Amazon’s Ring leads Google’s Nest as 16% of US homes adopt video doorbells

February 13, 2020

BOSTON--(BUSINESS WIRE)-- Amazon is leading Google in the fast-growing video doorbell market, according to new research from Strategy Analytics’Smart Home Strategiesservice. Thesurveyof 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