Research and insights into housing demand - Based on consumer research undertaken by Behaviour & Attitudes - IBEC
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Research and insights into housing demand Based on consumer research undertaken by Behaviour & Attitudes May 2021
Summary – outlook for housing demand
The research findings Our take-aways
• 15% plan to buy a home in the next two years but 33% • At population level, this represents substantial levels of
would like to do be able to do so frustrated demand for housing i.e. numbers planning to buy
well in excess of expected housing build / transactions
• 31% think they will buy between 3-10 years time.
• Short-term demand for housing double level of expectation
• 51% of 18-34 yr olds think it will be 3-10 years. of actually buying
• The main reason for not purchasing is that people • Aspiring buyers expect it will be a significant period before
don’t want to move away from family and friends they can buy
(26%)
• Supply of housing in right areas key challenge for the market
• 16% of respondents believe that they will not be able and points to planning and housing density challenges
to borrow sufficient funds from a bank
• Affordability and bank lending constraints remain significant
barriers to home purchase aspirations – nearly one-third of
renters see mortgage approval as a barrier
Summary – views on Government measures
to support housing affordability and supply
The research findings Our take-aways
• 82% believe Government should introduce additional • Vast majority of the population want to see more policy
measures to improve the supply of affordable housing. measures to address housing availability
• Respondents would like to see an increase supply of • A broad range of solutions are required to address
affordable housing, affordable home purchase loans, affordability and supply
increased supply of zoned land, reform of the existing
mortgage rules, a fast-planning system and planning • Affordability remains the main consideration in home
system reform. purchase decision
• Younger age groups, singles, renters and those living in • Strong support for shared equity scheme to address housing
the family home would all like to see an increase in affordability – 3 out of 4 expressing an opinion favoured the
the supply of affordable housing. scheme
• 56% are in favour of the shared equity scheme, with • Support for shared equity stronger amongst renters and
33% expressing some interest in availing of such a those planning to buy within 5 years
scheme.
• Interest in a shared equity scheme is higher in some
sub-groups such as those aged 18-34 yrs, renters, and
those planning to move within 5 years, amongst
others.
Summary – Impact of Covid on housing
demand
The research findings Our take-aways
• Covid 19 has resulted in an increased • Covid has increased demand for policy makers to address
importance of having a garden/outdoor space broad range of quality of life issues
(65%). • Increased public investment in parks / amenities and other
facilities more important
• Living close to decent facilities and amenities
has become more important (46%) • Desire to move away from urban areas has significant
implications for future of work and spatial planning issues –
• Two-thirds agreed that since COVID having demand trends raising potential conflict with Ireland 2040
extra space to use as a home office has become strategy
more important.
• Demand for extra space in homes likely to put further
• Over 50% of younger age cohorts would pressure on capacity of building industry at a time when
consider moving to rural areas for housing and building new homes and retrofit agenda are policy priorities
quality of life factors
Ibec
Housing Survey
Prepared by
May 2021
Ian McShane
Prepared by
Ian McShane
5 J.212663 | IBEC | Housing Survey| April 2021 | Confidential
Introduction 6 J.212663 | IBEC | Housing Survey| April 2021 | Confidential
Objectives
● Ibec identified a need for an independent
survey of Irish Adults’ views and opinions of the
Irish Housing market.
● Covering a range of related topics, including:
❖ Likelihood and desire to purchase a home
in the future
❖ Home type preference
❖ Barriers to home purchase
❖ Home purchase decision factors
❖ Housing affordability solution preferences
❖ Attitudes towards shared equity scheme
❖ Impact of Covid -19 on housing
considerations
7 J.212663 | IBEC | Housing Survey| April 2021 | Confidential
Methodology
• A national online sample of adults aged 18+ was surveyed, representative of the Irish population of 3.71m
adults aged 18 years +
Online Survey Quota Controls
Interviewing was completed
by members of B&A’s Online Based on CSO Census 2016
Acumen Panel. This panel is figures for gender, age,
regularly refreshed, while region and area, as well as
strict quality controls are in AIMRO agreed figures for
Sample Size place on all surveys social class.
760 Adults submitted.
Aged 18+
Core sample of 459
adults 18 yrs+ plus
additional booster of Weights
301 next 5 year home Corrective weighting was applied by
purchasers. gender, age and socio economic status
Fieldwork Dates to ensure a fully representative sample.
The booster sample of future purchasers
16th – 27th April, 2021 was also down-weighted to their correct
proportions within the total sample of
760 respondents
8 J.212663 | IBEC | Housing Survey| April 2021 | Confidential
The findings 9 J.212663 | IBEC | Housing Survey| April 2021 | Confidential
Likelihood of purchasing a home in the future x Age
Base: All Adults 18+ N – 760
Age Statistically higher
Total
18-34 35-49 50-64 65+
760 269 297 114 80
% % % % %
12 months 6 3 2 1
8 8 2
8 6
9
2 years 10 13
12
17
3 – 5 years 9
26 20
6 – 10 years 14
11
81
25 51
Unlikely to purchase a home in 43 33
Ireland
23
15 17
Don’t know 12 9 8
The research reveals an estimated 15% of all adults who are intending to purchase a home within the next two years. Based
on the total population of *3.71m adults aged 18 years+, this equates to an estimated 550,000 individual purchasers. Note,
these figures include both first time buyers and those intending to move to a different home over the next couple of years. 18-
34 year olds (44%) and 35 to 49 year olds (41%) are most likely of all to purchase a home within the next five years.
