{"id":236681,"date":"2025-10-09T11:21:00","date_gmt":"2025-10-09T11:21:00","guid":{"rendered":"https:\/\/evertise.net\/?p=126568"},"modified":"2025-10-09T11:21:00","modified_gmt":"2025-10-09T11:21:00","slug":"salt-pepper-unveils-iot-trust-deficit-report-highlighting-consumer-anxiety-in-smart-home-market","status":"publish","type":"post","link":"https:\/\/ipsnews.net\/business\/2025\/10\/09\/salt-pepper-unveils-iot-trust-deficit-report-highlighting-consumer-anxiety-in-smart-home-market\/","title":{"rendered":"Salt &amp; Pepper Unveils \u2018IoT Trust Deficit\u2019 Report Highlighting Consumer Anxiety in Smart Home Market"},"content":{"rendered":"<p><i><span style=\"font-weight: 400\">Salt &amp; Pepper Report Reveals Consumer Anxiety is the Primary Barrier to Growth in $44 Billion Smart Home Market; Over Half of Owners See Risks Outweighing Benefits<\/span><\/i><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" class=\"aligncenter size-full wp-image-126569\" src=\"https:\/\/evertise.net\/wp-content\/uploads\/2025\/10\/105.png\" alt=\"\" width=\"999\" height=\"636\" srcset=\"https:\/\/evertise.net\/wp-content\/uploads\/2025\/10\/105.png 999w, https:\/\/evertise.net\/wp-content\/uploads\/2025\/10\/105-300x191.png 300w, https:\/\/evertise.net\/wp-content\/uploads\/2025\/10\/105-768x489.png 768w\" sizes=\"(max-width: 999px) 100vw, 999px\" \/><\/p>\n<p><b>EUROPE <\/b><span style=\"font-weight: 400\">\u2013 Salt &amp; Pepper, a leading European IoT development and strategy firm, announced the core findings of its <\/span><a href=\"https:\/\/saltandpepper.co\/news\/report-81-of-europeans-say-theyd-trust-iot-devices-more-with-an-eu-trustmark\/\"  rel=\"noopener\"><span style=\"font-weight: 400\">&#8220;IoT Trust Deficit&#8221; report<\/span><\/a><span style=\"font-weight: 400\">, revealing that consumer anxiety over security and usability is the primary constraint on the multi-billion-dollar smart home market. The comprehensive survey of 1,200 consumers across the UK, Germany, the Netherlands, and Denmark found that an overwhelming <\/span><b>81.1%<\/b><span style=\"font-weight: 400\"> would be more inclined to purchase an IoT device if it featured an official EU cybersecurity certification or \u201ctrustmark.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400\">The report confirms that this widespread anxiety\u2014dubbed the &#8220;Trust Deficit&#8221;\u2014has a direct financial impact on the industry, with <\/span><b>21.7%<\/b><span style=\"font-weight: 400\"> of consumers reporting they have been stopped from purchasing a specific IoT device due to security concerns.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-126570\" src=\"https:\/\/evertise.net\/wp-content\/uploads\/2025\/10\/106.png\" alt=\"\" width=\"999\" height=\"636\" srcset=\"https:\/\/evertise.net\/wp-content\/uploads\/2025\/10\/106.png 999w, https:\/\/evertise.net\/wp-content\/uploads\/2025\/10\/106-300x191.png 300w, https:\/\/evertise.net\/wp-content\/uploads\/2025\/10\/106-768x489.png 768w\" sizes=\"auto, (max-width: 999px) 100vw, 999px\" \/><\/p>\n<p><span style=\"font-weight: 400\">Key findings from the survey demonstrate the scale of the problem:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400\"><b>Risk Over Reward:<\/b><span style=\"font-weight: 400\"> More than half (<\/span><b>52.5%<\/b><span style=\"font-weight: 400\">) of current smart device owners believe the perceived security and privacy risks are equal to or greater than the benefits they receive.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Knowledge Gap:<\/b><span style=\"font-weight: 400\"> Despite high anxiety, <\/span><b>66%<\/b><span style=\"font-weight: 400\"> of consumers admit they know very little or nothing about existing security regulations like the GDPR or the forthcoming AI Act, underscoring the need for a simplified, recognizable trust mechanism.