Press release

Amazon’s Ring Leads Google’s Nest As 16% Of US Homes Adopt Video Doorbells: Strategy Analytics

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Amazon is leading Google in the fast-growing video doorbell market, according to new research from Strategy Analytics’ Smart Home Strategies service. The survey of 1096 US smart homes found that 36% have now installed a video doorbell. Amazon’s Ring accounts for 40% of doorbells in use, followed by Google’s Nest with 24%. All other brands each account for less than 10% of doorbells in use, including Vivint, Remo, August, SkyBell and SimplySafe. Strategy Analytics estimates that more than 20 million US homes now use a video doorbell.

Other survey findings include:

  • 65% of owners are extremely satisfied with their video doorbell
  • Main purchase drivers are “feeling more secure”, “peace of mind” and “easy to use”
  • Half of video doorbells are purchased in a bricks-and-mortar store; the rest are purchased online
  • Most video doorbells are installed by the purchaser or a member of the household or friend; less than a third are professionally installed

Bill Ablondi, Director, Smart Home Strategies at Strategy Analytics commented: “After several years of slow adoption, 2019 became the first big year for video doorbells. 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 US homes.”

Jack Narcotta, Senior Analyst, added: “As elsewhere in the smart home ecosystem, Amazon and Google are vying for leadership in a key emerging category. For competitors there is a danger that they will be left further behind in a two-horse race. To survive they must ensure that their product capabilities and brand strategy are laser-focused on the needs and expectations of their target user segments.”

Editor’s Note: Strategy Analytics surveyed 1096 respondents with smart home devices in the US in November 2019

About Strategy Analytics

Strategy Analytics, Inc. provides the competitive edge with advisory services, consulting and actionable market intelligence for emerging technology, mobile and wireless, digital consumer and automotive electronics companies. With offices in North America, Europe and Asia, Strategy Analytics delivers insights for enterprise success.