*Most recent Central Statistics Office (CSO) estimates
10 Q.2 And do you feel you are likely to purchase a home/a different home in Ireland over the next ….. Tick one option J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialLikelihood of purchasing a home in the future x Demographics
Base: All Adults 18+ N – 760
Statistically higher
Statistically lower
Social class Region Area Lifestage
Total Family Family
Outside Lein- Mun- Conn/ Single - Single Pre Family Empty
ABC1 C2DE F Dublin Urban Rural Pre Pre
Dublin ster ster Ulster 45 45+ Family Teen Nester
School Teen
760 460 295 5 262 498 162 200 136 555 205 143 54 121 147 133 53 109
% % % % % % % % % % % % % % % % % %
12 months
6 8 3 7 10 4 3 3 5 7 3 8 1 14 9 4 5 2
2 years
9 14 4 8 12 8 8 9 5 12 3 9 4 14 14 14 8 3
3 – 5 years
17 25 9 - 24 14 14 14 13 21 8 17 8 34 29 21 9 6
6 – 10 years
14 17 10 24 13 14 12 14 16 14 12 32 8 9 15 13 13 6
Unlikely to purchase a
43 29 56 61 33 47 51 43 47 33 62 25 60 21 29 27 47 72
home in Ireland
Don’t know
12 7 18 - 8 14 12 17 13 12 13 8 19 9 5 21 18 10
The demand for purchasing or moving home is greatest in the Dublin region, amongst those at pre-family and family
pre-school lifestages, as well as within the white collar and professional working status ABC1 socio economic category.
Q.2 And do you feel you are likely to purchase a home/a different home in Ireland over the next ….. Tick one option
11 J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialLikelihood of purchasing in the future & Desire to purchase
Base: All Adults 18+ N – 760
Likelihood of Purchasing Home over the next …. Would like to Purchase Home over the next …
12 months Don’t know
Don’t know
6 2 years 12 months
12 12 17
9
Would not like to
17 3-5 years purchase a home in 23 2 years
Unlikely to purchase % % 16
a home in Ireland 43 Ireland
14
14 18
6-10 years
6-10 years 3-5 years
While 15% of adults are planning to purchase a home over the next two years, more than twice that amount (33%) would
actually like to purchase a home over the same period – evidence of a significant pent-up demand for housing, clearly being
frustrated by lack of supply and related factors.
Q.2 And do you feel you are likely to purchase a home/a different home in Ireland over the next ….. Tick one option
12 Q.3 Regardless of how likely it is to happen or not, would you like to purchase a home/a different home in the next ……. Tick one option J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialLikelihood of purchasing in the future & Desire to purchase
Base: All Adults 18+ N – 760
50
45 43
40
35
30
23
25
17 18
20 16
14
15 17
9 14
10 6
5
0
12 months 2 years 3 – 5 years 6 – 10 years Unlikely/would not like
Desire to purchase to purchase
Likelihood of purchase
The gap between desired and perceived likelihood of home purchase does narrow for those considering purchasing 3-10 years
from now, suggesting that there is at least some hope that constraints on home ownership will ease in the medium term.
Q.2 And do you feel you are likely to purchase a home/a different home in Ireland over the next ….. Tick one option
13 Q.3 Regardless of how likely it is to happen or not, would you like to purchase a home/a different home in the next ……. Tick one option J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialLikelihood of purchasing in the future & Desire to purchase x Age
Base: All Adults 18+ N – 760
Age
Total
18-34 35-49 50-64 65+
Likelihood Desire Likelihood Desire Likelihood Desire Likelihood Desire Likelihood Desire
% % % % % % % % % %
12 months 6 3 2
1 4
8 8 9 2
17 8 6
2 years 9 21 12
10 28 13
12 18 4
17 5
3 – 5 years 16
18 9
26 20
13 20
6 – 10 years 14
18
11
21
24 11 81 53
14 25 51
Unlikely to purchase a home in 43 33 15
Ireland 29
23 20
23
17
7 22
Don’t know 15 17 13
12 12 9 9 8
7
The younger the consumer, the greater the gap between their desire to purchase a home, and their perceived
likelihood of being able to do so.
Q.2 And do you feel you are likely to purchase a home/a different home in Ireland over the next ….. Tick one option
14 Q.3 Regardless of how likely it is to happen or not, would you like to purchase a home/a different home in the next ……. Tick one option J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialDesire to purchase a home/different home in the future x
Demographics Statistically higher
Base: All Adults 18+ N – 760 Statistically lower
Social class Region Area Lifestage
Total Outsid Family Family
Lein- Mun- Conn/ Single - Single Pre Family Empty
ABC1 C2DE F Dublin e Urban Rural Pre Pre
ster ster Ulster 45 45+ Family Teen Nester
Dublin School Teen
760 460 295 5 262 498 162 200 136 555 205 143 54 121 147 133 53 109
% % % % % % % % % % % % % % % % % %
12 months
17 22 12 8 25 14 11 16 14 22 8 25 9 32 26 14 19 4
2 years
16 19 13 - 17 15 17 14 13 19 10 10 17 20 16 18 13 16
3 – 5 years
18 24 13 35 21 18 18 20 13 20 15 25 13 19 26 27 10 10
6 – 10 years
14 14 13 24 11 15 13 15 19 14 13 27 10 12 16 12 25 3
Would not like to purchase a
23 15 32 33 14 27 31 20 33 15 40 3 38 12 11 18 28 43
home in Ireland
Don’t know
12 6 17 - 13 11 11 15 7 10 15 10 13 4 4 11 4 24
Desired home ownership is again highest amongst ABC1s, urban dwellers, as well as young singles and pre/early
family lifestage individuals.
15 Q.3 Regardless of how likely it is to happen or not, would you like to purchase a home/a different home in the next ……. Tick one option J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialDesire to purchase a home/different home in the future x Home
Status/Plans Statistically higher
Base: All Adults 18+ N – 760 Statistically lower
Home status Home Type Purchase Plans Summary
Own Renting
Total In my Flat/Apar Semi-
Own with privately Terraced Detache Next 5 Next 6- Unlikely/
family tment/D detached
outright mortgag /local house d house years 10 years DK
home uplex house
e authority
760 168 239 247 106 136 114 226 284 450 513 247
% % % % % % % % % % % %
12 months 17 6 9 38 23 38 24 17 9 39 31 6
2 years 16 11 16 25 10 23 30 14 10 28 24 9
3 – 5 years 18 13 21 19 24 16 19 25 15 30 26 13
6 – 10 years 14 9 16 9 29 12 7 14 16 1 17 11
Would not like to purchase a
23 44 25 5 4 8 11 18 35 1 1 41
home in Ireland
Don’t know 12 17 13 4 10 3 9 12 15 1 1 20
The greatest immediate demand for housing is from within the cohort of people who are currently
renting – particularly those living in apartments and duplexes.
