From Gen Z to seniors! Commonalities and differences in how they select rental property

From Gen Z to seniors! Commonalities and differences in how they select rental property

COVID has dramatically changed how we live and work. What are people looking for in a new place when starting a “new chapter” in their life? With some Gen Z are old enough to live on their own, how has preferences for housing changed? We researched preferences by generation when it comes to rental property.


Are people in their 20s currently enthusiastic about searching for rental property?

First, let's look at the demographics of people who searched "rentals." When analyzing the sex of those searching “rentals,” the majority is female across all age groups, indicating that women are leading the way in gathering information on housing through Internet searches.

Looking at the changes by age group over the past two years, it is clear that the number of people searching “rentals” in their 20s has increased, while people in their 30s have decreased. Other age groups have not shown significant change over this period.

User attributes of people searching for "rentals" / Sex

Period: April 2022 - March 2023
Devices: PC and smartphone

User attributes of people searching "rentals" / Age group (Changes)

Period: April 2021 - March 2023
Devices: PC and smartphone

Condominiums are popular among rental properties. "Pet-friendly" is also a top search keyword.

Next, we will look at the ranking of keywords searched together with "rentals" to see the most popular features, etc.

As shown in the table below, "condominium" ranked first, and "pet-friendly" and "2LDK" (abbreviation for "2 Bedroom, Living room, Dining room, Kitchen") were highly ranked. In addition, since there are many people in their 20s searching, keywords like "living alone" seem to be frequently searched as many are looking for single occupancy rentals.

Ranking of keyword combinations with "rentals"

Period: April 2022 - March 2023
Devices: PC and smartphone

Comparison of popular rental properties by age group

Next, we will compare trends by age group. First, a user attribute map with age on the vertical axis and sex on the horizontal axis is used to visually capture characteristics.

As shown in the figure below, many keywords are concentrated in the younger female demographic, indicating that they are searching for a wide range of topics, including everything from building materials, such as floors, windows, and walls to specific properties, such as designer and renovated properties.

On the other hand, in the same younger age group, men are more likely to search for lease renewal fees, brokerage fees, rent, market rates, and other expenses.

User attribute map for people searching "rentals"

Period: April 2022 - March 2023
Devices: PC and smartphone

Let's compare the simultaneous search terms in detail for each age group.

A comparison of the rankings of the keyword combinations reveal the following.

・Most searches for "fire insurance" are made by those in their 20s, with searches declining as age increases.
・"Pet-friendly" rose in ranking among those in their 30s to 50s.
・"New construction" becomes a highly-search topic for those in their 30s and older.
・"Detached house" ranked highest from 30s onward.
・"2LDK" is the most frequently searched rental property layout among all age groups.

When people in their 20s are looking for rental property, they search more about “fire insurance” to look into what it is and whether it is necessary or not. Fire insurance definitely seems like something that is of concern among first-time renters, and thus, it ranks first. It is interesting to see how the data illustrates how people learn as their experience increases with age.

Also, as the budget one has available for housing is expected to increase with age, more attention is being paid to single-family homes and pet-friendly properties.

While we can understand the need to live alone in one's 20s and 30s, it was also interesting to see the idea of "living alone" once drop out of the ranking for people in their 40s and then reemerge again for those in their 50s and 60s.

Ranking of keyword combinations with "rentals" by age group

Period: April 2022 - March 2023
Devices: PC and smartphone

Generational differences across rental search websites. Young people are checking reviews.

Next, we will analyze the trends by age group regarding the inflow websites that people are visiting after searching "rentals."

The table below shows the ranking of inflow websites by age group. For all ages, "SUUMO" was ranked No. 1, "HOME'S" No. 2, and "at home" No. 3.

The websites highlighted blue are those viewed more frequently by younger people, and websites highlighted pink are those viewed more frequently by older people. "Home Mate" and "Apaman Shop" are popular among younger people, and review websites, such as "Yahoo! Chiebukuro," "Iepula," and "Oshiete! goo" also rank.

On the other hand, real estate portal websites such as "Sumaity" and "Chintai EX" are popular among the older generation.

Inflow website ranking by age group

Period: April 2022 - March 2023
Devices: PC and smartphone

Rental search websites with frequent influx of young people

Iepula|Real estate agency where you can find your ideal rental property through LINE or chat [Available until midnight]

Websites frequently visited by younger people
Translated by VALUES

Summary

In this research, we analyzed everyone's concerns about rental properties by age group.

