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Written by rosalind renshaw

The audiences of Rightmove and Zoopla are very different, with little crossover between the major property portals.

According to independent website auditor Nielsen, over 80% of traffic is unduplicated, with only 19.93% of home hunters visiting both Rightmove and the Zoopla sites in December.

Four out of five users (80.07%) who visited a major property portal visited one, but not both.

The data also reveals that 64% of Rightmove’s users during December used only Rightmove and did not visit Zoopla sites, and that 56% of Zoopla users used only the Zoopla websites and did not visit Rightmove.    

This new insight into the audiences of the leading portals comes after both Rightmove and Zoopla reported record levels of activity during the first half of January, with Rightmove being propelled into sixth place of busiest UK websites by another analyst, Experian Hitwise.

Alex Chesterman, CEO of Zoopla, said of the latest finding: “This data confirms what we have always stated and should serve to dispel a common misconception that the audiences between the major property sites are heavily duplicated.

“There is little duplication in terms of traffic and even less in terms of inquiries.”

According to Nielsen, Rightmove has an audience of 3,221,195 of whom 2,048,579 (63.6%) are unique and the Zoopla sites have an audience of 2,663,146 of whom 1,490,530 (55.97%) are unique.

Their common audience is 1,172,616 and their unduplicated audience is 4,711,724.

Both Rightmove and Zoopla have publicised findings from website analysts this week as estate agents led by Nick Salmon look to create their own ‘by agents, for agents’ portal.

Comments

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    How dare Zoopla consider themselves qualified to so called 'value' people's private property? They so obviously use the price it was purchased for. Quite apart from anything else the property may have been purchased at a greatly reduced price for whatever reason.
    Worst of all, because they know nothing else about the property or as to how much money has been spent on improvements or extensions, their valuations can be hideously stupid. Bad enough to interfere in such a way, but it could also seriously damage owners chance of a sale at a PROPER valuation by encouraging any purchaser to believe the property is overpriced.
    I spent £35,000 on a property for sale at present.
    My daughter has spent £70,000 on hers and yet Zoopla's valuation reflects her original PURCHASE price,

    • 15 May 2013 19:52 PM
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    Aside from giving the shareholders a warm feeling in the front of their egos who gives a hoot about these stats? You can write software to up the hits and page impressions on websites. As an agent I only care about:
    A) how many new instructions do they bring me
    B) how quickly does it bring me qualified candidates who buy/rent
    As an buyer/prospective tenant I am only interested in Accessibility and Usability
    When zoopla try to justify hefty price increases based on the number of spammy emails I get it tells me they are not walking in the customers shoes

    • 27 January 2013 13:43 PM
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    Shortly after RightMove are announced to become more popular than the BBC website, there seems to be a need to justify Zoopa. Perhaps I read too much into these things.

    Not alone there though.

    • 25 January 2013 13:14 PM
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    I purchase property for buy to let and always use Rightmove for its convenience.
    Zoopla should be brought to task for the amazingly innacurate valuations they give on properties.
    It astounds me how anyone can take them seriously,but many do.

    • 25 January 2013 11:03 AM
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    This call is from rightmove speak now

    Another shiot lead from Zoopla

    Need I say More

    • 25 January 2013 10:38 AM
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    In the words of Victor Meldrew "I don't believe it". I never meet a buyer who does not use Rightmove. Zoopla is never mentioned. There are no serious buyers not using RM so anyone on Zoopla is a duplicate.

    • 25 January 2013 09:26 AM
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    I had a meeting with Rightmove last month and they have more users than this report according to the ABC certificate?

    • 25 January 2013 09:19 AM
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    @infact

    Rightmove publish their ABC figures, they were sent to me recently whilst i was trying to negotiate prices. They are actually quite impressive.

    As far as i am aware Zoopla are not audited so any figures they produce, to me, are worthless.

    Search for them here; http://www.abc.org.uk/

    • 25 January 2013 09:14 AM
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    There is a sub layer of information that Nielsen don't bother with, The actual people level, anyone who wants to publish a big numer publishes this bit of data but the people level data show there are about 1.2million people looking at property portals. All the portals share the same 1,200,000.

    This is Alex shouting look at me, look at me we are different to Rightmove and their big numbers don't count.

    • 25 January 2013 08:32 AM
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    will either publish their ABC audited figures- which record the site's actual figures? and if not, why not?

    • 25 January 2013 08:26 AM
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