UL Standards & Engagement has released a new report that sheds light on how standards and certifications build consumer trust in products and promote business growth and industry-wide advancement in smart home technology.

The report, “Enhancing Consumer Trust and Innovation in Smart Homes Through Standards,” released at CES 2025, was based on surveys of consumers and tech business executives.

When it comes to certifications, they resonate widely with consumers: Nearly half of U.S. consumers recognize certification marks as indicators of safety and quality.

Other key findings reveal:

• Standards build market trust and growth in the smart home sector, with 9 in 10 (92%) senior executives believing that following industry standards and obtaining certifications helps their companies innovate more effectively.
• Standards create a foundation for innovation while maintaining trust. Most (69%) of consumers express greater confidence in certified products, enabling faster market adoption of new features.
• Consumer adoption patterns and device categories drive standards impact. Findings reveal that certification importance varies both by who is buying (early adopter vs. mainstream) and what they're buying (safety-critical vs. other devices).

“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."

The report also features 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.

Access the ULSE report via its website.