Moving This Spring? New Survey Reveals the Value of Safety When Buying or
ADT Launches 2013 Safety Data Index Results Just in Time for Spring Moving
BOCA RATON, Fla. -- April 25, 2013
Today ADT (NYSE: ADT) announced the launch of its first annual Safety Data
Index: a survey examining the safety and lifestyle habits of Americans,
including views on home security as well as common behaviors of homeowners.
Released just in time for moving season and what the National Association of
Realtors is calling the largest growth in the housing market since 2009, the
survey revealed that more than two-thirds of Americans (68%) polled claim a
home security or automation system increases the value of a home.
“We’ve made it our business to understand the modern homeowner,” said Tony
Wells, chief marketing officer at ADT. “This survey in particular helped us
recognize behaviors and perceptions about safety, thereby influencing how we
can tailor solutions to fit into customer’s everyday lives.”
Beyond relevant insights for new home buyers and sellers, the survey also
revealed findings that should encourage Americans to take a closer look at
their own security behaviors:
*Americans feel safe, but may take safety for granted: While Americans
surveyed rate their home safety an average of 85 out of 100, less than
one-third (30%) of those polled who own a security system actually turn it
on at all times, and only 6 in 10 own carbon monoxide detectors.
*Paper shredder or security system – which gives more peace of mind? While
more than half of those surveyed (56%) say they’re concerned about the
security of possessions in their home, and while 72% of parents polled say
they’re concerned about the physical safety of children in their
household, the majority of Americans surveyed are more likely to have a
paper shredder in their home (65%) than a security and automation system
*How well do you know your neighbor? Rather than installing a home
automation and security system, over two-thirds of respondents trust their
neighbors to keep an eye on their home while they are away. Security
systems like ADT Pulse® come with 24/7 monitoring – a good thing since
more than half of home burglaries occur during the day (53% in 2011) when
you and your neighbors may be at work or away, compared to only 27% at
*National safety knowledge has significant room for improvement: America’s
knowledge of national safety and security facts and information is
alarmingly low. When quizzed on a series of national security and safety
questions, survey results showed that the average American scored 1.6 out
*Door Locks Aren’t Always Utilized: Even though locking doors and windows
seems like an obvious security measure, Americans don’t lock their doors
consistently when they’re away. With ADT Pulse, you can check on your home
from work and remotely lock and unlock your doors as needed.
Whether you’re buying, selling, or looking to make necessary home improvements
this spring, a home monitoring system like ADT Pulse may make your home more
attractive to potential buyers and more secure so you can protect what matters
most. To learn more about the ADT Pulse system, please visit:
The ADT Corporation (NYSE: ADT) is a leading provider of electronic security,
interactive home and business automation and monitoring services for
residences and small businesses in the United States and Canada. ADT's broad
and pioneering set of products and services, including ADT Pulse interactive
home and business solutions, and home health services, meet a range of
customer needs for today’s active and increasingly mobile lifestyles.
Headquartered in Boca Raton, Florida, ADT helps provide peace of mind to more
than six million customers, and it employs approximately 16,000 people at 200
locations. More information is available at www.adt.com.
About the Survey
The ADT Safety Data Index was conducted by Edelman Berland among 2,032 general
population consumers representative of the U.S. population; 5,119 residents of
the top 10 Designated Market Areas in the US; and 497 Small Business Owners.
The survey was fielded online from February 8-18, 2013.
The margin of error for consumers (n=2032) at the 95% confidence level is
+/-2.2 percentage points. The margin of error for top 10 DMAs (n=5119) is +/-
4.3 to 4.4 percentage points (varying slightly per market). The margin of
error for Small Business Owners (n=497) is +/- 4.4 percentage points.
Photos/Multimedia Gallery Available:
The ADT Corporation
Sarah Cohn, +1 561-322-7029
Elise Askenazi, +1 561-322-7219
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