"Stats Don't Lie" Says Deceptive IFSEC

By: John Honovich, Published on Jul 30, 2019

While IFSEC has declared #statsdontlie and trumpeted seemingly skyrocketing visitor numbers, they are decieving about their show's problems.

On July 29, 2019, IFSEC declared:

34,000+ is an impressive number, especially since it represents a 25% surge versus their 2018 reported attendance of 27,350.

New Statistics

As we reported earlier this month, IFSEC has changed their statistics.

In the past, they just counted people who registered specifically for IFSEC. This year, they counted people who registered for other shows that were co-located in the same center and days and who they tracked as having attended IFSEC as well. They explained to IPVM:

We have found through the customer insight work we’ve been doing this year that there is huge crossover between brands, with many people attending more than 1 of the shows due to an overlap in their interests. For example, FMs attending Facilities Show are increasingly finding that security installation and technology fall under their remit, hence they also attend IFSEC; going to seminars, speaking with Exhibitors etc.

This increased understanding, and better tracking capabilities, has allows us to quantify just how many of these crossover attendees there are and we welcome them with open arms as we attempt to make the event a more holistic experience allowing all four shows to merge creating a one stop shop for everything Security, Fire, Safety, Health and Facilities related.

Refuse To Release IFSEC Registrant Count

Get Notified of Video Surveillance Breaking News
Get Notified of Video Surveillance Breaking News

Making things worse, the organizers refuse to release the specific IFSEC registrant count for 2019, the approach they have used for many years and still evidently do for other co-located shows that actually have increased visitor numbers, e.g.:

FIREX International saw an impressive 4% increase in year-on-year visitors...

Facilities Show also demonstrated a 3% increase in visitors...

Safety & Health Expo secure a 3% increase in visitors 

Attendance is Down

The decline in real IFSEC is obvious. For example, SourceSecurity, an IFSEC media partnerreported the headline of "A Shrinking IFSEC 2019 In London".

Moreover, IHS-Markit posted a report saying that IFSEC 2019 attendance had declined:

attendance at the 2019 exhibition held in London in June was small compared to previous years...

the noticeable decline in visitors and exhibitors

What is especially ironic about the IHS report is that their security group has (literally) been traded to Informa, which is the owner of IFSEC. So effectively, their own co-workers are reporting the obvious reality and contradicting IFSEC.

IFSEC Response

We previewed our concerns about "#statsdontlie" prior to publishing and IFSEC responded, reiterating their new approach:

The headline figure comes from all of those who enter the IFSEC halls and interact with exhibitors, or go into one of the seminar theatres. This number has seen increases due to a larger numbers of relevant visitors crossing over from the events IFSEC is co-located with, which we can now track more effectively than ever due to our exhibitors using our industry-leading data capture system and improved data and analytics capabilities internally. Exhibitors have told us that these crossover visitors are really valuable to them, as they have pressing needs for the security products and solutions that are being launched and demonstrated at IFSEC.

I am sorry you feel this is misleading but we stand by our figures as an accurate reflection of attendance at IFSEC this year.


IFSEC is obviously being deceptive and throwing it in the face of the industry by tagging it with 'statsdontlie'.

Sure, IFSEC can argue that this literally is not a lie, just corporate marketing sleight of hand, where they replace one statistic with another, call it essentially the same thing and hope people do not notice.

Maybe IFSEC exhibitors are dumb. Maybe people in the UK are gullible. Or maybe that is just IFSEC's bad bet.

However, we are in the security industry so we should strive not to deceive and wrap it a hashtag of 'statsdontlie'.

Comments (16) : PRO Members only. Login. or Join.

Related Reports

Dahua Wiretapping Vulnerability on Aug 02, 2019
IPVM has validated, with testing, and from Dahua, that many Dahua cameras have a wiretapping vulnerability. Even if the camera's audio has been...
ZeroEyes Gun Detection Startup on Jul 16, 2019
A gun detection video analytics startup, ZeroEyes, is being led by a group of 6 former Navy SEALs, aiming to "save lives" by using AI to assist...
Bosch Integrating Sony Video Security Sales And Marketing Team on Jul 03, 2019
What is the future of Sony in video surveillance? In 2016, Bosch and Sony announced an atypical 'partnership'. Now, Bosch tells IPVM that they...
Directory of 60 Video Surveillance Startups on Jun 25, 2019
This directory provides a list of video surveillance startups to help you see and research what companies are new or not yet broadly known. 2019...
IFSEC 2019 Show Report on Jun 19, 2019
The UK's largest trade show, IFSEC, is underway and IPVM has been examining what is new and happening at the show. Inside, we cover: Huawei...
ADT Eliminating Acquired Brands, Unifying Under 'Commercial' Brand on Jun 14, 2019
ADT is eliminating the brands of the many integrators it has acquired over the past few years, including Red Hawk, Aronson Security Group (ASG),...
Nortek and SDS Fight Over Failed Settlement on Jun 05, 2019
Distributor SDS said they reached a deal with Nortek but Nortek says no settlement was reached and the suit is still on. In this post, based on...
Verkada Favorability Results 2019 on May 29, 2019
Verkada has taken the industry by storm with the fastest growing video surveillance sales organization ever and a half billion dollar valuation....
Security / Privacy Journalist Sam Pfeifle Interview on May 24, 2019
Sam Pfeifle is best known as the outspoken former Editor of Security Systems News. After that, he was publications director at the International...

Most Recent Industry Reports

China Dahua Replaces Their Software With US Pepper on Aug 22, 2019
What does a US government banned company do to improve its security positioning in the US? Well, Dahua is unveiling a novel solution, partnering...
Security Integrators Outlook On Remaining Integrators In 2025 on Aug 22, 2019
The industry has changed substantially in the last decade, with the rise of IP cameras and the race to the bottom. Indeed, more changes may be...
First GDPR Facial Recognition Fine For Sweden School on Aug 22, 2019
A school in Sweden has been fined $20,000 for using facial recognition to keep attendance in what is Sweden's first GDPR fine. Notably, the fine is...
Anyvision Facial Recognition Tested on Aug 21, 2019
Anyvision is aiming for $1 billion in revenue by 2022, backed by $74 million in funding. But does their performance live up to the hype they have...
Dahua 4K Camera Shootout on Aug 20, 2019
Dahua's new Pro Series 4K N85CL5Z claims to "deliver superior images in all lighting and environmental conditions", but how does this compare to...
ZK Teco Atlas Access Control Tested on Aug 20, 2019
Who needs access specialists? China-based ZKTeco claims its newest access panel 'makes it very easy for anyone to learn and install access control...
Uniview Beats Intel In Trademark Lawsuit on Aug 19, 2019
Uniview has won a long-running trademark lawsuit brought by Intel, with Beijing's highest court reversing an earlier Intel win, centered on...
Suprema Biometric Mass Leak Examined on Aug 19, 2019
While Suprema is rarely discussed even within the physical security market, the South Korean biometrics manufacturer made global news this past...
Verkada People And Face Analytics Tested on Aug 16, 2019
This week, Verkada released "People Analytics", including face analytics that they describe is a "game-changing feature" that "pushes the...

The world's leading video surveillance information source, IPVM provides the best reporting, testing and training for 10,000+ members globally. Dedicated to independent and objective information, we uniquely refuse any and all advertisements, sponsorship and consulting from manufacturers.

About | FAQ | Contact