While neither zoopla.co.uk nor The Digital Property Group can claim top spot in the UK, both have been keen to claim the “fastest growing” title during the past year. zoopla.co.uk said it was fastest growing in February 2009 and again in August.
The next month, The Digital Property Group responded with figures showing it was fastest growing, but by December zoopla.co.uk released more figures to dispute that claim.
Now, both zoopla.co.uk and TDPG have released figures to reaffirm their claims to the title.
zoopla.co.uk’s March comScore figures show the number of unique visitors to the top four UK property portals along with their percentage growth from the previous month:
1. rightmove.co.uk: 3,928,000 (up 6.1 percent)
2. findaproperty.com: 1,983,000 (up 1.3 percent)
3. zoopla.co.uk: 1,553,000 (up 16.1 percent)
4. primelocation.com: 1,289,000 (up 2.4 percent)
According to the comScore figures, the overall growth in visitors numbers to these four property portals was six percent.
“The latest figures again confirm zoopla.co.uk as the fastest-growing UK property portal and, having recently celebrated two years since our launch, we are obviously delighted with our market position and the scale of our audience relative to some of our rivals who have been around for almost 10 years,” said zoopla.co.uk founder and CEO Alex Chesterman.
Meanwhile, TDPG is relying on UKOM Nielsen for its claim to the “fastest growing” title. The company’s statement reads:
“TDPG is the fastest growing by attracting 463,000 absolute unique visitors, compared with 86,000 for rightmove.co.uk and 362,000 for zoopla.co.uk. Total traffic figures saw third place zoopla.co.uk at 1.1 million unique visitors behind TDPG despite the redirection of traffic from propertyfinder.com and thinkproperty.com. rightmove.co.uk is 434,000 ahead of TDPG, with the gap closing from 811,000 in February.”
TDPG says this boost in visitor numbers is the result of its recently renewed marketing partnership with McDonald’s. According to the company, the first day of the campaign’s TV activity caused a 5.9 percent rise in traffic to findaproperty.com during You’ve Been Framed, a 6.6 percent boost during Push the Button, and a further 5.1 percent increase during Titanic.
“The Nielsen March data underlines that the gap with rightmove.co.uk is narrowing month-on-month,” says TDPG brand director Sarah Boorman. “It also highlights that the market continues to be led by those portals which have invested in above-the-line TV activity, especially in terms of consumer traction.”
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{ 4 comments… read them below or add one }
Think TDPG may have got their figures wrong here? The UKOM Nielsen figures for March show Zoopla at 1.62M, number two site after Rightmove and ahead of FindaProperty with 1.5M.
I have certainly seen an increase in my leads from Zoopla. Don’t know what they are doing but please keep it up.
In response to Michaels observation I think they were probably adding the total value of both FAP and PL as this all belongs to DPG. And of course theyve now added Globrix to their collection.
My question is ,when they count traffic how much is agent upload traffic rather than genuine consumer?