Mojo Mortgages first-time buyer sentiment survey 2026

Entering the UK property market is no longer a simple financial milestone, but a complex socio-economic hurdle. We spoke to 1,000 first-time buyers across the country about their thoughts, feelings, savings, and sacrifices that they're doing to get onto the property ladder.

Check out our findings below.

education failure

Education failure

  • Nearly 80% of UK first time buyers think that The UK education system failed to prepare me for the reality of mortgages, interest rates, and home ownership

  • Interestingly nearly 37% of men vs 45% of women strongly agree

  • 35% of 55+ strongly agreed versus nearly half (49%) of 18-24 year olds.

  • Scotland and North West are top 2 regions that voted most highly that they strongly agreed with this statement 

Social media influence

  • Over 52% of first-time buyers said they are/have browsing "out of reach" properties as a form of "digital window shopping" at least once a week with 14% saying this is a daily occurrence 

  • 25-34 year-olds are worst for this with nearly 58% admitting to doing this at least once a week - (just under 17% said daily)

  • 47% of first-time buyers are re-calculating their monthly mortgage affordability based on the latest news

  • 29% say they often Feel 'House Envy' after seeing friends or influencers post their homes (rises to 45% including those that said they always feel this way

  • 16% say they are always comparing your budget to the 'perfect' homes shown on social media with a further 31% saying they do this ‘often’

  • Half of first-time buyers admit to always/often searching for the price/value of a home they saw on their social feed - 19% of women said they always did vs. 14% of men 

  • 45% said they either often or always check property apps immediately after seeing someone else's "We Got the Keys" post

  • 19% (1 in 5) of 25-34 y/os said they always: Comparing your budget to the 'perfect' homes shown on social media

Lifetime ISA
The Side Hustle Economy

The side hustle economy

  • Nearly 64% of people said they have a side hustle that contributes towards saving for house deposit or savings 

  • Over half (53%) say it would have taken them 2-3 years more to get on the property ladder without this side hustle. Nearly 72% said between 2-5 years more. 

  • 18 - 24 year olds are hustling the hardest - nearly 72% have side hustles to contribute towards a house deposit/savings

Non-romantic co-buying

  • Nearly 18% said they’d consider buying with a close friend to get on the property ladder (comment on how times are changing and get case study for this!) 

  • 22% of 18-24 year olds said they would consider buying with a close friend compared to 14% of 35-44 y/o’s and 15% of 45-54 y/o’s

  • Over a quarter (25%) of 45-54 year olds would only consider buying alone compared to just 12.2% of Gen Z (18-24)

Non-Romantic Co-buying
toxic job

Major life sacrifices

Saving for a home has led to significant life delays:

  • 36% rented longer than planned

  • 21% stayed in a toxic job to maintain savings

  • and 19% delayed starting a family.

Secret spending habits

  • Over a quarter (25%) have 'downplayed' spending habits (e.g., hiding shopping bags or deleting betting apps)

  • This is highest among 25-34 year olds (29%) - Just under a third

  • 25% said they have / had a secret savings account they don't know about

  • 18% said they have hidden debt (credit cards/loans) from them

  • And 13% said they have lied about my true salary or bonus

  • 25-34 year olds have the most ‘money secrets’ of any age group surveyed (67%) versus 55+ who had the least with just under 55% admitting to have some sort of hidden spending habits

  • Over 64% of men said they have money secrets versus 58% of women 

spending habits
retirement

Mortgage into retirement

  • Over 52% of people believe they will be paying off mortgage until retirement (65). Less than a third (29%) said no.

  • Nearly 56% of women think they will be paying it over until retirement versus 48% of men 

  • Those aged 18-24 are most confident that they wont be paying it off until retirement age (34%) compared to just 20% of those aged 45-54

See more about our recent findings

Why 37% of Lifetime ISA owners are settling for less

The cost of crossing the Lifetime ISA threshold.

Methodology

Survey conducted by Censuswide on behalf of Mojo Mortgages in April 2026. Sample size: 1,000 UK first-time buyers (UK customers in the market, actively in the buying process and those who have bought in the last 12 months). Percentages have been rounded to the nearest whole number.

Media enquiries

For media enquiries please contact hannah.sheaf@mojomortgages.com