Friends and family beat location and affordability

Being close to friends and family is the most important factor influencing where people live in the UK, according to new research from Santander Mortgages... unless you live in London. The findings show that proximity to your loved ones is the most common governing factor for people in every part of the UK apart from the capital, for whom work-related reasons such as proximity to the office is more important.

Across the UK some 39 per cent of adults cited being close to friends and family as a main influencing factor, followed by 28 per cent who named work-related reasons. Affordability of the area is important to one in five (20 per cent) people, and surrounding areas of natural beauty is crucial to 16 per cent.

Good transport links are of moderate importance to most people, with 13 per cent of respondents saying they are a key factor in determining where they live. They represent a much more important factor to Londoners however, for whom it is the third most popular reason to live where they do, mentioned by 31 per cent of respondents. For those in London this was only beaten by work-related reasons (34 per cent) and family and friends (33 per cent).

Being close to where you grew up is important for one in ten (11 per cent) people across the UK, and the quality of local schools is a key factor for 9 per cent of respondents.

For those in the North East affordability is a more important factor than work (22 per cent compared to 19 per cent) and the Welsh are more influenced by a feeling of loyalty to where they grew up than anyone else, with 8 per cent stating this reason compared to just 4 per cent across the UK as a whole.

Andy Smith at Santander, said: "It's interesting to see the differences across the country in what influences people to live where they do. Those who live in London won't be surprised to hear that transport links are so important to Londoners, but it is revealing that the capital is the only place in the UK where friends and family aren't the top factor governing where they live."

Phil Cliff, Director of Mortgages at Santander added: "Choosing the right home in the right area is a hugely important decision for buyers when they have so many factors to consider. Our research tells us that affordability is a hugely important decision for buyers and with so many factors to consider it is reassuring that Santander, the Home of UK mortgages, offers a range of competitive mortgage deals to help keep costs as low as possible."