20 statistics you need to know about the ‘digital house hunt’

By Michael FerreeFebruary 20, 2015

The National Association of Realtors calls it the “digital house hunt.”

Increasingly, Americans are shopping for new homes via mobile devices. They’re also using those devices to communicate with real estate agents and even to take out mortgages.

“While consumers may not be ditching their computers altogether, they’re flocking to smartphones and tablets to search for homes and apartments,” said Keith Wilson, senior vice president at The Search Agency, an online marketing firm. “It’s no surprise that more and more people are using their mobile devices to find properties, listings and houses.”

At 2015 LeadsCon Las Vegas, Erin Lantz, vice president of mortgages at real estate website Zillow, will discuss how lenders must meet the needs of mobile-oriented real estate consumers and agents. Ahead of Lantz’s talk, here are 20 statistics you need to know about the mobilization, if you will, of the home-buying market.

1. 58 percent of American adults own a smartphone (Pew Research Center, January 2014).

2. In the home search, 34 percent of people use mobile or tablet websites or apps (National Association of Realtors 2014 Profile of Home Buyers and Sellers).

3. In the home search, 31 percent of people use mobile or tablet search engines (National Association of Realtors 2014 Profile of Home Buyers and Sellers).

4. Among homebuyers, 27 percent found their homes through a mobile app (National Association of Realtors 2014 Profile of Home Buyers and Sellers).

5. Among homebuyers, 4 percent found their real estate agents through a mobile app (National Association of Realtors 2014 Profile of Home Buyers and Sellers).

6. In June 2014, mobile phones accounted for 27 percent of all searches related to buying a home, up 19 percent compared with 2013 (2014 Google Consumer Survey).

7. Mobile searches about open houses grew 36 percent from June 2013 to June 2014 (2014 Google Consumer Survey).

8. On weekends, smartphones account for 40 percent of “impressions” for online real estate ads (2013 report from The Search Agency).

9. Smartphones make up 70 percent of “impressions” for real estate ads and 45 percent of clicks for real estate ads from midnight to 6 a.m. (2013 report from The Search Agency).

10. One-fifth of future homebuyers say they’ll use a mobile device to watch a video, such as a home tour (2014 Google Consumer Survey).

11. 50 percent of buyers use a mobile site or mobile app in their home search (National Association of Realtors 2014 Profile of Home Buyers and Sellers).

12. One-fourth of mortgage-related searches on Google are done via a mobile device (Google/Homes.com/RISMedia).

13. Among Americans with family income exceeding $100,000, 37 percent of prefer to complete a final mortgage application online. For Americans with family income from $50,000 to $100,000, that figure is 27 percent. In the less-than-$50,000 category, it’s 18 percent (2013 Fannie Mae study).

14. 16 percent of recent mortgage borrowers have used a smartphone to track household finances (2013 Fannie Mae study).

15. 9 percent of recent mortgage borrowers have used a smartphone to look for a mortgage lender (2013 Fannie Mae study).

16. 8 percent of recent mortgage borrowers have used a smartphone to obtain a mortgage quote (2013 Fannie Mae study).

17. 26 percent of recent mortgage borrowers would like to use a smartphone to track household finances (2013 Fannie Mae study).

18. 17 percent of recent mortgage borrowers would like to use a smartphone to look for a mortgage lender (2013 Fannie Mae study).

19. 15 percent of recent mortgage borrowers would like to use a smartphone to obtain a mortgage quote (2013 Fannie Mae study).

20. 93 percent of realtors use smartphones for business (2013-14 Realtor Technology Survey).

Click here to register for LeadsCon Las Vegas 2015.

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