Evolving Doorsteps and Watchful Eyes: Adoption and Impact of Video Devices in Modern Homes

Video devices are among the strongest performing devices in the smart home ecosystem. In this Quantified Consumer study, Video Doorbells and Smart Cameras: Purchasing, Use, and Business Models, Parks Associates quantifies household familiarity and adoption of video doorbells and smart cameras, as well as future purchase intentions.

Video doorbells are doorbells with an integrated video stream that are connected to the Internet and communicate to the owners’ smartphones, tablets, and, in some cases, computers and smart speakers or smart displays. Traditionally, doorbells, door chimes, and intercoms have been hard-wired, AC-powered devices that communicate only within the home. In the connected home, these devices may be hardwired or battery-powered.

Smart cameras, also known as network or IP cameras, are connected to the Internet and communicate to the owners’ smartphones, and other connected devices. Networked cameras are most often used for video surveillance. Networked cameras are offered in a variety of form factors, including standard standalone cameras (used for security, baby/child monitoring, and pet monitoring), and all-in-one cameras (multi-sensor devices that combine camera with sensors for motion, temperature, humidity, air quality, and a siren/alarm). They do not include webcams or other cameras connected directly to a computer.

Consumers have been buying these products online from the beginning; the retail channel continues to grow and dominate. Between 4Q 2021 and 4Q 2022, online purchasing increased by about 20% for both devices.

• The generations that are currently big buyers of these smart products prefer online buying.? It is without hassle. Brands need clear and easy-to-navigate websites.? As consumers wander around the web researching products, they want easy to use and understand instructions and information for devices under consideration. Without those, the prospect will default to brand or price alone.
• There does remain, of course, in-store buying. Again, clarity wins.? The store does enable the manufacturer to offer demonstration of the product –useful to some buyers.

Over time, Intenders will resemble more average US demographics, including older generations. That will increase in-store shopping. Manufacturers and retailers need best efforts for both channels.

While the triggers for smart camera and video doorbell purchases are similar, there are two exceptions:

• One is?“seeing a friend’s or family member’s” for video doorbells. That trigger jumped nearly 50% in 2022 for doorbells but not for smart cameras.
• The second relates to a camera being offered in a new home build as an option.? That has nearly a 50% drop for smart cameras but is roughly the same for video doorbells.

Video doorbells are visible and obvious.? Cameras may or may not be. Both products engender very high rates for “would buy again” but cameras’ NPS dropped even further than video doorbell’s NPS.

The top purchase trigger, seeing one at a friend’s or family home, jumped this past year as adoption exceeded the magic 15% mark.

This is an excerpt from Parks Associates research. This consumer study explores the buyer journey for camera devices and important elements of the user experience. This study also tests top preferred features for new video devices, and preferences for AI-based smart camera services.

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