16 Q.3 Regardless of how likely it is to happen or not, would you like to purchase a home/a different home in the next ……. Tick one option J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialCurrent and preferred home type
Base: All Adults 18+ N – 760
Current Home Prefer to live in if had choice
% %
Flat/apartment 11 Flat/apartment 7
Duplex 1 4
Duplex 1
Terraced house
Terraced house 14 Semi-detached house
12
Semi-detached house 29
76
Detached house
Detached house 45
While a majority of those currently living in apartments/duplexes are happy enough to remain living in these types
of homes if they had the choice, the great majority of those currently in terraced or semi-detached housing would
much rather live in a detached house.
Q.4 Which of the following best describes your current home?
17 Q.5 And which of the following would you prefer to live in, if you had the choice? J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialCurrent home type x Demographics & Home Status/Plans
Base: All Adults 18+ N – 760
Statistically higher
Statistically lower
Total Age Social class Area Lifestage Home status Purchase Plans
Summary
18-34 35-49 50-64 65+ ABC1 C2DE F Urban Rural Single Single Pre Family Family Family Empty Own Own Rentin In my Next 5 Next Unlike
-45 45+ Family Pre Pre Teen Neste outrig with g family years 6-10 ly/DK
School Teen r ht mortg privat home years
age ely/lo
cal
autho
rity
760 269 297 114 80 460 295 5 555 205 143 54 121 147 133 53 109 168 239 247 106 450 513 247
% % % % % % % % % % % % % % % % % % % % % % % %
Flat/apartment 11 21 12 3 5 15 7 8 16 3 17 9 35 9 6 6 4 5 4 35 2 20 17 7
Duplex 1 3 1 - - 2 1 - 2 0 1 - 6 - 0 2 - - 1 3 1 1 2 0
Terraced house 14 16 12 17 9 15 13 - 19 3 15 17 17 12 14 12 11 9 13 21 14 19 16 12
Semi-detached house 29 30 37 16 29 32 26 26 40 8 26 21 28 42 37 17 27 25 33 26 34 31 35 24
Detached house 45 30 38 64 56 36 53 66 24 86 41 53 13 37 42 61 58 61 49 16 49 28 30 57
Of those planning to purchase a home in the next five years, 20% are currently living in a flat/apartment, 19% are
living in a terraced house, with the balance split between semi-detached and detached houses.
18 Q.4 Which of the following best describes your current home? J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialPreferred home type x Demographics & Home Status/Plans
Base: All Adults 18+ N – 760
Statistically higher
Statistically lower
Age Social class Area Lifestage Home status Home Type Purchase Plans
Summary
18-34 35-49 50-64 65+ ABC1 C2DE F Urba Rural Single Single Pre Family Family Family Empty Own Own Renti In my Flat/A Terra Semi- Detac Next Next Unlik
n -45 45+ Family Pre Pre Teen Nester outrig with ng family partm ced detac hed 5 6-10 ely/
School Teen ht mortg privat home ent/D house hed house years years DK
Total
age ely/lo uplex house
cal
autho
rity
760 269 297 114 80 460 295 5 555 205 143 54 121 147 133 53 109 168 239 247 106 136 114 226 284 450 513 247
% % % % % % % % % % % % % % % % % % % % % % % % % % % %
Flat/apartment 7 11 3 6 9 7 7 - 8 5 10 11 8 3 5 4 7 7 2 9 13 15 13 4 5 6 7 7
Duplex 1 1 1 1 - 1 1 - 1 0 0 1 3 - 1 1 - - 1 2 1 3 1 - 0 2 1 0
Terraced house 4 6 3 4 5 5 4 - 5 3 6 5 4 3 6 1 4 2 4 7 6 6 15 1 2 5 5 4
Semi-detached 12 13 13 7 16 15 10 - 17 3 15 16 14 11 14 7 10 10 11 19 9 23 23 19 2 17 15 10
house
Detached house 76 69 81 83 71 73 79 100 69 89 69 67 71 83 75 88 79 81 82 64 72 53 47 76 91 70 72 79
Around a quarter of those currently living in apartments and terraced homes would be perfectly happy to move
to a semi-detached house, although a detached home is still their ultimate desire.
19 Q.5 And which of the following would you prefer to live in, if you had the choice? J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialMain reason unlikely to purchase a home/different home in next
12 months
Base: All Adults unlikely to buy in Next 12 months 18+ N – 599
%
Don’t want to move away from friends/family where I live now 26 59% 65+ yrs, 36% rural
Believe bank would not lend me the required amount 16 31% renting / 28% flat/apartment
Can’t find a house I can afford in my desired area/areas 13 20% ABC1
Can’t save the required deposit 10 20% 18-34 yrs, 21% renting privately/23% in family home
Not a good time to purchase until Pandemic is over 9
Could not afford the monthly repayments 6 14% in family home
Afraid house prices would drop after I purchased 3
Would prefer to rent long term 1
Other 17
The single greatest barrier to purchasing or moving home in the next 12 months is a reticence to move away from friends and
family in people’s current area. Other barriers of significance include a fear that the banks will not lend the required amount,
an inability to purchase an affordable home in a desirable area, and difficulties in saving the required deposit.
