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Zoopla claims brand dominance over Rightmove is growing

New research conducted for ZPG claims that Zoopla’s ‘national spontaneous brand awareness’ is at an all-time high - with the gap over Rightmove at its biggest level ever. 

The research, conducted by Harris Interactive questioning 1,043 adults across the UK last month, shows that when consumers were are asked which property websites they could name unprompted, Zoopla scored a record 49 per cent compared to 40 per cent for Rightmove and three per cent for OnTheMarket.

In terms of prompted awareness, where consumers are given named brands and asked if they have heard of them, Zoopla scored with 88 per cent of consumers having heard of the brand versus 83 per cent for Rightmove.

In London the other ZPG portal, PrimeLocation - following the re-launch of its marketing campaign - saw brand awareness reach 50 per cent, up from 38 per cent only six months ago.

“Since October we have again outperformed increasing spontaneous awareness for Zoopla nationally and widening the gap on our competitors. We have consistently delivered value for our partners and have invested strategically in our advertising activity to ensure the widest possible exposure for their brands and listings” says ZPG chief marketing officer Gareth Helm.

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