In a world increasingly dominated by virtual interactions, Katie Smith’s obsession with property websites illustrates a rising phenomenon: the addiction to online house hunting. At just 30 years old, this Stone, Staffordshire resident finds herself opening the Rightmove app countless times throughout the day, despite having no immediate plans to relocate.

“Rightmove is my porn,” Katie chuckles, likening her digital property exploration to a modern form of voyeurism. With just a few swipes on her phone, she can peek into an array of homes, satisfying her curiosity from the comfort of her couch.

Recently, after a delightful day trip to Knutsford, Cheshire, Katie spent the evening scrolling through properties on the market there, completely unfazed by the price tags. During a weekend getaway in London, she became enthralled with the astronomical prices of houses in Richmond, not far from her accommodations.

Property platforms like Rightmove, Zoopla, and On the Market have amassed vast troves of user data about both buyers and sellers. According to Zoopla, an astonishing 1,860 properties are viewed every minute, while Rightmove’s numbers soar to nearly 10,000. This staggering engagement demonstrates the platforms' immense potential—so much so that Rightmove recently turned down a fourth takeover bid from Rupert Murdoch’s REA Group, asserting the £6.2 billion offer undervalued its worth and future prospects.

But what drives people like Katie to spend so much time browsing homes they aren’t planning to buy? Katie, who has a background in interior design, explains her motivation: “I love checking how quickly properties sell, and I’ve developed a list of my favorite homes.” Characteristic houses, especially those boasting features like stunning Georgian architecture, ignite her passion.

While she and her partner plan to move out of their rental within six months, there’s no pressing reason for her to be perusing homes right now. “He thinks I’m searching because we’re planning to move, but the truth is—I just love it!” she insists.

Behavioral science confirms such engagements are more than mere idle browsing. According to Louisa Dunbar, founder of the research agency OrangeGrove, property website surfing provides “a form of escapism that taps into the brain’s reward systems.” Visualizing oneself in beautifully designed homes stimulates the dopamine system, creating a pleasure response—even if these viewers have no intention of purchasing.

Moreover, property portals employ various strategies to retain users' attention. High-quality images entice viewers to envision their lives within the spaces, while notifications like “Highlight” or “Just added” evoke a fear of missing out, compelling more clicks.

This psychological interplay keeps us enthralled as we virtually wade through other people's living rooms, all while dreaming of a luxurious, colorful future. In this rapidly evolving digital age, perhaps it’s time to recognize that scrolling through property listings is the latest form of recreational distraction—a guilty pleasure that many can’t resist.