Lounge-lover Nation

23 June 2015

Britain is a nation of lounge-lovers, with over half (56%)(2) of homeowners saying  the living room is their favourite room at home, well in excess of any other room, according to new findings from Sainsbury’s Home Insurance. Somewhat surprisingly kitchens only score 6%, putting to bed the myth that the kitchen is the heart of the home.

A similar pattern emerged when asking people where they spend most of their waking hours at home, with 54% saying it was their living room, far ahead of the next most used room, the kitchen (10%) or study/home office (8%).

‘Peace and quiet’ is what people seek in their favourite room, with 41% of respondents making that claim, while conversely 24% enjoy the ‘noise and bustle’ of their preferred room.

But having a favourite room doesn’t affect how much money people spend on it, according to the survey. Indeed, only 19% of people invest more money in their favourite room than the rest of the house.

With people spending money throughout their homes, rather than on a specific room, Sainsbury’s Home Insurance urges people to keep tabs on their purchases and receipts so that they can alter their level of sum insured contents cover should they need to. Proof of purchase can also help in the event of needing to make a claim.

Tom Thomson of Sainsbury’s Home Insurance said: “We truly are a nation of lounge-lovers, with our living rooms voted an outright winner as our favourite room, and the place where we spend most of our waking hours.

“When adding to your favourite rooms or any part of the home, ensure you have sufficient contents cover so that you’re not left underinsured in the event of needing to claim.”

The unpredictable British weather may be to blame for only 3% of people calling the garden their favourite space, although 7% say that their garden room or conservatory is their favourite, suggesting that Britons like to enjoy their gardens from a warmer vantage point.

Sainsbury’s Home Insurance notes a generational variation however, with the outdoor lifestyle seemingly more appealing to the younger generation. 18-34 year-olds are more than three times as likely to spend the most time in their gardens (6%), compared to 2% of the population. This age group is also more than twice as likely to list their bedroom as their favourite room (10%) compared to the overall population at 5%.

This press release is information for journalists only and is not intended to be a promotion to be acted upon by consumers.


Notes to Editors  

Sainsbury’s Bank Press Office. Email:  

Jennifer Johnston-Watt 0131 286 0779 / or Citigate Dewe Rogerson 020 7368 9571

Research findings


All homeowners Favourite room Most used room
Lounge 56% 54%
Family room 7% 7%
Garden room/conservatory 7% 5%
Kitchen 6% 10%
Bedroom 5% 5%
Garden 3% 2%
Study/home office 3% 8%
Dining room 2% 2%
Play room 1% 1%
Shed 1% 1%
Bathroom 1% 1%
Other 0% 0%
Don’t know – N/A –  no favourite (or most used) 8% 4%


Sainsbury’s home insurance is underwritten by U K Insurance Limited, Registered office: The Wharf, Neville Street, Leeds LS1 4AZ. Registered in England and Wales No 1179980. U K Insurance Limited is authorised by the Prudential Regulation Authority and regulated by the Financial Conduct Authority and the Prudential Regulation Authority.

(1) Up to 35% off for Sainsbury’s shoppers with a Nectar card. At least 15% of Nectar card holders who are Sainsbury’s shoppers, and who subsequently purchased directly online have achieved the maximum web and Nectar discounts between 8th Dec 2014 and 7th March 2015. Sainsbury’s customers will receive a discounted rate based on information related to transactions made in Sainsbury’s Supermarkets using their Nectar card. Introductory discount, minimum premiums apply.

(2) Research commissioned by Sainsbury’s Bank and carried out by Opinium Research, interviewing 2,002 UK adults online between 28-30th April 2015.

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Sainsbury’s was the first major British supermarket to open a bank, commencing trading in February 1997. Benefiting from a fantastic, trusted brand that enables us to combine the shopping experience with personal finance, Sainsbury’s Bank provides a range of quality products including insurances, credit cards, savings and loans. Our proposition is to make shopping more rewarding by offering customers great products at fair prices, while consistently rewarding shoppers for their loyalty and being easy to do business with at all times. Our products consistently top best buy tables and regularly win awards for quality, price and service.

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