Amazon’s Ring accounted for four out of every ten video doorbells installed by 1,096 respondents to new Strategy Analytics research. Video doorbells are one of the hottest sub-categories in the broader smart home category, an area seeing strong growth and that helps to drive broadband subscribership and speed upgrades.
Google’s Nest followed Ring at 24%. Other makers – including Vivint, Remo, August, SkyBell and SimplySafe—all had less than a 10% share. In all, Strategy Analytics estimates that 16% of U.S. households use video doorbells.
The firm estimates that more than 20 million homes in the U.S. have a video doorbell – and that last year may have been transitional for the category. “After several years of slow adoption, 2019 became the first big year for video doorbells,” Bill Ablondi, Strategy Analytics’ Director, Smart Home Strategies, said in a press release. “Promotional activity by both Amazon and Google has been a major factor, and word-of-mouth on the back of strong satisfaction feedback will help drive these devices into millions more U.S. homes.”
Video Doorbell Research
The survey found that a majority (65%) were satisfied with their product and that the main drivers of purchases were “feeling more secure,” “peace of mind” and “easy to use.” The survey found that half of the doorbells were purchased in stores and half online and that less than a one-third were professionally installed. The survey was conducted last November.
Last March, Parks Associates estimated that U.S. broadband households were averaging more than 10 connected devices. They are a mix of consumer electronic, smart home and connected health equipment products and services.
Another sign of the potential of the home is a study from Strategy Analytics released last August that found that there were almost 5 billion WiFi devices in homes worldwide and that the number would rise to 17 billion by 2030. The study says that video cameras are a member of the third wave of devices, along with smart speakers, appliances and thermostats.