980-1994), Generation X (born 1965-1979), Baby Boomers (born 1946-1964) and Builders (born before 1946). ABOUT ADT SECURITY With more than a century of experience and providing electronic security solutions to more than eight million residential, commercial and retail customers worldwide, ADT Security is the world s largest electronic security company. ADT Security s products include alarm systems and integrated security applications that link access control, CCTV, electronic article surveillance and source tagging systems. Whether your home is large or small, we offer a wide range of comprehensive security solutions to suit your needs, application and budget.
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