Smart home brands

Google Nest brand profile in the U.S.

Google Nest is one of the most well-known smart home manufacturers in the U.S. The American brand enjoys an awareness rate over 75 percent among the smart home target audience and is used by 27 percent of them.

Famous for its range of smart home products, including smart speakers, thermostats, and cameras, Google Nest is almost equally well-known among consumers of different generations in the U.S. It is popular among 35 percent of Millennials who use smart home brands, and around half of the brand’s customers consider success an important aspect of their lives.

Brand KPI profile

Google Nest is well-known and shows a solid popularity

Around 80 percent of smart home users in the United States recognize Google Nest. It is popular among over one-third in the smart home target audience, and 27 percent had used Google Nest in the past 12 months before our survey. A similar share of consumers noticed it in the media, in advertising, or on social media in the past 3 months before our survey.

Generations

Google Nest could catch up a bit with Gen Z and Baby Boomers

The side-by-side comparison of brand KPIs in all generations gives a clear overview of Google Nest customers in the United States. As can be seen, the smart home brand has some growth potential among both the youngest and the oldest generations in our survey. While overall, the generational split of Google Nest's target audience doesn't show dramatic outliers.

Life values

It's about success for Google Nest users

Now that we know who the Google Nest users are, it’s time to look at how their life values compare to those of non-users in the United States. The most important life aspect for Google Nest customers is being successful, with almost half of them sharing this view. As for non-brand users, those value a happy relationship more than any other aspect on our list.

Published October 19, 2023

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