In terms of industry growth, the under-penetration of ADT's target markets for home security services is often touted as a strong driver of growth. Based on research from Parks Associates, home security penetration is estimated at 19% of U.S. households, significantly lower than other home services such as television and Internet, which are in 70-90% of households. However, consumers are generally unaware of technological advancements in the home security market and cost savings with less expensive IP-enabled security equipment. Ironically, an internet connection at home is now viewed as more important and less discretionary than a home security solution by consumers. According to a Barrons article in February this year, ADT could potentially acquire its competitors which are mostly owned by private equity firms.

From the article, "Is Your Portfolio Secure With This Security Stock?"

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