New research reveals that prompted awareness of the Zoopla brand has reached record levels and that Zoopla also has the highest spontaneous awareness among the main UK property portal brands.
Results of the research, conducted by Harris Interactive on behalf of Zoopla, were released yesterday.
Between February 8 and 12, over 1,000 adults across the UK were questioned.
When asked what property search websites they can think of, Zoopla came top with spontaneous brand awareness at 39% versus 31% for Rightmove and 2% for OnTheMarket.
In terms of prompted brand awareness, where consumers are given brand names and asked to identify those they have heard of, Zoopla is now in a dead heat with Rightmove, both with a very high national brand recognition of 79% of all adults across the UK, versus 18% for OnTheMarket.
The data also revealed that when asked ‘Which of these property websites have you ever used?’ 41% claimed to have used Rightmove, 33% Zoopla and 4% OnTheMarket.
Lawrence Hall of ZPG said: “We’re delighted to see that top of mind awareness for Zoopla has increased again and we’re widening the gap over other websites in the space.
“We are driving more visits to Zoopla and continue to increase brand exposure for our members and ultimately generate more leads for agents listing on Zoopla as result of our strong market position and loyal audience.”
Comments (10)
What on earth is EYE doing?! Running three stories in one day all mentioning Z? I thought it was the other pub’s job to do that. This is yet another example of disgracefully balanced reporting.
p.s. This is an OTM place for OTM people. You’ll find nothing here…
(With acknowledgement to the genius League of Gentlemen)
I think it says it all on the credibility of Z. A constant barrage of propaganda to prop themselves up but who is fooling who. It certainly isn’t with the trade.
I see EYE have given them a fair amount of Jackanory today and while on that subject we have had the local rep offering us free advertising to drop OTM and at one point I thought they were going to actually pay us to move house! The biggest mistake was they started to tell me of other OTM agents who are jumping ship from other towns. The mistake, I personally know on first name terms these agents and when I spoke to them they said they had been told the same story about me.
Now Danny, whilst posting on a story a couple up from this one, used the word desperation when describing OTM.
Care to comment on this one then matey?!!
Don’t hold your breath although I sure he and his ilk (HarryN, Harree, etc, etc) will think it is completely accurate and unbiased.
Seems pretty legit to me 😛
In a pavement survey we carried out in December involving almost 1800 members of the public, 65% said Rightmove 32% said Zoopla the rest was a mixture.
SO… a “poll” conducted FOR Zoopla finds in favour OF Zoopla.
You simply couldn’t make it up.
Actually that’s not strictly correct.
You wouldn’t have the neck to then announce it.
Exactly what I was going to say. This wasn’t worth reporting. Very poor story from PIE.
I agree in part, but disagree with your last statement – the essence of EYE is to report ‘industry news’. Whilst this is in some respects a non-story – simply yet another Zoopla attempt to a)blow smoke up its’ own ahem!; and b)fluff up its ever-more mangy looking feathers and pretend that OTM isn’t causing it massive pain where it hurts most – we should have them laid in front of us for easy finding… and EYE does this exceedingly well.
Don’t shoot the messenger!
I think most of rightmoves ‘traffic’ is other agents looking for stats and comparables. If zoopla couild gain more agents their traffic would match…this is why OTM is a pain and getting in the way