Do extended warranties matter to British consumers when buying large domestic appliances?

When it comes to large domestic appliances, consumers often weigh up a variety of factors before making a purchase — from energy efficiency and brand reputation to pricing and delivery options. But where do extended warranties fit into this equation?

A consideration, not a driver

Overall, 23% of consumers cite the availability of extended warranties as a factor when purchasing electrical items. This share is most pronounced among 18- to 34-year-olds (29%), indicating a higher level of consideration among younger adults.

In contrast, only around one in five consumers aged 35 and up factor warranties into their purchase decisions (22% for 35–54s and 21% for 55+). This suggests that while extended warranties may play a role in nudging younger consumers, they’re less of a motivator for older demographics.

Nearly half have never opted in

Despite some level of stated interest, nearly half of all consumers (46%) have never purchased an extended warranty for a domestic appliance. The figure is remarkably consistent across age groups — 45% for both the youngest (18–34) and oldest (55+) cohorts, and slightly higher at 47% for the 35–54 bracket.

This consistency points to a broader trend: extended warranties remain a minority behavior. The reasons could range from confidence in product reliability, cost concerns, or a lack of understanding about the warranty benefits.

When do people buy them?

Among those who do purchase warranties, timing varies. Around 12% of respondents buy warranties at the same time they purchase their appliances. This behavior is more common among younger adults (14% of both 18–34s and 35–54s), compared to just 9% of 55+ consumers.

A smaller group (4% overall) prefers to add a warranty post-purchase, with little variation by age. Meanwhile, 13% of consumers report a hybrid approach — sometimes purchasing at the time of buying the appliance, sometimes afterward. Interestingly, this habit increases with age, rising to 15% among 55+ consumers.

What’s also notable is that older consumers (26% of 55+) are more likely to actively avoid purchasing extended warranties altogether — a significant jump from 12% among 18–34s. The older cohort appears to have a more defined stance on the issue.

Income doesn't flip the script — much

Looking through the lens of income groups, the trends remain broadly aligned. Consumers across all income brackets are nearly equally likely to have never purchased an extended warranty (48% for lower income, 47% middle, 44% higher). This underlines that income level does not significantly influence this behavior.

However, those in higher income brackets show a slightly greater tendency to sometimes purchase warranties (15%) and also a marginally greater inclination not to purchase them at all (20%).

Methodology: The data comes from YouGov Profiles, which continuously collects data from thousands of Britons to build a detailed portrait of consumer behavior and attitudes. All figures have been rounded to the nearest whole percentage for clarity.

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