A new Nationwide 2025 Homeowners Survey reveals a striking generational divide in how Americans protect and maintain their homes. Millennials and Gen Z are adopting smart technology at higher rates, while Baby Boomers lean on traditional hands-on maintenance to keep their properties in shape. But despite their differing approaches, the report suggests both groups could benefit from blending technology with practical upkeep.
A Blend of Tools and Tactics is Best
As Nationwide’s Sarah Griffin, Senior Vice President of Personal Lines Product and Underwriting, put it: “Smart tech is a powerful tool, but it’s not a substitute for basic maintenance. The best protected homes are the ones where technology and routine care work hand in hand. The real opportunity is helping homeowners blend innovation and upkeep.”
This finding reflects the broader theme of the 2025 survey: different generations approach home protection differently, but both technology and maintenance play critical roles in keeping homes secure.
Homes as Assets—and “Forever Homes”
The survey underscores that homeownership remains a source of stability and emotional connection. Ninety-three percent of homeowners view their home as an asset rather than a liability, and 85% say they consider their current home their “forever home”.
When describing their homes, homeowners most commonly cited feelings of comfort (52%), security (45%), and peace (35%). Most are performing routine maintenance tasks—72% do landscaping and HVAC upkeep annually—and 71% prefer to handle such tasks themselves rather than hire contractors. Nearly half (48%) are taking on cosmetic renovations on their own.
Yet 35% of homeowners reported delaying routine maintenance in the past year, and 25% have put off necessary repairs—most often citing cost as the reason
Millennials Lead on Smart Home Adoption
Millennials are more likely to rely on connected devices to safeguard their homes. Eighty-five percent of insurance agents say they recommend smart home products to clients, but ownership remains uneven.
The most commonly owned devices are:
- Smart security cameras (40%)
- Smart video doorbells (39%)
- Smart thermostats (35%)
Fewer homeowners have adopted less visible but critical risk mitigation technology: only 27% have water leak detectors and 23% have electrical fire monitoring devices.
Among Millennials and Gen Z, smart technology is both a security and savings tool. Fifty-six percent report installing devices to qualify for insurance discounts. Top reasons for adoption include protection (56%), peace of mind (55%), and mobile control (39%)
Missed Opportunities in Basic Safety
Despite widespread smart tech adoption among younger homeowners, some basic safety measures remain underused across all generations:
- 7% of homeowners lack smoke detectors
- 27% don’t have carbon monoxide detectors
- 21% are without fire extinguishers
By contrast, 93% report having smoke detectors and 79% keep fire extinguishers on hand.
Agents emphasize that foundational safety steps—such as leak detection and fire prevention—should accompany smart technology. Looking ahead, 43% of agents say smart water leak detectors are must-have devices, followed by smoke and CO detectors (39%) and whole-home surge protection (35%)
Confidence vs. Coverage Gaps
Most homeowners feel confident about their homeowners insurance coverage, but a significant portion remain unsure about what their policies actually include.
- 86% say they trust their policy to cover necessary expenses in the event of a claim.
- 57% are concerned their policy may not cover certain damages.
- 37% are not confident their policy would meet their needs if they had to file a claim.
Many homeowners are taking steps to close these gaps. Over half (53%) reviewed or updated their policies in the past year, 45% consulted with an agent, and 37% installed safety devices to qualify for discounts
Severe Weather Concerns Rising—But Preparedness Lags
Sixty-six percent of homeowners say they’re more worried about severe weather or natural disasters than in the past. Despite this, only 27% have upgraded their insurance policies for better protection, and 23% have a preparedness or evacuation plan
Top preparedness actions include:
- Storing emergency supplies (56%)
- Trimming risky tree branches (53%)
- Clearing gutters (41%)
Younger homeowners express strong trust in their homes’ ability to withstand severe weather and are more willing to invest in weather-resistant features. Seventy percent of all respondents said they’d pay more for a home with a weather-resistant roof
What Agents Are Seeing
Independent agents report growing stress among clients over rising premiums (43%), damage from severe weather (39%), and unexpected repair costs (37%).
They are also seeing increased client activity around coverage:
- 78% have seen clients try to reevaluate their policies to reduce premiums.
- 76% report clients requesting requotes.
- 68% say clients are reducing coverage to save money.
- 61% have clients increasing coverage due to rising costs and home values
Survey methodology: The 2025 Homeowners Survey was conducted by Edelman Data & Intelligence on behalf of Nationwide from July 30 to August 18, 2025, via a 15-minute online survey of 1,000 U.S. homeowners and 400 independent insurance agents
For those interested in reading the survey, it can be accessed on the Nationwide website.