What kind of people are searching for "rentals"?

Women accounted for the majority across all age groups, indicating that women are leading the way in gathering information about housing. By analyzing by age group, we found that the number of people searching for rental property in their 20s is increasing, while the number of people in their 30s is decreasing.

What do you often look for when searching for "rentals"?

We checked the popular features, etc., based on the keywords searched in combination with "rentals." As a result, "condominium" ranked first, and "pet-friendly" and "2LDK" were the most popular features. In addition, since most people searching "rentals" are in their 20s, we found that "living alone" and other single occupancy properties were frequently searched for.

What are the search trends by age group?

A comparison of simultaneous search terms by age group revealed the following.
・People in their 20s are the most likely to search for "fire insurance," and the number of people searching declines as age increases.
・Most people in their 50s search for "pet-friendly," and the number of people increases with age, but the number of people decreased for people in their 60s.
・ Searches for "new construction" are most common among those in their 30s and older.
・Searches for "single-family homes" and "detached house" are most common among those in their 30s and older.
・"2LDK" is the most popular layout for rental properties among all age groups.

What are the inflow websites after searching for “rentals” by age group?

Inflow sites after searching "rentals" were "SUUMO" ranked No. 1, "HOME'S" was No. 2, and “at home" was No. 3 across all age groups. Looking at the characteristics of other websites, we found that each age group has its unique characteristics. “Home Mate” and “Apaman Shop” are popular among young people, as well as review websites such as “Yahoo! Chiebukuro,” “Iepula,” and “Oshiete! goo.” On the other hand, real estate portal websites such as "Sumaity" and "Chintai EX" seem to be popular with the elderly.

About Dockpit

▼Data from Dockpit was used in this case study. Dockpit is an online behavior analytics tool provided by VALUES, Inc., and it allows you to access online behavioral data (updated monthly) via your browser so you can research competitor websites and investigate trends. There is a FREE version of Dockpit, so if you are interested in using it, please register below.

dockpit Get free version

※日本語での記事はこちらをご確認ください

Z世代からシニア世代まで!検索データから見る賃貸住宅選びの共通項と差異

https://manamina.valuesccg.com/articles/2330

新型コロナの影響もあって、働き方や生活スタイルが大きく変わりました。そんな中、新生活をスタートする人たちが住まいを選ぶとき、どんなことを気にするのでしょうか。Z世代も独り立ちをし始めた昨今、住まいに求められる条件も変わったのでしょうか。今回は、賃貸物件に関するみんなの気になりごとを世代別に調査します。

この記事のライター

Born and raised in the Bay Area, U.S.A, I was fascinated by the different social and purchasing behaviors between Japanese and American consumers. I studied communication for undergrad and international marketing for my graduate studies. My professional background is in bilingual recruitment and Japanese-English translation.

関連する投稿


大谷翔平のポルシェ寄贈で9万人が検索?スポーツ選手の広告効果を分析【大谷翔平・羽生結弦】

大谷翔平のポルシェ寄贈で9万人が検索?スポーツ選手の広告効果を分析【大谷翔平・羽生結弦】

スポーツ選手が、単なる競技者ではなく、広告塔として活躍する姿がたびたび見られます。また、スポーツ選手の私物が話題になることもあります。本記事では、大谷翔平選手と羽生結弦選手といったスター選手を例に、「時系列分析」「性年代分析」を通じて各ブランドへの広告効果を分析しました。


JRE BANKの現在地。利用者数・属性をメガバンク等と比較

JRE BANKの現在地。利用者数・属性をメガバンク等と比較

JRE BANK開始から、1年が経ちました。銀行取引がスマートフォンで完結する利便性はもちろん、JR関連の特典が豊富にあるのも魅力的な銀行です。実際に、どのようなユーザーが利用しているのでしょうか。今回は、JRE BANKのユーザーの属性や、興味関心を分析します。


「エナドリの買い方」が物語る20代と30代、ライフスタイルの違いとは

「エナドリの買い方」が物語る20代と30代、ライフスタイルの違いとは

集中したいときや、眠気を覚ましたいときに頼れるエナジードリンク。忙しい日々の中で、欠かせない存在になっている人も多いのではないでしょうか。なかでも活用頻度が高い20代・30代。購買データを分析すると、この2つの世代間でエナジードリンクの頼り方に明確な違いがあることが見えてきました。


