Nearly half of first-time buyers in the UK say social media is influencing their home-buying journey, highlighting the growing impact of platforms such as Instagram and TikTok on property decisions.

The survey found that 45% of first-time buyers regularly feel pressure from social media while searching for their first home. Meanwhile, 75% admitted experiencing "house envy", often leading them to spend more time researching properties and browsing property portals.

The research also suggests that property browsing has become a form of entertainment. More than half of respondents said they browse homes online every week simply to explore what is available, while many immediately check property websites after seeing friends or influencers announce they've received the keys to a new home.

Social media is also encouraging buyers to become more financially aware. Around half of those surveyed said they investigate the value of homes they see online, while many regularly recalculate what they can afford as mortgage rates and economic news change.

Despite the inspiration social media can provide, industry experts warn that it often presents an unrealistic picture of homeownership. Carefully curated posts rarely show the compromises, financial planning and challenges involved in buying a property.

For many first-time buyers, comparing themselves with others online can create unnecessary pressure, particularly when they are already dealing with rising house prices, mortgage affordability and saving for a deposit.

Mortgage advisers continue to encourage buyers to focus on their own financial circumstances rather than comparing their journey with others. Understanding what is genuinely affordable and having a clear plan can help buyers move forward with confidence, regardless of what appears in their social media feeds