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Graham Awards


Zoopla claims all-time-high brand awareness - well above Rightmove

Zoopla Property Group claims that brand awareness for Zoopla is now at an all-time high and is establishing a growing gap over the comparable awareness of Rightmove.

Research conducted for ZPG by Harris Interactive questioned over 1,100 adults across the UK during the week commencing September 26 - it tested them via prompts to recognise certain brands.

Having overtaken Rightmove in May this year in a similar piece of research, the latest test puts Zoopla at 90 per cent recognition. Rightmove has 81 per cent.

“Our ongoing investment in brand resulting in consumers increasingly recognising that we are the most useful resource when finding, moving or managing their home creates clear value and exposure for our partners which ultimately helps us to help them win more business” says Gareth Helm, ZPG’s group chief marketing officer. 

Brand recognition for OnTheMarket in the same exercise in September was 22 per cent - one per cent up from its May showing. 

In terms of spontaneous brand awareness, where consumers are asked which property websites they can name, Zoopla again widened the gap at 47 per cent versus 39 per cent for Rightmove and three per cent (down from four per cent in May) for OnTheMarket.

  • icon

    Researcher "Have you ever heard of Zoopla?"
    Next question, "Which other property portal have you heard of?"


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