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Usability Concerns:<\/b><span style=\"font-weight: 400\"> Beyond security, the study highlights critical user experience failures, with <\/span><b>26%<\/b><span style=\"font-weight: 400\"> of consumers in the Netherlands specifically frustrated by devices from different brands failing to work together.<\/span><\/li>\n<li style=\"font-weight: 400\"><b>Gender and Privacy Divide:<\/b><span style=\"font-weight: 400\"> The report also uncovered a significant gender gap in privacy concerns: <\/span><b>45%<\/b><span style=\"font-weight: 400\"> of women expressed a fear of devices listening or recording without consent, compared to <\/span><b>35%<\/b><span style=\"font-weight: 400\"> of men.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">The report concludes that the key to unlocking the market&#8217;s full potential is directly addressing this deficit. The overwhelming demand for a Trustmark, supported by <\/span><b>81.1%<\/b><span style=\"font-weight: 400\"> of consumers, signals that EU regulation is viewed by the public not as a business hurdle, but as a necessary and consumer-demanded feature for peace of mind.<\/span><\/p>\n<p><span style=\"font-weight: 400\">The full &#8220;IoT Trust Deficit&#8221; report details market-specific skepticism, generational clashes over AI adoption, and strategic principles for innovators to navigate this fragmented landscape.<\/span><\/p>\n<p><b>About Salt &amp; Pepper<\/b><span style=\"font-weight: 400\">\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/saltandpepper.co\/\"  rel=\"noopener\"><span style=\"font-weight: 400\">Salt &amp; Pepper<\/span><\/a><span style=\"font-weight: 400\"> is a specialized IoT development and strategy firm dedicated to designing and launching secure, user-centric connected products for the European and global markets. They partner with innovators to transform complex technical requirements into seamless, trustworthy consumer experiences.<\/span><\/p>\n<p><b>Media Contact:<\/b><span style=\"font-weight: 400\">\u00a0<\/span><\/p>\n<p><b>Contact Details:<\/b><\/p>\n<p><span style=\"font-weight: 400\">Business: Salt &amp; Pepper<\/span><\/p>\n<p><span style=\"font-weight: 400\">Contact Name: Gabriel Dombri<\/span><\/p>\n<p><span style=\"font-weight: 400\">Contact Email: <\/span><a href=\"mailto:gabriel.dombri@saltandpepper.co\"><span style=\"font-weight: 400\">gabriel.dombri@saltandpepper.co<\/span><\/a><span style=\"font-weight: 400\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Website: <\/span><a href=\"https:\/\/saltandpepper.co\/\"  rel=\"noopener\"><span style=\"font-weight: 400\">https:\/\/saltandpepper.co\/<\/span><\/a><span style=\"font-weight: 400\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400\">Country: Romania<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Salt &amp; Pepper Report Reveals Consumer Anxiety is the Primary Barrier to Growth in $44 Billion Smart Home Market; Over Half of Owners See Risks Outweighing Benefits EUROPE \u2013 Salt &amp; Pepper, a leading European IoT development and strategy firm, announced the core findings of its \u201cIoT Trust Deficit\u201d report, revealing that consumer anxiety over [\u2026] <a href=\"https:\/\/ipsnews.net\/business\/2025\/10\/09\/salt-pepper-unveils-iot-trust-deficit-report-highlighting-consumer-anxiety-in-smart-home-market\/\" class=\"more-link\">Continue Reading <span class=\"meta-nav\">&rarr;<\/span><\/a><\/p>\n","protected":false},"author":271,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[57],"tags":[],"class_list":["post-236681","post","type-post","status-publish","format-standard","hentry","category-ips"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Salt &amp; 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