Within the Spanish market, two heavy-weights are one-upping each other when it comes to platform popularity. Idealista has released numbers of app traffic while Fotocasa has unleashed a huge marketing campaign.
Spanish real estate giant idealista says its app is leading the market when it comes to usage. Working with App Annie, the largest mobile data and analytics provider in the world, idealista leads the southern European market when it comes to active users, time of use, and monthly userbase. This spans both iOS and Android devices.
When it comes to iOS devices, App Annie reported that idealista’s iOS app hit over half a million in February. A total of 504,848 people used the idealista app at least once in said month.
App Annie also reported that the total number of minutes users spent on the idealista iOS app in February totaled 235.31 million minutes.
When it comes to monthly connected users, App Annie reported that in February, active users on idealista’s iOS app used it more than 20 times a month on average (22.9 times).
App Annie reported that in February, over 963,000 Android users connected to the idealista app at least once.
When it comes to the length at which Android users spend on the idealista app, in February, that number hit 53.5 million.
When it comes to how often a connected user visits the Android idealista app, the number hit 30, above its iOS counterpart.
App Annie reported that between the two operating systems, the idealista app was used by over 1.4 million people, totaling over 4.8 million hours of usage in February.
The graphs were analyzed and displayed comparing idealista directly with Fotocasa. So what is Fotocasa doing to boost its own draw from consumers in southern Europe?
Fotocasa has recently launched a new ad campaign to answer the typical questions families have when it comes to searching for a new home. The campaign narrates from a subjective point of view different anecdotes related to house hunting, with an homage to the new ways people are searching for listings due to the COVID crisis.
There will be a total of six made-for-tv adverts that recreate everyday situations for different types of living situations, including large families, families that are growing, and friends who are roommates.
The ads focus on more than just connecting with consumers on an emotional level. They succinctly showcase the different times of tools and services Fotocasa offers to make any kind of household find the property that best suits their needs while reinforcing the message that their app is the most downloaded real estate app in the region.
Data around how much an app is downloaded and data around how much that app is used vary. Idealista boasts its app is used more than Fotocasa’s both on iOS and Android, though that data comes from one source. Fotocasa has taken the emotional route by connecting with its audience through common anecdotal situations. If there’s one thing for sure, the southern European real estate market does not have a monopoly.