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.