The research, conducted between 13th and 16th October 2015 and questioning over 2,000 consumers across the UK, shows when asked what property search websites they can think of Zoopla came top. 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.”