ON World

Video Security Sales Surging, Up 55% Online in 2020

Rising crime and consumers’ increased attention on home improvement has driven sales for smart home safety and security products over the past 18 months. Online unit sales jumped by 55% percent in 2020.

ON World’s latest surveys with 3,000 broadband households also found high demand for video security with 1 in 5 planning to purchase a smart home security camera in the next two years.

Video Doorbells: Smart Home Gateway

Video doorbells are the most appealing smart home security product especially with potential new buyers. For consumers who are interested but do not yet own a smart home security product, video doorbells are preferred by 80%, nearly 2X higher than then next product segment, IP security cameras.

For half of the early adopters, video doorbells were the first smart home product they purchased. Two-thirds of those interested in smart home security are planning to purchase a video doorbell as their first smart home product compared with a third who are planning an IP security camera.

Multiple Cameras per Household

Three quarters of current video security users own 2 or more IP security cameras. Nearly 9 in 10 of the smart home security users are planning to buy additional IP security cameras in the future.

Indoor cameras are driving the multi-camera trend. Outdoor cameras dominated video security until just a few years ago. Today, security cameras that support indoor use now make up over half of the unit sales.

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About ON World:
ON World provides market research and business intelligence on Internet of Things (IoT).  Since 2003, our research reports, datasets and customized research services have been used by Fortune 500 companies, investors and developers worldwide to advance IoT solutions in hundreds of industries.

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07/05/2021