Q.6 Which one of the options below best describes why you are not likely to purchase a home/a different home
20 in Ireland in the next 12 months? J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialMain reason unlikely to purchase a home/different home in next
12 months x Home Status/Plans Statistically higher
Base: All Adults Not Buying in Next 12 months 18+ N – 599
Statistically lower
Home status Home Type Purchase Plans Summary
As might be expected,
Renting
Own
privately In my Flat/Apa Semi-
potential home movers are
Total Own with Terraced Detache Next 5 Next 6- Unlikely/ significantly more likely than
/local family rtment/ detache
outright mortgag house d house years 10 years DK First Time Buyers to identify
authorit home Duplex d house
e
y a reticence to move away
599 143 198 179 79 99 85 183 232 347 410 189 from their current location as
% % % % % % % % % % % % a barrier to purchase. In fact,
Don’t want to move away from by far the greatest barriers to
friends/family where I live now 26 40 34 3 7 7 12 25 35 4 11 39
purchase amongst those
Believe bank would not lend hoping to do so within the
me the required amount 16 14 9 31 16 28 24 18 10 20 18 15
next five years are related to
Can’t find a house I can afford potential difficulties with the
in my desired area/areas 13 8 18 14 13 16 18 13 11 21 20 6
banks loaning them their
Can’t save the required deposit 10 2 3 21 23 17 8 12 6 17 15 5 required amounts, lack of
affordable housing in the
Not a good time to purchase
until Pandemic is over 9 7 12 6 8 12 14 8 7 19 14 3 areas people want to live in,
difficulties saving the
Could not afford the monthly
repayments 6 3 3 11 14 5 9 8 5 5 7 6 required deposit, as well as a
belief held by some that they
Afraid house prices would drop
3 3 3 2 1 2 4 3 3 6 5 0 are better off waiting until
after I purchased
the Pandemic is over before
Would prefer to rent long term 1 - - 4 - 3 2 - 1 0 0 2 taking the plunge.
Other 17 22 19 7 17 9 10 13 24 9 10 23
Q.6 Which one of the options below best describes why you are not likely to purchase a home/a different home
21 in Ireland in the next 12 months? J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialReasons unlikely to purchase a home/different home in next 12
months- All Mentions
Base: All Adults Not Buying in Next 12 months 18+ N – 599
Other
First Mention Mention All Mentions
% % %
Don’t want to move away from friends/family where I live now 26 12 38
Believe bank would not lend me the required amount 16 21 38
Can’t find a house I can afford in my desired area/areas 13 25 38
Can’t save the required deposit 10 18 28
Not a good time to purchase until Pandemic is over 9 19 27
Could not afford the monthly repayments 6 16 23
Afraid house prices would drop after I purchased 3 7 10
Would prefer to rent long term 1 1 2
Other 17 21 33
Q.6 Which one of the options below best describes why you are not likely to purchase a home/a different home
in Ireland in the next 12 months?
22 Q.7 And for which other reasons are you not likely to purchase a home in the next 12 months. J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialReasons unlikely to purchase a home/different home in next 12
months- Any Mention x Home Status/Plans Statistically higher
Base: All Adults Not Buying in Next 12 months 18+ N – 599
Statistically lower
Total Home status Home Type Purchase Plans Summary
Own Own with Renting In my Flat/Apart Terraced Semi- Detached Next 5 Next 6-10 Unlikely/
outright mortgage privately/l family ment/Du house detached house years years DK
ocal home plex house
authority
599 143 198 179 79 99 85 183 232 347 410 189
% % % % % % % % % % % %
Believe bank would not lend me 38 26 26 63 50 50 47 42 29 47 44 32
the required amount
Can’t find a house I can afford in 38 29 42 41 44 46 49 40 30 54 49 28
my desired area/areas
Don’t want to move away from 38 61 43 5 18 9 22 40 48 13 21 53
friends/family where I live now
Can’t save the required deposit 28 7 16 57 56 47 26 29 22 33 36 20
Not a good time to purchase until 27 25 36 20 23 30 29 30 23 41 37 18
Pandemic is over
Could not afford the monthly 23 10 17 33 50 29 27 24 19 15 21 24
repayments
Afraid house prices would drop 10 9 15 8 2 7 14 12 8 19 17 3
after I purchased
Would prefer to rent long term 2 - - 8 - 5 7 - 1 1 1 3
Other (specify) 33 51 32 12 25 15 13 25 48 16 19 45
Q.6 Which one of the options below best describes why you are not likely to purchase a home/a different home
in Ireland in the next 12 months?
23 Q.7 And for which other reasons are you not likely to purchase a home in the next 12 months. J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialMost important factor in choosing type of home would ideally like
to live in
Base: All Adults 18+ N – 760
%
Overall affordability 26
Close to family/friends 17
Nice/friendly neighbourhood 13
Garden/access to green space 11
Number of bedrooms/house size 9
Commuting time 4
Energy efficiency 4
Close to public transport 3
Close to schools 3
Low crime rate 3
Close to shopping 2
Close to healthcare facilities 1
Close to leisure/sports/entertainment services 1
Other 3
Based upon all adults 18 years+, we see that overall affordability, proximity to family/friends, a nice/friendly
neighbourhood, access to garden/green space, and the number of bedrooms/house size are people’s top priorities in
choosing the type of home they would ideally like to live in.
