Mojo Mortgages has published survey data on how social media affects first-time home buyers in the UK, pointing to widespread online comparison during the buying process.

The survey of 1,000 active and recent first-time buyers found that more than 45% always or often feel pressure or influence from social media while navigating the housing market. Three quarters said they experience what Mojo Mortgages described as “house envy” from content on social platforms.

That influence appears to feed directly into home search behaviour. Just over half of respondents said they browse dream properties as a form of digital window shopping at least once a week, rising to 58% among people aged 25 to 34.

Posts about property purchases also seem to trigger immediate action. The data found that 46% of first-time buyers go straight onto property apps after seeing someone else announce they have bought a home, while 50% use social content as a prompt to investigate the price or value of a property they have seen online.

Women were more likely than men to say they always look up the value of a home spotted on social media, at 19% compared with 14%. The survey also found that 47% regularly recalculate their monthly mortgage affordability in response to the latest news cycle.

Online pressure

The figures add to evidence that social platforms are shaping consumer behaviour well beyond retail and travel, influencing one of the largest financial decisions many households make. For first-time buyers facing high house prices and borrowing costs, the contrast between aspirational content and personal budgets appears to be creating both pressure and research-driven behaviour.

Another 78% of respondents said they compare their actual budget with the homes presented online. This suggests the gap between what buyers can afford and what they consume on social media is becoming a routine part of the search process.

Kayleigh Jackson, Mortgage Sales Manager at Mojo Mortgages, said: “Social media is a fantastic tool for inspiration, design ideas, and celebrating major life milestones. However, it creates a highly curated gallery that rarely reflects the compromise, grit, and financial realities it takes to get onto the property ladder. It’s completely natural to experience ‘house envy’ when looking at flawless home tours, but it’s important to remember that every buyer’s starting line is different, and many have unseen financial help behind the scenes.

“Instead of letting comparison dishearten you, use that digital energy as fuel. A mortgage advisor can take those aspirations and ground them in reality, looking at your specific financial situation to show you exactly what is achievable, safe, and genuinely affordable for you. You can absolutely achieve your property goals, independent of what an influencer is doing.”

Research habits

The findings suggest social media is not simply fuelling passive envy. It is also acting as a trigger for more intensive market monitoring among buyers who may already be sensitive to interest rates, affordability thresholds, and local asking prices.

In practice, that means a social post can become the starting point for a chain of actions: checking a portal listing, looking up estimated values, comparing mortgage costs, and reassessing what is realistic. Rather than limiting their response to aspirational viewing, many buyers appear to be using social content as a prompt for real-time financial and housing research.

This behaviour reflects the wider digitisation of the property market, where listings, valuations, mortgage calculators, and social content sit side by side on the same devices. Buyers can move quickly from inspiration to investigation, but that speed may also intensify feelings of competition and shortfall.

Jackson also addressed the emotional side of the process: “There is no need to compare your journey to others or feel discouraged; buying your first home should be an exciting milestone. Social media rarely shows the years of sacrifice it took to get there, or the financial assistance received behind the scenes.”

Budget reality

The advice accompanying the survey urged buyers to focus on personal affordability rather than curated images, including setting search filters to avoid looking at homes beyond their means. It also highlighted the need to distinguish between essential requirements and desirable features, particularly for those entering the market for the first time.

Another point was the need to budget for costs beyond the deposit, such as survey fees, legal bills, broker charges, moving costs, and building insurance. Those expenses can be less visible in social posts about home purchases, even though they form part of the financial barrier to entry.

The data paints a picture of first-time buyers who are highly engaged online but also exposed to a steady stream of comparison. Half of respondents use social media as a springboard to check a home’s price or value.

SOFIAH NICHOLE SALIVIO

News Editor

ScotlandIS has appointed Andrew Weir as its new Chief Executive Officer, succeeding Karen Meechan, who stepped down in May.

Weir takes charge of the membership and cluster management organisation for Scotland’s digital technologies industry following a recruitment process that drew candidates from across the sector. The body represents a significant part of Scotland’s technology economy through its membership base and wider industry work.

His remit includes leading the organisation’s work with members, public bodies and industry partners across Scotland’s technology sector, with a focus on strengthening links across the ecosystem and supporting members.

He joins from engineering group Weir Group, where he served as Transformation Programme Manager. In that role, he led programmes to cut IT spending and improve internal business operations, delivering savings worth millions of pounds.

Earlier in his career, he held advisory and government roles, including positions in the Scottish and UK governments. He also spent 17 years as an independent consultant, supporting organisations through transformation programmes across sectors including financial services, manufacturing, logistics and pharmaceuticals.

Sector backdrop

The appointment comes as digital technology remains a significant part of the Scottish economy. According to ScotlandIS, Scotland has about 3,900 digital technologies companies, and the sector contributes around GBP £7.5 billion to gross value added.

Across the wider economy, about 100,000 people work in digital technology roles, the organisation says. It adds that 13,000 digital technology job opportunities are created each year in Scotland, and filling all of them would add GBP £1 billion to Scotland’s gross value added.

ScotlandIS members employ about 60,000 people and contribute about GBP £4.7 billion to Scotland’s gross value added. The organisation works with the Scottish Government, Highlands and Islands Enterprise, Scottish Enterprise and Skills Development Scotland on industry and skills issues.

