From Escapism to Curiosity: Why 6 in 10 Brits Can’t Stop Scrolling Property Websites

4 min read
  • 60% of Brits admit to browsing property websites even when they have no intention of buying 
  • Around 7.2 million Brits, with no intention of buying or selling, admit to browsing homes at least once a week
  • Fantasising about dream homes (37%) and dream locations (36%) trumps checking out homes of neighbours (35%) or friends and family (11%)

 

New figures1 from Direct Line Home Insurance reveal the true extent of the nation’s property obsession, with 60% of Brits (around 33.1 million people) admitting to ‘window shopping’ for homes online despite having no plans to buy or sell. One in five (22%) say they browse homes at least once a week. 

The motivations for keeping such a close eye on property websites range from sheer nosiness to aspirational daydreaming. For many, it’s a form of escapism, with over a third (37%) admitting to scrolling through listings and fantasising about their dream home, dream location (36%) or luxury homes (27%). 

However, nosiness also plays a big role, with more than a third (35%) admitting they browse to check out neighbouring homes. Other popular reasons include revisiting homes they previously lived in (20%), and peeking at family members’ (11%) or friends’ properties (11%). Some (7%) even confess to using it as a source of entertainment, to look at homes with ‘bad taste’. 

Table One: Most popular properties viewed by people with no intention of buying 

 Type of property

 Percentage

My ‘dream’ home 

37% 

 Homes in my ‘dream location’ 

36% 

 Neighbours’ homes / homes near me 

35% 

 Luxury homes 

27% 

 Home(s) I used to live in 

20% 

 Family members’ homes 

11% 

 Friends’ homes 

11% 

 ‘Bad taste’ homes 

7% 

Source: Direct Line Home Insurance

When it comes to the main reasons for browsing properties, two in five (40%) of those who browse do so to keep tabs on the local property market, almost a third (30%) are scoping out potential areas to live in the future and a quarter (26%) do so to estimate the value of their own home. A quarter (28%) also admit to using property sites to check the sale price of someone else’s home.  

Others browse for inspiration, with 19% seeking interior design ideas and 12% looking for layout and extension concepts to refresh and elevate their living spaces. 

Dan Simson, Head of Direct Line Home Insurance, commented: “Practicality aside, curiosity and daydreaming keep millions glued to property sites. Today, these platforms have evolved into a go-to source of information and inspiration, seemingly turning casual browsing into a national pastime. But there’s a flip side: listing your home online means showcasing your belongings to countless strangers. Before posting photos or video tours online, ensure that you remove any expensive items and personal details, and refrain from displaying your full address. The last thing you want to do is advertise your home to thieves or fraudsters.” 

 

ENDS

Notes to Editors 

  1. Research conducted by Opinium on behalf of Direct Line Insurance on a sample of 2,000 UK Adults from 5th – 9th December 2025. 

For further information, please contact:

Unni Henry 
Brand PR Manager  

Email: unni.henry@directlinegroup.co.uk

About Direct Line

Started in 1985, Direct Line became the first UK insurance company to use the telephone as its main channel of communication. It provides motor, home and pet insurance cover direct to customers by phone or on-line and is part of the Aviva Group. 

Customers can find out more about Direct Line products or get a quote by calling 0345 246 3761 or visiting www.directline.com