Research Shows That UK Citizens Are Addicted to Property

Written by: Tsveta van Son
March 9, 2020

Based on new research, 63% of Brits go online to window shop for properties, even though they have no intention of buying.

The data provided by Direct Line shows that 2.6 million people are addicted to property and find themselves browsing websites related to property at least once daily. They are eager to stay updated on prices and design trends as well as daydreaming about how their future homes will look like.

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Amongst the property addicts, those in Sheffield show the most enthusiasm, with 74% of adults admitting to window shop often for homes. London and Newcastle make up the top 3, having 72% and 70% respectively.

Cities like Belfast, Cardiff, Edinburgh, Liverpool and Birmingham also have property addicts, even though the number is much less than those in the top three.

38% of Brits confessing to using property websites to check the price of someone else’s home in the past year. Popular searches include:

  • Homes of family members
  • Homes of neighbours
  • Ex-lovers homes
  • Homes of new partners
  • Homes of friends and colleagues

The Head of Direct Line Home Insurance, Katie Lomas, commented “our obsession as a nation comes with very good reason. We have made our homes our castles and owning a home or even getting to the top of the ladder in the UK is a great challenge and an aspiration of most people”.

She went further to say “property sites serve as a source of information and inspiration, and going through these sites has now become something of a past-time for millions in the UK”.

On the flip side, those who have listed on these sites have shown their homes and belongings to the millions of strangers who visit those sites.

It is important to have a common-sense approach to what is portrayed within the images. Speak to your estate agent to avoid images that portray personal possessions that are expensive or personal information that don’t show important information such as the full address.

The research conducted by Direct Line also shows some interesting results regarding certain demographics. For instance, people between the ages of 18 and 34 are most likely to window shop using online property sites, while men that use these property sites are the most prolific compared with women.

Men who window shop online do so up to nine times per month, while females who visit these sites do so six times per month.