In a day of continued attack, Zoopla has released another statement openly questioning the claims made by OnTheMarket.
Here is the press release ...
The latest data from independent web audience monitoring firm comScore reveals that total ‘unique visitors’ to OnTheMarket (OTM) during February were only 439k, well below the figures claimed in recent communications.
The number of visits (non-unique) to OTM in February averaged 38k per day according to comScore, which puts their data in line with that already reported by Hitwise and confirms that OTM is so far struggling to gain any real traction and market share with consumers.
OTM appears to be deliberately engaging in a campaign of misinformation to its members and the market both about their own traffic figures and the volume of listings on competitive websites. The traffic numbers speak for themselves and Zoopla’s listing numbers have been available publicly on its website homepage for the past 5 years and show over 820k properties listed today.
Lawrence Hall of ZPG said, “OTM continues to make unsubstantiated and misleading claims about its traffic but its members are easily able to track their enquiries and performance and we urge them to do so. Despite recent attempts to rubbish independent data sources like Hitwise and comScore, these are widely recognised by advertisers worldwide as the most reliable indicators of audience. We believe that OTM will need to come clean to its members about its ability to realistically challenge and replace the exposure of the leading portals that it has asked them to give up.
“We are not surprised by the traffic figures from comScore or Hitwise given that the OTM marketing campaign to date appears to be heavily tilted towards the niche, top-end of the market with ads in national broadsheets and magazines like Countrylife. It is quite hard to see how, as a mutual, these types of activities and spend benefit of the majority of its members.”
Source: Press Release