24 Q.8 Please select the one factor that would be the most important to you in choosing the type of home you would ideally like to live in? J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialMost important factor in choosing type of home would ideally like
to live in x Demographics & Home Status Statistically higher
Base: All Adults 18+ N – 760 Statistically lower
Age Social class Area Lifestage Home status Home Type
Renting
Own
Total Family Family privatel In my Flat/Ap Semi- Detach
Single - Single Pre Family Empty Own with Terrace
18-34 35-49 50-64 65+ ABC1 C2DE F Urban Rural Pre Pre y/local family artment detache ed
45 45+ Family Teen Nester outright mortga d house
School Teen authorit home /Duplex d house house
ge
y
760 269 297 114 80 460 295 5 555 205 143 54 121 147 133 53 109 168 239 247 106 136 114 226 284
% % % % % % % % % % % % % % % % % % % % % % % % %
Overall affordability 26 34 31 23 11 25 27 39 25 28 40 20 32 27 27 27 16 16 22 34 46 32 29 21 27
Close to family/friends 17 12 13 16 30 14 19 26 15 21 9 20 10 11 15 19 26 25 18 7 12 9 12 19 19
Nice/friendly
13 15 14 8 15 13 13 - 16 8 12 13 19 19 10 12 10 10 13 14 17 14 18 19 7
neighbourhood
Garden/access to green
11 7 9 15 14 7 14 - 11 11 8 22 5 12 9 13 9 13 11 11 3 4 4 13 13
space
Number of
9 10 11 10 5 13 5 - 11 6 12 8 9 9 11 10 6 7 12 10 7 11 16 9 7
bedrooms/house size
Commuting time 4 9 3 2 - 6 2 - 5 1 9 - 11 3 5 2 1 1 4 5 8 8 5 5 2
Energy efficiency 4 1 2 9 7 5 3 - 3 6 0 5 - 2 3 5 9 8 3 1 1 4 5 0 6
Close to public transport 3 2 1 4 6 2 4 - 4 2 1 5 4 1 1 1 6 5 2 3 1 1 3 5 3
Close to schools 3 2 6 1 - 4 2 - 4 1 2 - 1 7 8 - - 0 5 4 - 4 2 3 2
Low crime rate 3 2 3 3 3 4 2 - 3 3 3 2 2 3 3 4 2 4 3 3 1 4 4 2 3
Close to shopping 2 1 1 2 5 1 3 - 2 2 0 2 1 - 2 - 5 5 1 1 0 3 1 1 3
Close to healthcare
1 0 0 1 3 0 2 - 0 3 - 0 1 0 1 3 2 3 0 1 - 1 - 0 2
facilities
Close to
leisure/sports/entertainm 1 2 1 1 - 1 2 - 1 1 1 - 4 1 1 - 1 0 1 2 1 1 - 2 1
ent services
Other 3 3 4 7 - 4 3 35 2 7 2 1 2 3 4 6 5 3 5 3 2 3 2 3 4
Home living priorities do vary somewhat across the different demographic groupings. For example, overall affordability is
significantly more important to younger individuals than it is to older people. Conversely, proximity to family/friends is actually
the top consideration amongst empty nesters (aged 65 years+). Meanwhile, people with young children are more concerned
thanimportant
Q.8 Please select the one factor that would be the most the average
to youindividual
in choosingabout proximity
the type to would
of home you schools.
ideally like to live in?
25 J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialFactors of importance when choosing type of home would ideally
like to live in – Any Mention
Base: All Adults 18+ N – 760
First Mention Other Mention All Mentions
% % %
Overall affordability 26 40 66
Nice/friendly neighbourhood 13 46 59
Garden/access to green space 11 42 53
Close to family/friends 17 29 46
Number of bedrooms/house size 9 35 44
Low crime rate 3 27 30
Energy efficiency 4 25 29
Close to public transport 3 24 27
Close to shopping 2 25 27
Commuting time 4 18 22
Close to healthcare facilities 1 18 19
Close to schools 3 11 14
Close to leisure/sports/entertainment services 1 12 13
Other 3 3 5
Q.8 Please select the one factor that would be the most important to you in choosing the type of home you would ideally like to live in?
26 Q.9 And please select 3 or 4 other factors that would also be important to you in your choice of your ideal home. J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialFactors of importance when choosing type of home would ideally
like to live in – Any Mention x Demographics Statistically higher
Base: All Adults 18+ N – 760
Statistically lower
Total Age Social class Area Lifestage
18-34 35-49 50-64 65+ ABC1 C2DE F Urban Rural Single - Single Pre Family Family Family Empty
45 45+ Family Pre Pre Teen Teen Nester
School
760 269 297 114 80 460 295 5 555 205 143 54 121 147 133 53 109
% % % % % % % % % % % % % % % % %
Overall affordability 66 % % % % % % % % % % % % % % % %
Close to public transport 27 31 15 28 38 25 28 35 31 18 36 48 31 7 19 20 27
Commuting time 22 41 24 11 5 32 13 34 26 15 43 5 44 24 27 13 7
Close to shopping 27 16 17 36 47 19 34 7 24 32 19 37 18 7 19 22 48
Close to family/friends 46 46 42 38 62 41 51 58 45 47 46 52 44 42 39 39 52
Close to schools 14 15 28 3 0 17 11 - 18 6 6 - 10 37 34 20 -
Close to healthcare facilities 19 11 8 24 45 13 25 - 18 22 10 20 8 5 9 15 45
Close to leisure/sports/entertainment 13 17 14 9 9 16 10 - 14 10 18 12 17 14 15 14 6
services
Energy efficiency 29 16 22 44 43 27 32 26 25 37 17 34 17 20 24 47 41
Low crime rate 30 28 31 32 30 30 31 31 31 29 32 32 27 30 24 24 35
Nice/friendly neighbourhood 59 62 58 51 64 58 59 61 62 53 64 65 60 66 49 54 55
Number of bedrooms/house size 44 45 51 47 27 51 38 39 43 45 43 26 39 61 52 58 36
Garden/access to green space 53 43 56 57 57 50 56 15 53 52 46 62 43 58 47 64 54
Other 5 4 6 8 2 4 5 35 3 9 4 6 2 5 6 6 5
Q.8 Please select the one factor that would be the most important to you in choosing the type of home you would ideally like to live in?
