A growing number of Italians are engaging in the phenomenon known as "property porn," browsing online real estate listings despite being unable to afford the homes. Research indicates that about one in three Italians participates in this pastime, with the figure rising to 47% among those under 25. The practice stimulates the brain's reward system, similar to the effect of dating apps, offering both inspiration and a sense of escapism.
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While browsing, users often seek furnishing ideas or dream about unattainable properties. The most popular preferences are coastal homes, favoured by 32% of respondents, and modern designer residences, preferred by 27%. Historic homes attract more mature audiences who appreciate their heritage. Despite an interest in celebrity properties, only 13% of Italians know the details of these homes, although younger generations show greater curiosity about celebrity residences and tours.
The activity, however, can trigger frustration: around 25% of participants report feeling disappointed at their inability to secure the homes they admire. For Millennials and Generation Z, struggling with modest incomes and precarious employment, online house hunting has become both a source of design inspiration and a reflection of broader social and economic pressures affecting homeownership in Italy.
Source: www.commentimemorabili.it
