The future of home survey

Research from the Nationwide Building Society and Ipsos reveals the differences of experience between those who own or rent their homes during the COVID-19 pandemic.

The author(s)

  • Michael Clemence Public Affairs
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A new survey carried out by Ipsos in collaboration with the Nationwide Building Society reveals that some renters face a greater gap between their home ownership aspirations and reality post-pandemic. Whilst a third (33%) of renters say that the pandemic has made home ownership more important to them, one quarter (24%) say that it has made it less likely they will be able to buy their own home, and overall 68% believe they will never be able to afford to buy a home.

Chart showing responses to whether the pandemic has made home ownership more or less likely for rentersWhile many are keen to own a place of their own, affordability is a big barrier, with 41% of renters saying up-front purchase costs like stamp duty are one of the main reasons they are renting their home.

The survey also highlights a consumer blind spot when it comes to the role our homes play in climate change. While a majority of homeowners (61%) say they are interested in upgrading their homes to make them more energy efficient, far fewer say they are concerned about the emissions of their home (38%). There is a generational angle to this too, with Generation Z most concerned about the emissions of their accommodation – but also the least likely to own their own home.

Chart showing generational attitudes to concern about household emissions

Technical note: 

Ipsos conducted online interviews with 2,985 people aged 16-75 living in the UK between 18 and 21 June 2021 using the Ipsos online panels. This included boosts for people living in Scotland, Wales and Northern Ireland as well as those from ethnic minority backgrounds. Data have been weighted to the known profile of the UK population.

The author(s)

  • Michael Clemence Public Affairs

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