5大カラオケチェーンのユーザー比較。まねき/ビッグエコー/BanBan/カラ館/ジャンカラ

5大カラオケチェーンのユーザー比較。まねき/ビッグエコー/BanBan/カラ館/ジャンカラ

スムーズなカラオケ体験を提供し、ポイント機能などで囲い込みを行うスマホアプリ。ブランドロイヤリティを向上させるために、各社はどのような戦略を講じているのでしょうか。今回は、「まねきねこ」「ビッグエコー」「BanBan」「カラオケ館」「ジャンカラ」の5大カラオケチェーンを対象に、消費者のアプリ起動データから、その利用実態を調査しました。


au・UQモバイル・povoを比較!料金プラン・ユーザーの違いは?

au・UQモバイル・povoを比較!料金プラン・ユーザーの違いは?

通信会社は多様なプランを展開し、幅広いユーザー層の獲得を目指しています。本記事では、KDDIが展開するau・UQモバイル・povoを比較し、それぞれのユーザー層の違いを分析します。


最新の投稿


BtoB企業のデジマ課題は受注までの導線設計や顧客理解の不足、BtoC企業では複数チャネルを運用する難しさ【ナイル調査】

BtoB企業のデジマ課題は受注までの導線設計や顧客理解の不足、BtoC企業では複数チャネルを運用する難しさ【ナイル調査】

ナイル株式会社は、企業のデジタルマーケティング従事者541名を対象に、BtoB企業・BtoC企業それぞれが抱えているマーケティング課題に関するアンケート調査を実施し、結果を公開しました。


企業のマーケティング担当者が考える2025年夏商戦のマーケティング施策成功のポイントの1位は「物価高騰や生活防衛意識の高まりを踏まえた価格・価値設計」【レイクルー調査】

企業のマーケティング担当者が考える2025年夏商戦のマーケティング施策成功のポイントの1位は「物価高騰や生活防衛意識の高まりを踏まえた価格・価値設計」【レイクルー調査】

株式会社レイクルーは、企業のマーケティング担当者を対象に「2025年夏商戦におけるマーケティング活動」に関する実態調査を実施し、結果を公開しました。


BtoBマーケ担当者の95.8%が生成AIによるコンテンツ制作で効果を実感!一方で「ブランドトーンとの不一致」など品質管理に課題も【IDEATECH調査】

BtoBマーケ担当者の95.8%が生成AIによるコンテンツ制作で効果を実感!一方で「ブランドトーンとの不一致」など品質管理に課題も【IDEATECH調査】

株式会社IDEATECHは、BtoB企業においてコンテンツ制作に関わっているBtoBマーケティング責任者・担当者を対象に、AIを活用したコンテンツ制作の実態調査を実施し、結果を公開しました。


奥深いハイキングの世界に中国の若者が夢中

奥深いハイキングの世界に中国の若者が夢中

近年、中国の若者の間で流行している「ハイキング」。世界の中でも中国は広大な山地と壮麗な景色を擁するのが特徴で、ちょっとした散歩からハードな登山まで各種のハイキングやハイキング旅行の体験が楽しまれています。さらに、ハイキングの人気に伴って関連市場も成長しており、市場においては有名ブランドが各種の高性能製品を提供しています。この記事では、ハイキングの魅力や楽しみ方のほか、アウトドア市場のトレンドを紹介します。


自己効力感 ~ サービス・マーケティングへの応用

自己効力感 ~ サービス・マーケティングへの応用

比較的よく聞く言葉として「自己肯定力」がありますが、「自己効力感」とは一体何を意味するかご存知でしょうか。行動に直結するモチベーションを生み出し、それに伴う行動に変化をもたらす先行要因とも称される「自己効力感」は、マーケティングの世界でもサービス・マーケティングという概念と密接に関係しているようです。本稿では、広告・マーケティング業界に40年近く従事し、現在は株式会社創造開発研究所所長、一般社団法人マーケティング共創協会理事・研究フェローを務めている渡部数俊氏が、「自己効力感」の詳細な意味をはじめ、そのメリット、サービス・マーケティングとの繋がりまでを解説します。


競合も、業界も、トレンドもわかる、マーケターのためのリサーチエンジン Dockpit 無料登録はこちら

アクセスランキング


>>総合人気ランキング

ページトップへ