27 Q.9 And please select 3 or 4 other factors that would also be important to you in your choice of your ideal home. J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialFactors of importance when choosing type of home would ideally
like to live in – Any Mention x Home Status/Plans Statistically higher
Base: All Adults 18+ N – 760 Statistically lower
Total Home status Home Type Purchase Plans Summary
Own Own with Renting In my Flat/Apart Terraced Semi- Detached Next 5 Next 6-10 Unlikely/D
outright mortgage privately/l family ment/Dup house detached house years years K
ocal home lex house
authority
760 168 239 247 106 136 114 226 284 450 513 247
% % % % % % % % % % % %
Overall affordability 66 45 71 80 82 72 68 61 68 69 68 64
Close to public transport 27 33 15 31 32 39 31 29 21 28 29 25
Commuting time 22 10 24 27 38 32 26 24 17 35 33 14
Close to shopping 27 41 20 20 20 28 24 23 30 22 24 29
Close to family/friends 46 55 43 33 56 32 51 49 46 43 44 48
Close to schools 14 4 19 21 10 23 15 17 9 21 20 9
Close to healthcare facilities 19 35 11 14 11 9 24 15 23 11 12 25
Close to leisure/sports/entertainment 13 9 16 13 15 18 16 11 11 15 13 13
services
Energy efficiency 29 36 29 27 15 18 26 23 37 25 25 32
Low crime rate 30 32 28 28 34 29 25 35 29 29 29 31
Nice/friendly neighbourhood 59 55 60 57 69 58 59 68 53 54 57 60
Number of bedrooms/house size 44 34 57 41 43 41 45 44 45 45 43 44
Garden/access to green space 53 55 54 55 41 44 45 58 55 45 47 58
Other 5 6 6 4 3 4 3 5 6 3 4 6
Q.8 Please select the one factor that would be the most important to you in choosing the type of home you would ideally like to live in?
28 Q.9 And please select 3 or 4 other factors that would also be important to you in your choice of your ideal home. J.212663 | IBEC | Housing Survey| April 2021 | Confidential82% agree the Government should
introduce additional measures to
improve the supply of affordable
housing
Don’t know
11%
No
7%
82%
YES
Q.10 Do you think that the Government should introduce additional measures to improve the supply of affordable
29 housing? J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialMost effective Government initiatives in addressing housing
affordability (Ranked 1 – 6)
Base: All Adults 18+ N – 760
1 2 3 4 5 6
Increase Increased supply Reform the Reform the
the supply Affordable Fastrack the
home of zoned and existing housing existing
of serviced land to mortgage
purchasing reduce the cost lending planning planning
affordable
housing loans of housing rules process rules
4.67 3.90 3.37 3.20 3.05 2.81
An increase in the supply of affordable housing is by far the most effective perceived solution to addressing issues around
housing affordability.
30 Q.11 Which of the possible Government initiatives below do you feel would be most effective in addressing issues around housing affordability? J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialMost effective Government initiatives in addressing housing
affordability
Base: All Adults 18+ N - 760
Increased supply of zoned
Increase the supply of Affordable home and serviced land to Reform the existing Fastrack the housing Reform the existing
affordable housing purchasing loans reduce the cost of housing mortgage lending rules planning process planning rules
% % % % % %
10 11 7 7
17
12 11
21 17
1st 48 12
23 17
16
17 21
24
23 15
2nd 16 18
24
3rd 17
14 14 22
16
4th 8 15
5th 6 23 25
18 18
6th 8 8
Mean 4.67 3.90 3.37 3.20 3.05 2.81
There is also considerable support for Government action around affordable home purchasing loans, increased supply of suitable
land to reduce the cost of housing and a reform of the existing mortgage lending rules.
31 Q.11 Which of the possible Government initiatives below do you feel would be most effective in addressing issues around housing affordability? J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialMost effective Government initiatives in addressing housing
affordability x Demographics & Home Status Statistically higher
Base: All Adults 18+ N - 760
Statistically lower
Age Social class Lifestage Home status
Renting
Own
Total Family Family Own privatel In my
Single - Single Pre Family Empty with
18-34 35-49 50-64 65+ ABC1 C2DE F Pre Pre outrigh y/local family
45 45+ Family Teen Nester mortga
School Teen t authori home
ge
ty
760 269 297 114 80 460 295 5 143 54 121 147 133 53 109 168 239 247 106
% % % % % % % % % % % % % % % % % % %
Increase the supply of
affordable housing 48 57 43 46 42 51 44 67 63 48 53 37 44 41 46 41 38 58 67
Affordable home
purchasing loans 17 14 19 20 15 16 19 7 16 22 14 21 18 13 16 17 21 17 10
Reform the existing
mortgage lending rules 11 14 15 11 3 13 10 - 8 2 13 23 13 12 10 7 17 10 11
Increased supply of zoned
and serviced land to 10 6 7 9 21 6 13 26 3 12 10 6 11 7 15 16 7 7 4
reduce the cost of housing
Fastrack the housing
planning process 7 5 8 8 9 8 7 - 2 9 8 6 9 15 5 10 9 4 3
Reform the existing
planning rules 7 4 9 5 10 7 7 - 8 7 2 6 5 12 8 9 8 5 5
Individuals with young children are most likely of all to seek a reform of existing mortgage lending rules, with the over 65’s over-
indexing on a desire for increased supply of serviced land to reduce the cost of housing.
32 Q.11 Which of the possible Government initiatives below do you feel would be most effective in addressing issues around housing affordability? J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialAttitudes towards shared equity
scheme
Base: All Adults 18+ N - 760
Don’t know
• A small majority of Irish adults (56%) are in
favour of the introduction of the proposed No
Don’t know 25%
shared equity scheme as a means of
making the cost of homes more affordable.
• There were no demographic skews in terms
% 56% In favour
of those in favour of the shared equity
18%
YES
scheme. Opposed
• Those living in the family home over-
indexed however on ‘Don’t knows’ at a
significant level (38%).
