New Report Finds Standards Enhance Consumer Trust and Drive Business Innovation in Smart Home Technology

Washington, D.C. and Las Vegas, NV - Today, UL Standards & Engagement announced the release of a new report at CES 2025. The report, based on surveys of consumers and tech business executives, revealed that standards and certifications build consumer trust in products and promote business growth and industry-wide advancement in smart home technology.

Critical themes emerged for the smart home industry, from fundamental safety imperatives to concerns for electrical and fire safety, data security, privacy, and product reliability make this research crucial to the smart home industry. In addition to certification trends, this report shares how ULSE’s standards are designed to mitigate critical safety, security, and sustainability issues in smart home products.

"There is tremendous potential for standards and certifications to help fuel innovation and make smart home technology more cohesive for consumers,” said Sayon Deb, director of primary insights at ULSE. “Our research shows that two-thirds of smart home device owners are willing to trust and prioritize certified solutions. As consumers choose certified products, businesses gain the freedom to focus on innovation and quality."

Key findings of the research show:

• Standards build market trust and spur business growth in the smart home sector. Certification marks indicating compliance to standards now match brand reputation in consumer trust (32%). These product certifications send strong trust signals – 69% of consumers express greater confidence in certified products.
• Leveraging standards as innovation catalysts. Standards aren't roadblocks - they're launching pads for innovation. Nine in ten (92%) senior tech executives believe that following industry standards and obtaining certifications helps their companies innovate more effectively, and organizations prioritizing certification report significant market advantages.
• Standards create a foundation for innovation while maintaining consumer trust. Consumer trust translates to market advantage for smart home companies – 44% of executives say certifications boost both their brand reputation and competitive position. More than four in five (85%) say certification shapes their R&D priorities, while 71% have made it a core part of their development process.

"Your home is a very personal space, and when it comes to smart homes, technological advancement can only be innovative when safety is prioritized,” said Lesley Rohrbaugh, head of insights & policy analysis at ULSE. “Standardization fosters a common framework that supports innovation while minimizing risks. This is not just a regulatory box-check – alignment with standards and certifications is a strategic advantage for companies that want to lead in the consumer technology space."

ULSE provides key standards that guide technological progress across smart homes, artificial intelligence, and sustainable energy. ULSE’s presence at CES 2025, where thousands of consumer technology decisionmakers, thought leaders, and innovators gather annually, reflects an ongoing commitment to the advancement of standards and certifications in the consumer technology sector.

The report also includes a range of standards on connected devices, cybersecurity, AI-driven products, and energy efficiency that are managed by the Consumer Technology Association (CTA)®, owner and producer of CES®, the world's most powerful tech event.

As the demand for connected home devices continues to grow, it's crucial that companies integrate safety and standards into their design and development processes," stated Brian Markwalter, senior vice president, research & standards at the CTA. "Standards don't just coexist with technological advancement – they serve as a key enabler of market success while protecting consumer safety."

The report will also be discussed by a ULSE-hosted panel during CES to explore the power of standards and certifications for smart home technology innovation. Panelists include: Rebecca Zavin, chief technology officer at SimpliSafe; Christopher LaPré, head of technology at Connectivity Standards Alliance; Lesley Rohrbaugh, head of insights and policy analysis at ULSE; Kerri Haresign, senior director of technology & standards at CTA; and moderator Sayon Deb, director of primary insights at ULSE.

The full report is available to download here.

Methodology

These results were taken from two ULSE Insights surveys conducted in November 2024: consumer study of 2,021 U.S. adults 18+ (including 1,200 smart home device owners) and business executive study of 176 senior executives from smart home, IoT and consumer technology companies. The margin of sampling error for the consumer study, at 95% confidence for aggregate results, is +/- 2.2%, while the margin of sampling error for the business executive study, at 95% confidence for aggregate results, is +/- 7.3%. Sampling error is larger for subgroups of the data.

All studies were designed and formulated by UL Standards & Engagement. Surveys were administered online by BV Insights. As a member of the Insights Association and ESOMAR (the European Society for Opinion and Marketing Research), BV Insights adheres to industry ethics and best practices, including maintaining the anonymity of respondents.

As with any survey, sampling error is only one source of possible error. While non-sampling error cannot be accurately calculated, precautionary steps were taken in all phases of the survey design and the collection and processing of the data to minimize its influence.

Note: All numbers are percentages unless otherwise noted. Figures may not total 100% due to rounding.

About ULSE

UL Standards & Engagement is a nonprofit organization that translates safety science into action through standards development, partnerships, and advocacy. Since 1903, we have developed nearly 1,700 standards and guidance documents for products ranging from fire doors to autonomous vehicles. ULSE enables innovation and grows trust by convening experts, and informing policymakers and regulators as we work toward a safer, more secure and sustainable future. Visit ulse.org for more information.

Contact

Catie Talenti
UL Standards & Engagement
Senior Strategic Communications Specialist
P: (607) 742-8766
catie.talenti@ul.org