Axis's Retail Report Examined

By John Honovich, Published on Jan 12, 2011

In this note, we examine a report on retail surveillance use sponsored by Axis. While the report claims an overwhelming interest in network surveillance, we believe the sample size is heavily biased to chain retailers with large locations, under-representing the mass of retailers who find it quite difficult to justify IP camera adoption.

Axis shared a copy. Read the full 33 page retail report [link no longer available].

Let's start by examining key findings from the report:

  • 98% use video surveillance
  • More than half have used it for more than a decade
  • 2/3rds use analog cameras, 1/4 use IP cameras
  • 87% of retailers using analog 'have considered' using IP instead
  • Nearly 80% do not have video integrated with their central monitoring station
  • Maintenance costs and technical issues were top reported issues
  • The overwhelming issue cited in not moving to IP was cost
  • Over 25% of retailers say they use people counting and over 10% use dwell time or hot/cold analytics

To put these numbers into perspective, we must understand who are these retailers (as retail is a massive world). Here are the key metrics of the participants:

  • Over 80% have more than 100 stores (half of those have more than 500)
  • Only 6% had less than 25 stores
  • Over 70% of respondents had stores of 10,000 sqft or more (for perspective, most retailers in malls are considerably less than 10,000 sqft - obviously excluding department stores)

The retailers in the report are large organizations with fairly large stores. This mean higher camera counts and more security demands than most retailers.

The retail 'world' is quite large and diverse. While there are many large chains, retail is also filled with smaller sites and smaller operations. For instance, according to US government records, there are over 25,000 convenience stores [link no longer available], 100,000 gas stations, 130,000 clothing stores (here's a table from the US Census office breaking down retail locations by category [link no longer available]). These organizations are not properly represented in the study. In our experience, they have significant challenges making the move to IP (much more than their big box brethren).

If analog has a 2.5x lead over IP in this group, we would suspect this would be 5x or 10x in a more diverse study of retailers.

The same concern applies to video analytics. We also question whether those numbers mean that the retailer uses analytics in all their locations or only in a few. In our experience, many retailers use analytics in a few locations (pilots, early stage roll-outs, etc.). We suspect these were counted in the survey, misleading the true adoption of analytics.

As a final note, it is interesting that even the relatively large retailers chosen cite cost as the number #1 concern - perhaps they need to read Axis's other 'study'.

1 report cite this report:

2011 Mid Year Video Surveillance Review on Jun 11, 2011
The first half of 2011 featured a number of important shifts within the video...
Comments : Members only. Login. or Join.

Related Reports

Fever Camera Sales From Integrators Surveyed on Jun 01, 2020
Fever cameras are the hottest trend in video surveillance currently but how...
Axis Compares Fever Camera Sellers to 9/11 on Sep 18, 2020
Axis Communications, the West's largest surveillance camera manufacturer, has...
Intersec 2020 Final Show Report on Jan 21, 2020
IPVM spent all 3 days at the Intersec 2020 show interviewing various...
Axis Cracks Down On Illicit Channel Sales on Nov 01, 2019
Axis has stepped up efforts to crack down on illicit channel sales according...
Dahua Taunts Australian Government, Continues To Sell Illegal Fever Cameras on Aug 10, 2020
Dahua is effectively taunting the Australian government by continuing to sell...
Clearview AI Alarm - NY Times Report Says "Might End Privacy" on Jan 20, 2020
Over the weekend, the NY Times released a report titled "The Secretive...
Facial Recognition: Weak Sales, Anti Regulation, No Favorite, Says Security Integrators on Jul 07, 2020
While facial recognition has gained greater prominence, a new IPVM study of...
Video Analytics 101 on Mar 16, 2020
This guide teaches the fundamentals of video surveillance...
Axis Exports To China Police Criticized By Amnesty International on Sep 21, 2020
Axis Communications and other EU surveillance providers are under fire from...
Budget Covert Cameras Tested on Nov 26, 2019
Covert cameras under $100 are widely available online but are they any...
Online Video Surveillance Sales Comparison - Amazon, B&H, CDW, LTS, Super Circuits, More on Jul 31, 2019
IPVM has uncovered the key trends and top options being offered across...
IP Camera Browser Support: Who's Broken / Who Works on Dec 10, 2019
For many years, IP cameras depended on ActiveX control, whose security flaws...
Integrated IR Camera Shootout 2020 - Avigilon, Axis, Bosch, Dahua, Hanwha, Hikvision, Panasonic, Uniview, Vivotek on Jan 30, 2020
The best and worst cameras tested in this IPVM shootout showed major...
Infinova, March Networks and Swann H1 2020 Financials Examined on Sep 02, 2020
While Dahua and Hikvision, helped by fever camera sales, are recovering from...
IFSEC Report: US Ban Hurting Hikvision In Europe on Sep 04, 2019
Prominent UK publication IFSEC Global has issued a new report finding that US...

Recent Reports

ISC Brasil Digital Experience 2020 Report on Oct 23, 2020
ISC Brasil 2020 rebranded itself to ISC Digital Experience and, like its...
Top Video Surveillance Service Call Problems 2020 on Oct 23, 2020
3 primary and 4 secondary issues stood out as causing the most problems when...
GDPR Impact On Temperature / Fever Screening Explained on Oct 22, 2020
What impact does GDPR have on temperature screening? Do you risk a GDPR fine...
Security And Safety Things (S&ST) Tested on Oct 22, 2020
S&ST, a Bosch spinout, is spending tens of millions of dollars aiming to...
Nokia Fever Screening Claims To "Advance Fight Against COVID-19" on Oct 22, 2020
First IBM, then briefly Clorox, and now Nokia becomes the latest Fortune 500...
Deceptive Meridian Temperature Tablets Endanger Public Safety on Oct 21, 2020
IPVM's testing of and investigation into Meridian Kiosk's temperature...
Honeywell 30 Series and Vivotek NVRs Tested on Oct 21, 2020
The NDAA ban has driven many users to look for low-cost NVRs not made by...
Ubiquiti Access Control Tested on Oct 21, 2020
Ubiquiti has become one of the most widely used wireless and switch providers...
Avigilon Aggressive Trade-In Program Takes Aim At Competitors on Oct 20, 2020
Avigilon has launched one of the most aggressive trade-in programs the video...
Mexico Video Surveillance Market Overview 2020 on Oct 20, 2020
Despite being neighbors, there are key differences between the U.S. and...
Dahua Revenue Grows But Profits Down, Cause Unclear on Oct 20, 2020
While Dahua's overall revenue was up more than 12% in Q3 2020, a significant...
Illegal Hikvision Fever Screening Touted In Australia, Government Investigating, Temperature References Deleted on Oct 20, 2020
The Australian government told IPVM that they are investigating a Hikvision...
Panasonic Presents i-PRO Cameras and Video Analytics on Oct 19, 2020
Panasonic i-PRO presented its X-Series cameras and AI video analytics at the...
Augmented Reality (AR) Cameras From Hikvision and Dahua Examined on Oct 19, 2020
Hikvision, Dahua, and other China companies are marketing augmented reality...
18 TB Video Surveillance Drives (WD and Seagate) on Oct 19, 2020
Both Seagate and Western Digital recently announced 18TB hard drives...