How are families finding you, making decisions and planning funerals today?

NFDA’s annual Consumer Awareness & Preferences Study offers a clear, research-based look at what consumers expect and how those expectations are changing.

Based on feedback from more than 1,100 Americans age 40 and older, the study reveals a key shift: families are embracing digital tools, but they still rely on funeral directors for guidance.

• Nearly 30% complete arrangements entirely online
• 40% have chosen a funeral home they found on Facebook
• Yet, 44% say they would not feel confident planning without a funeral director

Even those who start online often turn to a professional saying that digital-only planning feels impersonal.

What This Means for You

Today’s families want both convenience and connection. They are researching more, asking more questions and looking to you to guide them with clarity and compassion. The study also highlights:

• Growing interest in green and eco-friendly options
• Increased demand for livestreaming and accessibility
• Greater cost sensitivity
• A rise in hybrid planning (online + in-person guidance)

Turn Insight Into Action

This research can help you strengthen conversations, adapt your services and better meet families where they are. Download the full report at NFDA.org/Research.

Because understanding today’s consumer is key to serving them well.