33 J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialAttitudes towards shared equity scheme
Base: All Adults 18+ N - 760 Statistically higher
Statistically lower
Total Lifestage Home Status
Single - Single Pre Family Family Family Empty Own Own Renting In my
45 45+ Family Pre Pre Teen Teen Nester outright with privately family
School mortgag /local home
e authority
760 143 54 121 147 133 53 109 168 239 247 106
% % % % % % % % % % % %
In favour of 56 50 60 42 62 63 51 59 56 60 57 45
Opposed to 18 19 17 25 23 18 17 14 18 21 16 17
Don’t know 25 31 22 33 15 19 33 27 26 19 27 38
34 Q.12 Are you in favour or opposed to such a share equity scheme as a means of making the cost of homes more affordable? J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialInterest in availing of the shared equity scheme in the future
Base: All Adults 18+ N - 760 Statistically higher
Any Interested Any Not Interested
Total 33 53
Age
18-34 49 36
% 35-49 38 46
67
50-64 18 75
65+ 15
Area 47
Very interested 15 Urban 39 65
Any Rural 19
Interested Lifestage 38
Single -45 47 68
Fairly interested 33% 43
18 Single 45+ 18 42
Pre Family 42 42
Family Pre School 48 61
Family Pre Teen 43 70
Family Teen 27
Not particularly interested 21 Empty Nester 13 76
Home status 58
Own outright 10 27
Any Not Own with mortgage 29 34
Interested 53% Renting privately/local authority 60 32
In my family home 45 42
Home Type
Not interested at all 32 51
Flat/Apartment/Duplex 54 64
Terraced house 44
Semi-detached house 35 44
Detached house 22 37
45
Don’t know 14 62
Purchase Plans In 2 years 49
3 – 5 years 55 40
6 – 10 years 39 42
Unlikely/DK 20 62
Around half of those planning to purchase a home within the next five years would be interested in availing of such a shared equity
scheme, and this is particularly so for younger purchasers in urban areas who are either currently renting or living in their family home.
35 Q.13 How interested would you be in availing of such a Shared Equity Scheme at some stage in the future? J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialImpact of Covid 19 on Housing
The greatest impact of
Covid 19 in relation to Considerations
housing needs relate to Base: All Adults 18+ N - 760 Since Covid, I have been
the increased seriously considering
Since Covid, having moving to a more rural
importance of a Since Covid, having a Since Covid, living close extra space to use as a location where I can
garden/outdoor space garden/outdoor space has to decent facilities and home office has work from home and
become more important amenities has become become more enjoy a greater quality
and living close to to me more important to me important to me of life
decent facilities and % % % %
amenities.
19
33
46
16
Agree strongly 65
20
33
38
Agree somewhat
18 36
28
Disagree somewhat
9 11
Disagree strongly
5 5 9
Don’t know 1 2 3 6
ANY Agree 93 84 65 35
ANY Disagree 6 13 29 56
Mean score 3.59 3.29 2.91 2.21
36 Q.16 To what extent do you agree or disagree with the following statements related to the COVID 19 Pandemic?
J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialSince Covid, having a garden/outdoor space has become
more important to me x Demographics & Home Status/Plans
Statistically higher
Base: All Adults 18+ N - 760
Age 18-34 94
35-49 94
50-64 86
65+ 96
Social Class
ABC1 92
C2DE 93
F 100*
Area Urban 96
Rural 87
Single -45 92
93% Lifestage
Single 45+
Pre Family
84
96
having a Family Pre School 96
garden/outdoor Family Pre Teen 94
Family Teen 86
space has become Empty Nester 95
important to me
Home status Own outright 90
Own with mortgage 95
Renting privately/local authority 93
In my family home 92
Home Type Flat/Apartment/Duplex 92
Terraced house 96
Semi-detached house 98
Detached house 88
Purchase Plans Next 5 years 92
Next 6-10 years 93
Unlikely/DK 92
*Caution: very low sample size
The increased importance of garden/outdoor space has been most acute amongst those living in urban areas.
37 Q.16 To what extent do you agree or disagree with the following statements related to the COVID 19 Pandemic? J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialSince Covid, living close to decent facilities and amenities has become
more important to me x Demographics & Home Status/Plans
Base: All Adults 18+ N - 760 Statistically higher
Age 18-34 86
35-49 79
50-64 84
65+ 90
Social Class ABC1 85
C2DE 83
F 100 *
Area Urban 89
Rural 75
84% Lifestage Single -45
Single 45+
84
94
having decent Pre Family 90
Family Pre School 77
facilities and Family Pre Teen 78
amenities has Family Teen 81
become Empty Nester 85
important to me Home status Own outright 85
Own with mortgage 80
Renting privately/local authority 88
In my family home 84
Home Type Flat/Apartment/Duplex 93
Terraced house 88
Semi-detached house 89
Detached house 78
Purchase Plans Next 5 years 86
Next 6-10 years 87
Unlikely/DK 82
*Caution: very low sample size
Living close to decent facilities and amenities has increased most significantly as a need since Covid amongst those living in
apartments/duplexes and, interestingly, older single household dwellers and those at a pre-family lifestage.
Q.16 To what extent do you agree or disagree with the following statements related to the COVID 19 Pandemic?
38 J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialSince Covid, having extra space to use as a home office has become
more important to me x Demographics & Home Status/Plans Statistically higher
Base: All Adults 18+ N - 760
Age 18-34 82
35-49 71
50-64 53
65+ 46
Social Class ABC1 81
C2DE 49
F 100 *
Area Urban 70
65% Rural 56
having extra Lifestage Single -45 81
Single 45+ 41
space to use as Pre Family 83
home office has Family Pre School 75
become Family Pre Teen 72
important to me Family Teen 54
Empty Nester 53
Home status Own outright 46
Own with mortgage 74
Renting privately/local authority 74
In my family home 75
Home Type Flat/Apartment/Duplex 83
Terraced house 64
Semi-detached house 70
Detached house 57
Purchase Plans Next 5 years 80
Next 6-10 years 80
Unlikely/DK 53
*Caution: very low sample size
A large majority of people planning to purchase a home in the next 5 to 10 years also report that having extra space to use as a
39
home
Q.16 To what extent do you agree office with
or disagree has become more
the following important
statements to them
related since 19
to the COVID thePandemic?
onset of the Pandemic.
