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About
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →Primary Homeowner Insurance Policyholders, by Generation
Overall
by Age
by Generation
Source: EMARKETER Forecast, March 2025 - October 2025
Note: individuals whose name is on a home insurance policy as the primary owner of the policy; policies include those with delinquent payments and those paid by someone outside the household; excludes landlord insurance for residential properties; Gen Z are individuals born between 1997 and 2012; Millennials are individuals born between 1981 and 1996; Gen X are individuals born between 1965 and 1980; Baby boomers are individuals born between 1946 and 1964
Methodology: Estimates are based on the analysis of various elements related to the insurance market, including historical trends and revenue reports of the major players in the insurance market, historical trends in consumer behavior, reported national statistics from standard-setting organizations, government branches, census bureaus, and the Federal Reserve, and estimates from other industry associations.