Portal brand awareness analysis shows Zoopla rivalling Rightmove

Research conducted for Zoopla Property Group claims its own Zoopla portal has a higher level of ‘spontaneous awareness’ than Rightmove amongst the public.

The exercise, conducted for ZPG by Harris Interactive between February 8 and 12 and involving over 1,000 adults, asked what property search websites people could think of.

The responses were 39 per cent for Zoopla, 31 per cent for Rightmove and two per cent for OnTheMarket.

In terms of prompted brand awareness, where consumers are given brand names and asked to identify those they have ever heard of, Zoopla was in a dead heat with Rightmove, both with a very high national brand recognition of 79 per cent of all adults across the UK, versus 18 per cent for OnTheMarket.

The data also revealed that when asked ‘Which of these property websites have you ever used?’ some 41 per cent claimed to have used Rightmove, 33 per cent Zoopla and four per cent OnTheMarket.

“We’re delighted to see that top of mind awareness for Zoopla has increased again and we’re widening the gap over other websites” explains Lawrence Hall, ZPG spokesman. 

“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” he says.