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Brits make a property purchase decision within just 27 minutes

22nd April 2017

  • Almost a quarter of buyers (24 per cent) made their decision in 10 minutes or less
  • The average Brit takes three times longer to choose a sofa (88 minutes) than a property
  • Buyers in the East of England deliberate the longest (32 minutes) and those in the East Midlands are the quickest (26 minutes)
  • Brits make a property purchase decision within just 27 minutes of viewing the property in person, according to new research from Zoopla. While the average house hunter makes up their mind in roughly the same length of time as an episode of Coronation Street, almost a quarter (24 per cent) knew it was for them in just 10 minutes or less.

    The research from Zoopla also reveals that buyers take three times as long selecting their sofa (88 minutes), and twice as long deliberating over a home appliance (59 minutes), as they do choosing the home itself. Other purchases Brits mull over more so than their property include a car (89 minutes) a laptop or computer (71 minutes) and a smartphone (46 minutes).

    Regionally, buyers in the East of England appear to be the most considered, taking the longest to make their property purchase decision (32 minutes), closely followed by those from the West Midlands (30 minutes) and Yorkshire and the Humber (28 minutes). Meanwhile house hunters in the East Midlands are the speediest, where they take just 26 minutes to decide.

    Over half (51 per cent) of home owners said they made an offer on the same day they viewed the property, and 45 per cent admitted that they knew they wanted to make an offer the minute they walked through the door.

    Perhaps the ability to make a relatively quick decision following a property viewing is a result of the extensive initial research Brits put in. The average house hunter now spends a total of 75 hours over the course of 15 weeks in their search (including research on websites such as Zoopla and estate agent visits), and attend an average of eight viewings before they find ‘the one’. Residents of Wales take the longest, with buyers searching for an average of 83 hours (over 18 weeks), while the quickest property hunters are those in the East Midlands, who take 62 hours (over 12 weeks).

    Lawrence Hall, spokesperson for Zoopla comments: “The process of buying a home is a hugely emotive one and whilst a quick decision can help secure a property in a fast-moving market, it's essential to keep a strong head and do as much research online and with your local agent to help build knowledge prior to viewings and making an offer." This news coincides with Zoopla’s new above-the-line campaign launch this week, which shows how the property site can help buyers find a home, as told through the eyes of hermit crabs – the world’s most prolific movers. To watch the new #crabvert, visit Zoopla’s YouTube channel.

    Time spent by region

    Region Time inside a property before putting in an offer (minutes) Time spent researching online (hours)
    East Midlands 25.9 61.5
    East of England 31.8 70.2
    London 27.0 81.6
    North East England 27.1 64.9
    North West England 27.0 75.3
    Scotland 26.2 64.6
    South East England 26.0 73.5
    South West England 26.2 80.1
    Wales 26.8 83.2
    West Midlands 29.7 66.4
    Yorkshire and The Humber 27.5 74.8
    Source: Zoopla, April 2017

    Average time spent before purchasing (by item)

    Item Average in minutes
    Car 88.8
    Sofa 88.1
    Laptop or computer 70.6
    Home appliance 59.1
    Wedding dress 57.0
    Smart phone 46.1
    Tablet 36.6
    Watch 33.9
    Coat 23.5
    Jeans 21.4
    Shoes 16.1
    Games console 10.5
    Designer handbag 10.1
    Source: Zoopla, April 2017

    - Ends -

    For further information, please contact Tim Vooght at or on 020 3872 5615.

    Notes to editors

    Zoopla is the UK's most comprehensive property website, focused on empowering users with the resources they need to make better-informed property decisions. We help consumers both find their next home and research the market by combining hundreds of thousands of property listings with market data, local information and community tools.

    At Zoopla we are fans of transparency and everything we do is aimed at making the market more efficient for both property consumers and advertisers alike. Zoopla has rapidly become the UK’s leading online destination for property consumers to search for homes and do their market research and the favoured online marketing partner for UK estate agents, letting agents and property developers.

    Launched in 2008, Zoopla has since been one of the fastest growing websites in the UK, now attracting over 40 million visits per month and we are proud to have collected numerous awards and accolades along the way, including being named one of the Top 10 UK Tech Companies (Guardian) and one of the Top 10 Most Innovative UK Companies (Smarta).

    Zoopla is part of Zoopla Limited which was founded in 2007.

    Zoopla Limited, The Cooperage, 5 Copper Row, London, SE1 2LH
    Registered in England and Wales with Company No. 09005884
    VAT Registration number: 191 2231 33
    Data Protection number: Z9972266

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