Caregiving in America has reached a critical inflection point. According to AARP's landmark 2025 report, 63 million Americans—nearly 1 in 4 adults—are now family caregivers, representing a staggering 45% increase since 2015. This surge reflects a demographic reality: as Baby Boomers age and the number of Americans 65 and older continues to climb, more families are navigating the complex responsibilities of providing care for aging parents, spouses, and relatives.
Against this backdrop, our latest Nextdoor research reveals that neighbors on the platform are significantly more likely to be caregivers and are actively using local recommendations to make critical care decisions. Understanding how these caregivers search for support, what drives their choices, and where they turn for trusted guidance offers essential insights for care providers looking to reach this high-intent audience.
The research shows that 41% of Nextdoor neighbors provide or manage adult care—46% higher than the general population. Of these caregivers:
These numbers align with national trends showing caregiving has become increasingly complex and time-intensive. The 2025 AARP report found that 44% of caregivers provide high-intensity care, with many managing medical and nursing tasks that would once have been handled by healthcare providers. Nearly 1 in 4 caregivers spend 40 or more hours per week on caregiving—equivalent to a full-time job.
When it comes to care settings, neighbors on Nextdoor show a decisive preference for keeping loved ones at home. 50% prefer in-home care over out-of-home options (21%), driven primarily by:
This preference reflects a broader national trend. Research shows that 87-90% of older adults prefer to age in place rather than move to institutional settings, and the U.S. home healthcare market—valued at $107 billion in 2025—is projected to grow by 64% over the next seven years.
Interestingly, in-home care on Nextdoor typically involves 2-8 hours of daily support (67% combined), suggesting that most neighbors are seeking partial assistance that allows care recipients to maintain independence rather than full-time institutional care.
Quality and trust dominate caregiver decision-making. When evaluating care providers, neighbors prioritize:
However, significant information gaps remain. Caregivers report needing more transparency around:
Among caregivers managing professional care, 61% manage paid caregivers—15% higher than the general population—highlighting the coordination burden many families face. Nationally, caregivers spend an average of $7,200 per year out-of-pocket on caregiving expenses, creating significant financial strain for many families.
Perhaps most significantly for care providers, 65% of neighbors are likely to use Nextdoor for care recommendations—making peer influence a critical factor in care decisions.
The importance of local reputation is further reinforced by the fact that 75% of neighbors say having a locally-based provider is very important—underscoring the value of hyper-local targeting and community presence for care organizations.
Understanding why families choose to provide care personally rather than hire professional help reveals important motivations and potential pain points:
When providing personal care, neighbors most commonly assist with:
Despite these significant responsibilities, 65% feel very confident in their ability to provide care, driven primarily by prior experience (79%) and support networks (40%). This confidence, however, comes with trade-offs. The impact on caregivers' lives varies considerably:
Nationally, the toll is significant: 1 in 5 caregivers report fair or poor health directly attributable to their caregiving responsibilities, and nearly half report at least one negative financial impact, including taking on debt or depleting savings.
Several triggers prompt caregivers to consider transitioning to professional care services:
These decision points represent critical moments when care providers can reach families actively seeking support.
Analysis of Nextdoor conversations reveals that caregiving mentions increased 21% year-over-year (January 2024 to December 2025), with discussions remaining consistent throughout the year—suggesting caregiving is a year-round concern rather than seasonal.
Top discussion topics include:
Geographically, caregiving discussions are most concentrated in Wyoming, New Jersey, and New York—areas that may benefit from increased targeting and localized content strategies.
When asked why they use Nextdoor for care-related information, neighbors cite:
The convergence of national caregiving trends and Nextdoor-specific insights reveals several opportunities for care providers:
1. Lead with local trust and testimonials. With 65% of neighbors likely to use Nextdoor for recommendations and peer influence rivaling professional sales, featuring real stories from local families who've used your services can be more powerful than traditional marketing.
2. Emphasize independence and home-based options. The strong preference for in-home care (50% vs. 21% for facilities) suggests positioning services around preserving independence, maintaining daily routines, and supporting aging in place will resonate more than facility-focused messaging.
3. Address cost transparency proactively. With 21% of caregivers citing cost information gaps and 48% saying professional care costs are too high, clear pricing information and discussion of insurance coverage, payment options, and financial assistance can differentiate your organization.
4. Position as partners, not replacements, for family caregivers. Since 55% prefer family-provided care and 48% want to maintain control, framing professional services as supportive extensions that work alongside family members—rather than replacements—will be more effective.
5. Target high-intent moments. Focus outreach around key trigger points: health declines (59%), recipient requests (48%), and medical professional recommendations (41%). These moments represent when families are actively researching and making decisions.
6. Maintain year-round presence. Unlike seasonal services, caregiving discussions remain consistent throughout the year, suggesting the value of always-on campaigns that establish your organization as a trusted resource before crisis moments arise.
7. Provide resources for care coordination. With 76% of managing caregivers coordinating appointments, 71% handling finances, and 61% managing paid caregivers, offering tools, guides, and support for these coordination tasks can position your organization as a valuable partner beyond direct care provision.
As America's caregiving crisis intensifies—with 63 million family caregivers nationwide and growing—platforms like Nextdoor are becoming essential resources for families navigating care decisions. The combination of high caregiver concentration, strong preference for local recommendations, and active use of the platform for care-related discussions makes Nextdoor a uniquely valuable channel for reaching families at critical decision points.
For care providers, success lies in building local trust, providing transparent information, positioning services as supportive partners to family caregivers, and maintaining consistent presence in communities where neighbors are already turning to each other for guidance.
Want to explore the complete findings? This article highlights key insights from our caregiving research, but there's much more to discover. For the full report with detailed data, audience segments, targeting options, and strategic recommendations for reaching caregivers on Nextdoor, reach out to Jacob Chavis, Customer Analytics & Insights Manager, at jchavis@nextdoor.com.