As concerns around theft, gun violence, and cybercrime grow, more Americans are taking action to protect themselves — both at home and on the go. The driving force behind this shift? A desire to prevent future incidents. In fact, preventing a security or safety breach is now the number one reason people are investing in protection, and mentions of that motivation have grown significantly since 2022.
This shift isn’t just about fear — it’s about lived experience. People who’ve already encountered crime, or feel generally unsafe, are much more likely to have added new protection methods this year. That includes everything from upgrading home security systems to carrying personal protection tools.
On the property side, the use of security cameras has jumped meaningfully compared to previous years, and more people are turning to insurance, alarm systems, and other home safety tools to feel more secure. Auto and homeowner’s insurance, along with fire alarms and monitored systems, remain go-to choices for many.
When it comes to personal safety, Americans are reaching for what feels accessible and effective. Pocketknives, pepper spray, and firearms continue to be the most commonly used tools, though preferences vary by gender and household. Men lean more heavily toward knives and firearms, while women more often carry pepper spray. Households with children are turning to a wider range of options, from stun guns to safety apps to protective keychains.
All of these points indicate a clear trend: Americans aren’t just more aware of safety issues — they’re increasingly willing to take matters into their own hands.
More Americans are investing in home and personal security, with two in five increasing their security or safety measures year-over-year. Still, many Americans (22%) don't have formal protection in place. Fire alarms, life insurance, and homeowners' insurance remain top go-to methods.
Security cameras saw a notable increase in use this year, jumping 18% from 2022. Other property protection methods, like home security systems, guard animals, firearms, and security bars held stable in use compared to 2022. Preventing a future security or safety breach is the number one reason people increased their security methods. Neighborhood crime, family and friend recommendations, and experiencing a safety or security breach are the next most common reasons for adding extra security.
For personal protection, safety tools like pepper spray, knives, and firearms are used most often, with gender and household makeup influencing preferences. Men are more likely to own personal protection devices like firearms and knives, while women favor pepper spray. Households with children are most likely to use personal safety apps, stun guns, and defensive keychain weapons.
Online shopping for safety tools is on the rise, compared to 2022, with significantly less shopping at physical stores and with local professionals.