Case Study: Legal & General achieves rapid insight on US millennials’ home ownership challenges with YouGov Surveys: Self-serve

Legal & General uncovers 43% US millennial homeownership rate with YouGov

Legal & General, a UK-based financial services group, wanted to understand the barriers to home ownership for US Millennials, including the impact of COVID-19, affordability, and student debt. To examine these attitudes and generational differences, they turned to the vendor YouGov and used its YouGov Surveys: Self-serve product.

YouGov implemented a rapid survey targeting 875 US Millennials who did not own property. The results provided evidence of the scale of home ownership issues, revealing that only 43% of Millennials are homeowners. The data was used as the foundation for a thought leadership series that was widely covered in the US press, ultimately helping to shape Legal & General's business strategy.

Legal & General