Strategy Analytics: Video doorbells are increasingly popular

The hype about video doorbells is real, as they have rapidly entered the consumer market in the US, UK, Germany and France in just a few years, according to new research from Strategy Analytics, the Smart Home Survey – Video Doorbells.

Strategy Analytics' report points out that despite being on the market for a much shorter time than smart thermostats, security cameras and smart light bulbs, video doorbells are still the fourth most popular device in the smart home market. Similar to security cameras, despite consumers' concerns about privacy and hacker attacks, video doorbells have found a place in millions of smart homes, indicating that for many consumers, their benefits outweigh any potential risks. As expected by Strategy Analytics, video doorbells have the highest penetration rate in the United States among the four countries surveyed, and the US market can be said to be the most mature market. The second largest country is the United Kingdom, followed by France and Germany.

In all four countries covered by the Strategy Analytics survey, Ring was the most frequently mentioned brand by consumers, nearly 50% higher than the second most frequently mentioned brand, Nest. Third-placed SkyBell may not be as well-known as Ring or Nest, but SkyBell has a strong relationship with interactive security companies including Alarm.com and its thousands of security dealers. While Ring and Nest easily received higher consumer attention (the average combined mention of the two brands reached 60%), other brands were also scattered in the UK, Germany and France.

“Not only are Ring and Nest the most well-known video doorbell brands, they have also significantly influenced how video doorbells are sold – establishing price points, determining key sales locations, and outlining the installation process,” said Jack Narcotta, Senior Industry Analyst, Smart Home Strategies service at Strategy Analytics. “The seemingly unlimited sales and marketing resources available to parent companies Amazon and Google have enabled Ring and Nest to establish leadership positions in nearly every country.”

Bill Ablondi, Director of Strategy Analytics’ Smart Home Strategies advisory service, added: “Video doorbells are becoming a mass-market smart home device, and for good reason – they are becoming more affordable, easier to install, and, like their security cameras, consumers are motivated to purchase them by how these devices provide a sense of security and peace of mind. While technical specs will still be important, they will be less so than in the past, as the feature gap between brands will close over the next few years.”