Smart cameras and video doorbells are becoming an entry point into full security systems, creating new opportunities for customer acquisition and recurring services. Companies such as Ring and SimpliSafe offer consumers a path from standalone devices to broader security and monitoring services. However, the research also shows that some consumers move away from full security systems in favor of simpler video solutions.
The security market is seeing interesting competitive dynamics as consumers move between standalone devices and full security systems, creating competition not only between companies but also between divisions within the same company as they compete for device sales, customer relationships, and recurring service revenue.
- Parks Associates research of 8,000 US internet households: 27% of current security system owners owned a smart camera or video doorbell before purchasing their system. Standalone devices can lead consumers toward broader security solutions.
- Parks Associates research of 8,000 US internet households: 39% use smart video devices that are not integrated into their security systems, representing missed opportunities for security providers to capture device sales and video service revenue.
Security providers should develop easy upgrade paths from standalone cameras and video doorbells to full security systems, while making it easier to integrate devices consumers already own. The opportunity is twofold: convert video device owners into security customers and capture more hardware, AI, and video subscription revenue from existing security households.
