In January we saw that the UK property portal market is dominated by Rightmove. We also saw that even acting as a group, The Digital Property Group is unable to surpass Rightmove.
To no ones surprise this has not changed in February.
All numbers are prepared using Google Ad Planner’s February 2012 numbers.
For the sake of consistency, we have included the Digital Property Group numbers in the results to. These include primelocation.com, findaproperty.co.uk and globrix.com.
Traffic
Rightmove continues to dominate the market. No surprise here. In fact the top 6 remain the same with only small movements in the number of unique visitors (users) to the sites. Interestingly barrathomes.co.uk, a developer site, has made it into the top 10. The only other move is home.co.uk and trovit swapped places.
We have not added the Digital Property Group sites as we are unable to de-duplicate traffic between the sites.
| UV (users) (m) | |
| rightmove.co.uk | 6.70 |
| findaproperty.co.uk | 2.90 |
| zoopla.co.uk | 2.60 |
| primelocation.com | 1.50 |
| nestoria.co.uk | 0.47 |
| globrix.com | 0.47 |
| barrathomes.co.uk | 0.47 |
| mouseprice.com | 0.43 |
| home.co.uk | 0.35 |
| homes.trovit.co.uk | 0.29 |
Source: Google Ad Planner, February 2012
When looking at total visits to the sites, rightmove.co.uk continues to dominate with over 50% of the visits. No change here from last month. Barrat Homes continues to stay in the top 10 when looking at the number of visits. Even as a group, the Digital Property Group sites receive less than half the number of visits that Rightmove does.
| Visits (m) | % Visits | |
| rightmove.co.uk | 31.00 | 54.1% |
| TDPG Sites | 13.80 | 24.1% |
| findaproperty.co.uk | 8.60 | 15.0% |
| zoopla.co.uk | 8.10 | 14.1% |
| primelocation.com | 4.10 | 7.2% |
| nestoria.co.uk | 1.10 | 1.9% |
| globrix.com | 1.10 | 1.9% |
| barrathomes.co.uk | 0.96 | 1.7% |
| mouseprice.com | 0.88 | 1.5% |
| home.co.uk | 0.74 | 1.3% |
| homes.trovit.co.uk | 0.74 | 1.3% |
Source: Google Ad Planner, February 2012
Finally, when looking at traffic, we look at the frequency of visit or how many times per month the average user visits the site. The top 10 has changed its structure quite significantly. While rightmove.co.uk dominates, zoopla and findaproperty have swapped placed. s1homes.co.uk enters the top 10 in 4th place while taylorwimpey.co.uk, your-move.co.uk and foxtons.co.uk bump others out of the top 10.
| Frequency | |
| rightmove.co.uk | 4.6 |
| zoopla.co.uk | 3.1 |
| findaproperty.co.uk | 3.0 |
| s1homes.co.uk | 2.8 |
| primelocation.com | 2.7 |
| homes.trovit.co.uk | 2.6 |
| taylorwimpey.co.uk | 2.5 |
| your-move.co.uk | 2.5 |
| foxtons.co.uk | 2.4 |
| nestoria.co.uk | 2.3 |
Source: Google Ad Planner, February 2012
Engagement
The second measure of success is the level of engagement a site has with its users. This is best viewed through page impression and average page impressions per visit.
Not surprisingly, rightmove continues to dominate the top 10 with significantly more page impressions than the next 9 combined – in fact the next 19 combined!
| PI (m) | |
| rightmove.co.uk | 730.0 |
| TDPG Sites | 129.6 |
| zoopla.co.uk | 88.0 |
| findaproperty.co.uk | 80.0 |
| primelocation.com | 45.0 |
| nestoria.co.uk | 12.0 |
| foxtons.co.uk | 8.2 |
| barrathomes.co.uk | 5.1 |
| your-move.co.uk | 5.0 |
| home.co.uk | 4.8 |
| globrix.com | 4.6 |
Source: Google Ad Planner, February 2012
When looking at page impressions per visit, rightmove.co.uk continues to dominate with 23.5 page impressions per visit. Surprisingly foxtons and s1homes are in 2nd and 3rd place with primelocation rounding out the top 4.
The Digital Property Group network has 9.4 pages per visit – well less than the market leader rightmove.
New entrant findanewhome.co.uk rounds out the top 10.
| PI/Visit | |
| rightmove.co.uk | 23.5 |
| foxtons.co.uk | 13.4 |
| s1homes.co.uk | 11.3 |
| primelocation.com | 11.0 |
| nestoria.co.uk | 10.9 |
| zoopla.co.uk | 10.9 |
| homesonview.co.uk | 10.3 |
| homes24.co.uk | 9.5 |
| TDPG Sites | 9.4 |
| findaproperty.co.uk | 9.3 |
| findanewhome.co.uk | 8.1 |
Source: Google Ad Planner, February 2012
Advertising Partner
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{ 8 comments… read them below or add one }
Have you come across Adzuna! This wicked little company seems to be a real mover and shaker in the classified ad search engine industry. http://property.adzuna.co.uk/map-your-friends.html I highly recommend you check it out. They’re the first site in the world to plot friends’ whereabout as part of the house hunting process. It is quite literally a new way to find property.
Why is Gumtree not on that list?
It’s flats and houses – Rentals category generates 1.2m UV’s…check Comscore
Sam
Thanks for the comment. Unfortunately we only use Google Ad Planner as it is at least consistent across all portals (or is that equally inconsistent). They don’t break out real estate.
Thanks for the question
Simon
Really useful list and especially the info about Google adplanner which I wasn’t aware of before. Makes it much easier to decide which portals to advertise on.
Good news to all the UK Estate Agents, the newly launched & growing UK Estate Agents Property Directory site: http://www.propertiesofuk.co.uk FREE registration with unlimited property listing! Designed for UK Estate Agents only.
Findaproperty and zoopla have merged. Someone needs to update this list more regularly
also prime location and zoopla are part of the same group of companies.
The data is all accurate but of course only according to Google cookie data. Because findaproperty no longer exists, cookies still fire when people visit Zoopla! This data is a good overview on the market but I would not rely on it for a very accurate picture of the market. I would suggest Comscore, Hitwise, UKOM Nielsen and ABCe data. I would also compare it against a companies own google analytcis, which I still feel should be made public, especially if that site floats on the stock market! Why are linlks being promoted in emails to me that are so old, this is a year old article???