Zoopla first, Rightmove second – that is how the public sees it, says new research

Written by: ROSALIND RENSHAW | OCTOBER 29, 2015

New research claims that Zoopla has maintained its lead amongst all property portals in the UK for national consumer brand awareness – ahead of awareness of Rightmove.

The research was conducted by Harris Interactive on behalf of ZPG.

It took place between October 13 and 16, and questioned over 2,000 people across the UK.

When asked what property search websites they can think of, Zoopla came top.

According to the research, Zoopla’s spontaneous brand awareness amongst all adults nationally currently stands at 38% versus 35% for Rightmove and 2% for OnTheMarket.

In terms of prompted brand awareness, where consumers are given brand names and asked to identify those they have heard of, Zoopla and Rightmove both had very high national brand recognition of 78% of all adults across the UK versus only 17% for OnTheMarket.

The data also revealed that when asked ‘Which of these property websites have you ever used?’, 45% claimed to have used Rightmove, 36% Zoopla and just 5% OnTheMarket.

Lawrence Hall of ZPG said: “We’re pleased that we continue to register top of mind with UK consumers which is a reflection of our strong market position and loyal audience.

“The levels of national awareness of the leading portals as household brands known by over three quarters of all UK adults is the result of many years and hundreds of millions of pounds of marketing investment.

“ We are currently working on a new national TV advertising campaign to launch before the end of the year which will further enhance our brand awareness and market position.”

The new figures compare with the last time the research was carried out in July, with spontaneous brand awareness standing at 38% for Zoopla (unchanged) versus 34% for Rightmove (which means awareness of Rightmove has crept up a little), and 2% awareness of OnTheMarket (unchanged).