Ring brand profile in the U.S. 2023

Smart home brands

Ring brand profile in the U.S.

Ring is one of the most popular smart home brands in the United States. Acquired by Amazon in 2018, it is recognized by 77 percent of U.S. smart home users in 2023. The Santa Monica based brand has an impressive 47 percent brand popularity score among the Gen Z smart home target audience,

Brand KPI profile

One Ring to rule them all

Almost 80 percent of U.S. smart home users recognize Ring. The Amazon-owned brand is popular among over one-third of the smart home audience, and 30 percent had used Ring in the past 12 months before our exclusive survey, whereas 29 percent had noticed it on social media and other forms of advertising in the past 3 months before the survey.

One Ring to rule them all. Chart with 1 data series and 5 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category
Awareness	77.0%
Popularity	35.0%
Usage	30.0%
Loyalty	27.0%
Buzz	29.0%

Generations

Gen Z loves Ring

The side-by-side comparison of Brand KPIs in all generations gives us a clear overview of Ring users in the United States. As can be seen, the Amazon-owned smart home brand is well-known among Baby Boomers. Yet Gen Z leads in all other brand KPIs, including brand usage and brand loyalty, making the youngest generation in our survey the key target audience of Ring in the U.S. smart home market.

Gen Z loves Ring. Chart with 5 data series and 5 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category	Total	IGen / Gen Z (1995-2012)	Millennials / Generation Y (1980-1994)	Generation X (Baby Bust) (1965-1979)	Baby Boomer (1946-1964)
Awareness	77.0%	84.0%	73.0%	74.0%	88.0%
Popularity	35.0%	47.0%	27.0%	36.0%	39.0%
Usage	30.0%	45.0%	22.0%	31.0%	29.0%
Loyalty	27.0%	41.0%	19.0%	27.0%	29.0%
Buzz	29.0%	40.0%	21.0%	31.0%	31.0%

Life values

Success and a happy relationship are more important to Ring customers

A happy relationship is more important to Ring customers than it is to non-customers in the United States. The same goes for success, among others. Another big difference can be spotted when it comes to making own decisions. This life aspect is important to 21 percent of Ring users, compared to 33 percent of non-users.

Published October 19, 2023

Success and a happy relationship are more important to Ring customers. Chart with 3 data series and 10 categories. This table contains the same data as the chart above in a format accessible to screen readers.
Category	Total	Ring user	Non-user
An honest and respectable life	46.0%	45.0%	46.0%
A happy relationship	45.0%	50.0%	44.0%
Safety and security	38.0%	38.0%	38.0%
To be successful	35.0%	41.0%	33.0%
Making my own decisions	33.0%	21.0%	36.0%
Having a good time	30.0%	34.0%	29.0%
Learning new things	28.0%	24.0%	29.0%
Advancing my career	17.0%	21.0%	16.0%
Traditions	15.0%	9.0%	16.0%
Social justice	13.0%	16.0%	13.0%