From the Playground to the Property Ladder: Children’s Voice on the Rise in Home Moves

Geographically, influence levels vary across the UK. Scotland leads with 37% of movers reporting significant child input in home decisions, closely followed by Eastern England at 33%. In contrast, regions such as the South East (26%), Yorkshire & the Humber (27%), the South West and West Midlands (both 28%) report lower levels of child influence. Notably, the West Midlands (35%) and South West (32%) also top the list of regions where children have no say at all.

So what do children care most about? Zoopla’s research suggests that children largely steer the ‘must-haves’ list, with decisions tailored to their needs. Importantly, children tend to compromise the least—just 1% of concessions—compared to adults who compromise 56% of the time.

Despite children’s growing influence, the traditional roles of adults still dominate the logistical and financial heavy-lifting. Men are more likely to act as the "Home Move CEO,” taking charge of setting budgets (33% vs. 19% for women), choosing the mortgage (34% vs. 17%), arranging conveyancing (38% vs. 24%), and negotiating prices (36% vs. 20%). Additionally, men generally feel they have a better grasp of a property’s value—42% say they understand it well, compared to 25% of women.

Women, on the other hand, play a pivotal role in quality control—57% of women are more likely to reject a property outright, compared with 43% of men. However, when it comes to making compromises on home features, 31% of men report they concede more often, versus 25% of women.

Another striking generational difference appears in how the decision to move is initiated and managed. In 39% of households, one person alone triggers the idea to move. In 35%, both partners decide together, but only 25% share property research responsibilities equally. Baby Boomers stand out as the most collaborative generation—60% report jointly sharing the move decision, compared with just 25% of Gen Z and 31% of Millennials. Boomers are also more likely to research properties together (31%) versus younger generations.

Daniel Copley, Zoopla’s consumer expert, remarks: “It’s fascinating to see the curtain pulled back on the intricacies of the modern-day home hunt. Collaborative decision-making is firmly on the rise, especially among Millennials. However, the most compelling finding is undoubtedly the growing influence of children. For a significant portion of the market, the family home is truly a family decision.” He adds that Zoopla tools—such as “My Home,” school ratings, local amenities, planning permissions, and commute-time filters—can help families communicate and streamline the decision-making process.