2021
9
UK Smart Security Market Report 2021
2021-08-04T04:05:48+01:00
OX1072829
2195
141129
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Report
en_GB
“Despite Ring having clear dominance in the market, many of its customers are open to using other brands. Outdoor security cameras that can offer a higher resolution than Ring’s Stick…

UK Smart Security Market Report 2021

£ 2,195 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the UK Smart Security market, including the behaviours, preferences and habits of the consumer.

Ring dominates the smart security market in terms of its advertising spend and consumers’ ownership of its doorbell ahead of other brands. However, 47% of Ring doorbell owners say it is not important that all their smart security is from the same brand, compared to 40% of all doorbell owners. Therefore, there is the opportunity for other companies to appeal, particularly outdoor security cameras which are the device that Ring owners are most likely to buy in the next year (25%).

The overall smart security market has continued to grow over the last year and ownership reached 13% in 2021, despite COVID-19 causing some initial financial concern. The outlook for the upcoming years is even more positive, with consumers’ confidence in their finances being the strongest since the pandemic and interest in smart security growing significantly from last year (to 48% in 2021 from 41% in 2020).

There continue to be significant privacy concerns over smart indoor cameras which are fuelled by the data breaches across the last year, affecting brands such as Eufy. There is still a role for these devices though, particularly with 43% of workers not intending to work from home once COVID-19 eases. Going back into work regularly could provide consumers with motivation to buy smart indoor cameras to monitor the home while they are away.

For consumers who are still uncomfortable with those devices, a more privacy-focused alternative is a smart motion sensor. Just 9% of people intend to buy one in the next year but that could possibly be due to a lack of understanding or awareness of smart motion sensors among the average consumer. These products can appeal as a device to track any unexpected movement in the house but the exclusion of a camera provides a layer of privacy when the homeowner is there.

Read on to discover more details or take a look at all of our UK Household, House and Home market research.

Quickly understand

  • The short-, medium- and long-term impact of COVID-19 on ownership of smart security devices.
  • The type of smart security devices that consumers own, which type they intend to buy over the next year and which device would make them feel most secure.
  • The reasons why people without smart security have not bought it yet and whether the COVID-19 lockdowns have reduced consumers’ interest in buying security products.
  • Smart home security market share.
  • Smart security market.

Covered in this report

Brands: Ring, Google, iParcelbox, Kami, Arlo, Glue Home.

Expert analysis from a specialist in the field

This report, written by Zach Emmanuel, a leading analyst in the Technology sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Despite Ring having clear dominance in the market, many of its customers are open to using other brands. Outdoor security cameras that can offer a higher resolution than Ring’s Stick Up Cam at a cheaper price are likely to appeal to current Ring doorbell owners. An example is the Reolink RLC-810A which provides 4K recording compared to 1080p on Ring’s alternative.
Zach Emmanuel - Research AnalystZach Emmanuel
Consumer Technology Analyst, 1 July 2021

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • COVID-19: market context
          • Economic and other assumptions
            • Products covered in this Report
            • Executive Summary

                • Impact of COVID-19 on smart security
                  • Figure 1: Short-, medium- and long-term impact of COVID-19 on smart security, 1 July 2021
                • The market
                  • Smart security market to be boosted by consumers’ growing financial confidence
                    • Impact of the Matter internet protocol on the smart security market
                      • Privacy breaches likely to add to concern over indoor security cameras
                        • Companies and brands
                          • Ring debuts Bird’s Eye View feature on Video Doorbell Pro 2 and Floodlight Cam
                            • Kami launches smart doorbell with face detection and recognition
                              • Companies spent £11 million on smart security advertising in 2020
                                • The consumer
                                  • Ownership of smart security continues to rise during COVID-19
                                    • Figure 2: Ownership of smart security at home, 2019-21
                                  • Dual-parent families lead ownership of smart security devices
                                    • Figure 3: Type of smart security at home, 2021
                                  • Smart motion sensors can appeal to those uncomfortable with cameras
                                    • Figure 4: Intent to buy smart security over the next year, 2021
                                  • A lack of understanding about smart security remains across the generations
                                    • Figure 5: Barriers to getting smart security, 2021
                                  • Lower income homes feel more secure with smart doorbells than average
                                    • Figure 6: Smart security devices that feel most secure, 2021
                                  • Almost six in ten smart doorbell owners have a Ring doorbell
                                    • Figure 7: Brand of smart doorbell owned, 2021
                                  • Discounted installations for over-60s could help to engage older consumers
                                    • Figure 8: Most important features in smart doorbells, 2021
                                  • Consumers show engagement with biometrics and security
                                    • Over half of consumers say COVID-19 has not reduced their interest in buying smart security
                                      • Figure 9: Attitudes towards biometrics, passwords and subscriptions for smart security, 2021
                                  • Issues and Insights

                                    • How COVID-19 is shaping the smart security market
                                      • Families could be encouraged to buy smart security for older relatives
                                        • Ring is the dominant security brand but its customers could be tempted to try other companies
                                        • The Market – Key Takeaways

