Young buyers still want to own homes
Thursday 15th October, 2026
A UK survey found that 84% of home movers under 45 consider owning a home essential, despite the difficulty of saving for a deposit.
This gives Rightmove a natural role in discussing what younger buyers want and the affordability hurdles they face across the UK.
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Why have we flagged this?
A new survey shows younger buyers remain committed to homeownership despite affordability pressures, giving you an opportunity to add Rightmove data on buyer demand, deposits and regional differences.
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Thinking...
These are starting points for inspiration, not finished ideas.
Newsjack
Stage first-home viewings at contrasting regional prices
Arrange real viewings of homes at comparable budgets in London and northern England to show what first-time buyers can actually see for their money.
Newsjack angle: Set up the viewings with local agents and pitch the experience to consumer news and property desks.
Why: A tangible comparison makes the regional gap in saving for a deposit visible to audiences.
Expert comment
Explain why a smaller deposit does not make a home affordable
Argue that a low-deposit scheme can ease one barrier, but buyers still need homes whose prices and monthly costs fit their budgets.
Expert comment angle: Offer this view to consumer finance and property desks, grounded in what your market data shows about prices and available homes.
Why: It challenges the idea that reducing the deposit alone solves the first-time buyer problem.