The study revealed a further 2.6 million ‘property addicts admitted to browsing online property sites at least once a day to check on prices, design trends and daydream about their future home.
The insurer’s city league table highlighted the most enthusiastic property browsers were in Sheffield, where three quarters (74%) of all adults admit to window shopping for homes. London (72%) and Newcastle (70%) complete the top three.
City league table
|
City |
% of people that browse property websites when they are not planning to buy |
|
Sheffield |
74% |
|
London |
72% |
|
Newcastle |
70% |
|
Cardiff |
65% |
|
Plymouth |
64% |
|
Belfast |
63% |
|
Birmingham |
62% |
|
Brighton |
61% |
|
Edinburgh |
61% |
|
Liverpool |
61% |
Window shopping is only the beginning however, as 38% of Brits, equal to more than 19 million people, admit to using an online property site in the last year to check the price of someone else’s home. Neighbour’s homes were the most commonly cited (52% of property snoopers) followed by family members (38%), close friends (31%) and colleagues (21%). Potential new partners (10%) and ex-lovers (9%) were also amongst the most popular.
The motivations for keeping such a close eye on property websites range from nosiness to fantasy. 60% of those that browse do so to keep a check on local property prices, whilst 40% are swatting up on future potential areas to live. Daydreaming about homes they can’t afford drives more than a third (34%) to property sites, whilst interior design inspiration (29%) and checking the value of their own home (26%) were also key motivations.
Katie Lomas, head of Direct Line Home Insurance, commented: “We are a nation of property obsessives with very good reason. Our homes are our castles and becoming a homeowner or even climbing the ladder in the UK is a huge challenge and aspiration for many.
Property sites are a source of information and inspiration and browsing these sites has become something of a past-time for millions of people. The flip side of this trend is that those who list on these sites exhibit their homes and belongings to millions of strangers every day. A common-sense approach to the images they present is important – ask your estate agent to avoid images that show expensive personal possessions or personal information and don’t display the full address. If you are selling your home on a property website, make sure it is protected with a fully comprehensive home insurance policy.”
The findings also highlighted some interesting trends amongst specific demographics. Those aged 18 – 34 were more likely to use property sites to window shop and snoop than any other age ranges. In fact, eight per cent of all 18 – 34s admit to checking the price of a potential new partner’s home in the past year and six per cent said their same about their ex. Men that use property websites were also more prolific users, the average male that window shops online does so the equivalent of nine times each month compared to the female counterpart who browses six times a month.