J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialSince Covid, I have been seriously considering moving to a more rural
location where I can work from home and enjoy a greater quality of life x
Demographics & Home Status/Plans Statistically higher
Base: All Adults 18+ N - 760 Age 18-34 47
35-49 42
50-64 29
65+ 15
Social Class
ABC1 39
C2DE 31
F 93 *
Area Urban 38
Rural 30
35% Lifestage Single -45 39
Seriously Single 45+ 21
considering Pre Family 53
Family Pre School 51
moving to a rural Family Pre Teen 46
location Family Teen 21
Empty Nester 23
Home status Own outright 22
Own with mortgage 33
Renting privately/local authority 52
In my family home 43
Home Type Flat/Apartment/Duplex 44
Terraced house 49
Semi-detached house 37
Detached house 28
Purchase Plans Next 5 years 57
Next 6-10 years 50
Unlikely/DK 23
*Caution: very low sample size
While just 35% of all adults agree that they have begun to seriously consider moving to a rural location since Covid, the desire to
40
escape
Q.16 To what extent do you agree urbanwith
or disagree living
theis in or around
following 50%related
statements for those
to theatCOVID
pre-family or young kids lifestages.
19 Pandemic? J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialKey findings 41 J.212663 | IBEC | Housing Survey| April 2021 | Confidential
Key findings
Future Home Purchasing Patterns
The research reveals an estimated 15% of all adults who are The younger the consumer, the greater the gap between their desire to
intending to purchase a home within the next two years – equating purchase a home, and their perceived likelihood of being able to do so.
to an estimated 550,000 individual purchasers. Note, these figures
Desired home ownership is again highest amongst ABC1s, urban dwellers, as
include both first time buyers and those intending to move to a
well as young singles and pre/early family lifestage individuals.
different home over the next couple of years. 18-34 year olds (44%)
and 35 to 49 year olds (41%) are most likely of all to purchase a The greatest immediate demand for housing is from within the cohort of people
home within the next five years. who are currently renting – particularly those living in apartments and
duplexes.
The demand for purchasing or moving home is greatest in the
Dublin region, amongst those at pre-family and family pre-school While a majority of those currently living in apartments/duplexes are happy
lifestages, as well as within the white collar and professional enough to remain living in these types of homes if they had the choice, the
working status ABC1 socio economic category. great majority of those currently in terraced or semi-detached housing would
much rather live in a detached house.
While 15% of adults are planning to purchase a home over the next
two years, more than twice that amount (33%) would actually like Of those planning to purchase a home in the next five years, 20% are currently
to purchase a home over the same period – evidence of a living in a flat/apartment, 19% are living in a terraced house, with the balance
significant pent-up demand for housing, clearly being frustrated by split between semi-detached and detached houses.
lack of supply and related factors.
Around a quarter of those currently living in apartments and terraced homes
The gap between desired and perceived likelihood of home would be perfectly happy to move to a semi-detached house, although a
purchase does narrow for those considering purchasing 3-10 years detached home is still their ultimate desire.
from now, suggesting that there is at least some hope that
constraints on home ownership will ease in the medium term.
42 J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialKey findings
Triggers & Barriers to Home Purchase
The single greatest barrier to purchasing or moving home in the Home living priorities do vary somewhat across the different demographic
next 12 months is a reticence to move away from friends and family groupings. For example, overall affordability is significantly more important to
in people’s current area. Other barriers of significance include a fear younger individuals than it is to older people. Conversely, proximity to
that the banks will not lend the required amount, an inability to family/friends is actually the top consideration amongst empty nesters (aged 65
purchase an affordable home in a desirable area, and difficulties in years+). Meanwhile, people with young children are more concerned than the
saving the required deposit. average individual about proximity to schools.
As might be expected, potential home movers are significantly
more likely than First Time Buyers to identify a reticence to move
away from their current location as a barrier to purchase. In fact, by
far the greatest barriers to purchase amongst those hoping to do so
within the next five years are related to potential difficulties with
the banks loaning them their required amounts, lack of affordable
housing in the areas people want to live in, difficulties saving the
required deposit, as well as a belief held by some that they are
better off waiting until the Pandemic is over before taking the
plunge.
Based upon all adults 18 years+, we see that overall affordability,
proximity to family/friends, a nice/friendly neighbourhood, access
to garden/green space, and the number of bedrooms/house size
are people’s top priorities in choosing the type of home they would
ideally like to live in.
43 J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialKey findings
Attitudes to Government Initiatives
82% agree the Government should introduce additional measures Around half of those planning to purchase a home within the next five years
to improve the supply of affordable housing. would be interested in availing of such a shared equity scheme, and this is
particularly so for younger purchasers in urban areas who are either currently
An increase in the supply of affordable housing is by far the most renting or living in their family home.
effective perceived solution to addressing issues around housing
affordability.
There is also considerable support for Government action around
affordable home purchasing loans, increased supply of suitable land
to reduce the cost of housing and a reform of the existing mortgage
lending rules.
Individuals with young children are most likely of all to seek a
reform of existing mortgage lending rules, with the over 65’s over-
indexing on a desire for increased supply of serviced land to reduce
the cost of housing.
A small majority of Irish adults (56%) are in favour of the
introduction of the proposed shared equity scheme as a means of
making the cost of homes more affordable.
There were no demographic skews in terms of those in favour of the
shared equity scheme. Those living in the family home over-indexed
however on ‘Don’t knows’ at a significant level (38%).
44 J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialKey findings
Impact of Covid on Housing Considerations
The greatest impact of Covid 19 in relation to housing needs relate
to the increased importance of a garden/outdoor space and living
close to decent facilities and amenities.
The increased importance of garden/outdoor space has been most
acute amongst those living in urban areas.
Living close to decent facilities and amenities has increased most
significantly as a need since Covid amongst those living in
apartments/duplexes and, interestingly, older single household
dwellers and those at a pre-family lifestage.
A large majority of people planning to purchase a home in the next
5 to 10 years also report that having extra space to use as a home
office has become more important to them since the onset of the
Pandemic.
While just 35% of all adults agree that they have begun to seriously
consider moving to a rural location since Covid, the desire to escape
urban living is in or around 50% for those at pre-family or young
kids lifestages.
45 J.212663 | IBEC | Housing Survey| April 2021 | ConfidentialThank you.
Milltown House
Mount Saint Annes
Milltown, Dublin 6 - D06 Y822
+353 1 205 7500 | www.banda.ie
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