                                          • Positive outlook for smart security with consumers now far more confident over finances
                                            • Over four in ten consumers without smart security are interested in buying
                                              • Matter is set to bring seamless interactivity between security and other smart home devices
                                                • Data breaches involving indoor cameras continue
                                                • Market Drivers

                                                  • Impact of COVID-19 on smart security
                                                    • Figure 10: Short-, medium- and long-term impact of COVID-19 on smart security, 1 July 2021
                                                  • Smart security market to be boosted by consumers’ growing financial confidence
                                                    • Consumers have the strongest interest in smart security out of all connected home devices
                                                      • Figure 11: Interest in buying smart home devices including smart security, 2021
                                                    • Impact of the Matter internet protocol on the smart security market
                                                      • Consumers are expected to mix security brands
                                                        • Interactivity between devices
                                                          • Impact on company subscriptions
                                                            • Privacy breaches likely to add to concern over indoor security cameras
                                                              • Eufy data breach
                                                                • Verkada cyberattack
                                                                  • Importance of data protection
                                                                    • Appeal of indoor cameras post-COVID-19
                                                                    • Companies and Brands – Key Takeaways

                                                                      • Ring adds movement tracking with Bird’s Eye View feature
                                                                        • Kami offers face detection and recognition with smart doorbell
                                                                          • Smart security advertising is heavily focused on smart doorbells
                                                                          • Launch Activity and Innovation

                                                                            • Ring debuts Bird’s Eye View feature on Video Doorbell Pro 2 and Floodlight Cam
                                                                              • Floodlight Cam Wired Pro
                                                                                • Google starts Nest Aware subscription to manage in-home security footage
                                                                                  • Competition with Ring
                                                                                    • iParcelbox updates line-up with battery-powered delivery box
                                                                                      • Kami launches smart doorbell with face detection and recognition
                                                                                      • Advertising and Market Activity

                                                                                        • Companies spent £11 million on smart security advertising in 2020
                                                                                          • Ring makes up nearly all security advertising
                                                                                            • Figure 12: Total above-the-line, online display and direct mail advertising expenditure on smart doorbells and home security cameras*, 2017-20
                                                                                            • Figure 13: Total above-the-line, online display and direct mail advertising expenditure on smart doorbells and home security cameras, Top 3 and others, 2020
                                                                                          • Nielsen Ad Intel coverage
                                                                                          • The Consumer – Key Takeaways

                                                                                            • Lack of understanding of smart security throughout the generations
                                                                                              • Smart motion sensors can provide a more privacy-focused alternative to indoor cameras
                                                                                                • Potential for other manufacturers to attract Ring doorbell owners
                                                                                                • Impact of COVID-19 on Consumer Behaviour

                                                                                                  • Over half of consumers say COVID-19 lockdowns have not made them less interested in smart security
                                                                                                      • Figure 14: Impact of COVID-19 on interest in buying smart security products, 2021
                                                                                                  • Type of Smart Security Owned and Intend to Buy

                                                                                                    • Dual-parent families lead ownership of smart security devices
                                                                                                      • Buying smart doorbells for older relatives
                                                                                                        • Figure 15: Type of smart security at home, 2021
                                                                                                      • Smart motion sensors can appeal to those uncomfortable with cameras
                                                                                                        • Matter and smart motion sensors
                                                                                                          • Figure 16: Intent to buy smart security over the next year, 2021
                                                                                                        • A lack of understanding about smart security remains across the generations
                                                                                                          • Figure 17: Barriers to getting smart security, 2021
                                                                                                      • Brand Ownership and Purchase Motivators for Smart Doorbells

                                                                                                        • Almost six in ten smart doorbell owners have a Ring doorbell
                                                                                                          • Ring owners likely to have mid-range household income and limited budgets
                                                                                                            • Affordable 4K outdoor security cameras
                                                                                                              • Figure 18: Brand of smart doorbell owned, 2021
                                                                                                              • Figure 19: Importance of using the same smart security brand, by owners of Ring smart doorbells, 2021
                                                                                                              • Figure 20: Paying a monthly subscription for smart security, by owners of Ring smart doorbells, 2021
                                                                                                            • Discounted installation for over-60s could help to engage older consumers
                                                                                                              • Figure 21: Most important features in smart doorbells, 2021
                                                                                                          • Perceived Security of Smart Security Products

                                                                                                            • Lower income homes feel more secure with smart doorbells than average
                                                                                                              • Potential for cheaper doorbells with strong battery life to appeal
                                                                                                                • Doorbell and outdoor camera bundles are likely to be the most appealing
                                                                                                                  • Figure 22: Smart security devices that feel most secure, 2021
                                                                                                              • Attitudes Towards Smart Security

                                                                                                                • Consumers show engagement with biometrics and security
                                                                                                                  • Biometrics for two-factor authentication
                                                                                                                    • Figure 23: Attitudes towards biometrics, passwords and subscriptions for smart security, 2021
                                                                                                                • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                    • Abbreviations
                                                                                                                      • Consumer research methodology

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