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Zoopla bucks the trend
According to the latest figures from Nielsen (Source, MediaTel/UKOM), overall visits to UK property websites fell by 5.3 per cent in July compared to June, reflecting the typical seasonal summer drop. Amongst the leading property portal businesses, Zoopla.co.uk was the only one to buck the trend and show any growth in unique visitors in July with an increase in audience of 5.2 per cent, compared to a drop of 2.2 per cent for Rightmove and 1.1 per cent for TDPG.
Despite the overall decrease, traffic to the leading property portals held up well in July compared to other property websites, demonstrating their continued and growing importance both in audience numbers and leads. According to the July stats, Rightmove remained in the No.1 position with a reported unique audience of 3.16 million users, followed by Findaproperty with 1.38 million and Zoopla.co.uk with 1.32 million unique users in the month.
The gap between the leading portals and the rest of the market also continued to widen in July, highlighting that the market consolidation over the past year or so has led to only 3 key players of size in the market – Rightmove, Zoopla and TDPG.
Alex Chesterman (right), CEO of Zoopla Ltd, commented, “We are delighted to be continuously growing our market share and playing an ever-increasing role for our agent members in terms of both exposure and enquiries. This week we launched our first national TV ad campaign which includes a number of prime-time slots across ITV, Channel 4, Channel 5 and the Sky channels and targets property buyers, renters, sellers and landlords so that we can continue to be the most effective marketing partner for all UK estate agents.”
Zoopla’s new TV advertising Campaign launched last week, ahead of Rightmove’s and, indeed we hear that another portal will also soon be jockeying for position in front of a sofa near you.