Its work has included involvement in the ICT and Digital Technologies Skills Investment Plan, intended to strengthen the skills pipeline from schools through to workplace development. ScotlandIS has also highlighted the sector’s export contribution, describing digital technology as Scotland’s fourth-strongest export sector, with exports of more than GBP £3.3 billion.

Leadership change

Weir takes over following Meechan’s departure after she led the organisation through a period of growth in the sector’s profile. His appointment puts an executive with experience in both business change programmes and government structures at the head of one of Scotland’s best-known technology industry bodies.

Commenting on his appointment, Weir set out his initial priorities.

“It’s a real honour to be joining ScotlandIS, an organisation that plays such a vital role in championing Scotland’s technology sector and is so widely respected across industry and government. This is an incredibly exciting time for Scotland’s technology sector – digital technologies and AI are shaping every industry, and the UK’s AI agenda shows how seriously government is taking this. I look forward to working with members, partners and stakeholders to strengthen connections and showcase Scotland’s innovation and expertise on a global stage. My immediate priority will be to listen, learn and build strong relationships with the wider community to ensure ScotlandIS continues to support a thriving and ambitious technology sector,” said Andrew Weir, Chief Executive Officer, ScotlandIS.

The Chair of the ScotlandIS board said the search had identified a candidate with experience across both industry and the public sector. That blend, the organisation said, is important at a time when technology policy and economic policy are increasingly intertwined.

“Andrew brings a wealth of experience spanning multiple sectors and a proven track record of delivering meaningful change. His understanding of both the digital economy and the public sector landscape makes him exceptionally well placed to lead ScotlandIS through its next chapter. At a time when technology is playing an increasingly critical role in driving economic growth and innovation, Andrew’s ability to connect industry and government will be invaluable. We are delighted to welcome him to the organisation and are confident that his leadership will help strengthen Scotland’s technology ecosystem,” said Williams.

Both Wantage Town Council and Wantage Chamber of Commerce have highlighted significant concerns around the county council’s plan to improve the local market square.

In particular they have flagged the removal of car parking spaces, with the scheme also set to make more space for markets and events, and new and improved bus stops.

READ MORE: ‘Significant issues’ flagged amid Oxfordshire market plan

Following an emergency meeting last month, the Chamber of Commerce said its members have a number of issues with current plans.

Businesses at the western end have questioned how day-to-day servicing would work in practice and whether the current proposals could unintentionally create difficulties for deliveries, loading and unloading arrangements and access for suppliers.

Richard Shepherd, president of Wantage Chamber of Commerce (Image: NQ)

In addition, further issues have been raised following the county council’s separate proposals relating to additional parking restrictions and residents permit schemes in central Wantage.

Combined with the loss of parking through the Market Place project, businesses are struggling to understand how reducing parking and introducing further restrictions around the town centre aligns with the wider objective of supporting a thriving high street.

Richard Shepherd, president of Wantage Chamber of Commerce, said: “Wantage has a successful and vibrant town centre because it remains accessible and serves not only the town itself but many surrounding communities.

Wantage Market Place (Image: Oxfordshire County Council)

“We welcome investment and improvements, but there is understandable concern when businesses see multiple proposals emerging which appear to restrict access and reduce parking provision.”

This comes after the town council also cited “reservations” with the plans, while asking to meet the county council following the end of the current consultation on July 8, something the local authority has agreed to do.

Mayor of Wantage Iain Cameron (Image: Facebook)

A spokesperson said: “We remain committed to promoting enhancements which will make this vital commercial area even more attractive and accessible for residents and visitors, and where businesses can thrive.

“The final consultation version of Oxfordshire County Council‘s plans are a radical approach to delivering this, but we have reservations relating to a number of significant issues.

“In particular the impact of the proposed bus gate, the effect on bus routes, the loss of disabled and very short-term parking and the impact on businesses for delivery and collection of goods.”

Councillor Gareth Epps (Image: Councillor Gareth Epps)

The cabinet member for transport said they want to hear views and concerns before designs are developed.

READ MORE: Urgent business meeting on Oxfordshire market place plan

Councillor Gareth Epps added: “We share an ambition which the proposals currently out for consultation are designed to deliver — more space for markets and events, new trees and planting, improved bus stops, improved loading facilities, and a safer, more pleasant environment for everyone who uses the town centre.”

The Liberal Democrat added: “We will take on board the feedback from this period of consultation, working together with the town council and other local groups to create a scheme that works for the whole community.

“The consultation runs until 8 July 2026, and I encourage residents and businesses to have their say.”

A county council spokesperson added: “A controlled parking zone was introduced in the central area of Wantage in 2023 following requests from the local member, the town council as well as residents. We are now moving on to the second stage, again requested by residents, and supported by the Town Council and local member.

“The scheme has a number of elements, including changing from single yellow lines to double yellow lines, mainly for safety concerns and to also avoid divers obstructing the very narrow carriageways of central Wantage.

“We are also introducing some new areas of residents’ permits bays to enable residents to park near their homes. It is more common that shoppers and commuters try to find places to park all day, quite often at the expense of the residents who live in properties without off-road parking.

“There are numerous options for parking in the Wantage area including Mill Street Undercroft and Portway car park which offer one hour’s free parking Monday-Saturday and free parking all day on Sunday.

“With regards to the Wantage Market Place project, following the consultation process, we will review the designs to ensure a holistic approach.”