Last week we published a list of the top 10 property portals in the UK by a number of measures – most notably unique users as reported by Google Ad Planner.
The results clearly showed Rightmove as head and shoulders about the competition.
The team at the Digital Property Group pointed out that when they sign up an advertiser, they don’t get just one site but actually three – findaproperty.co.uk, primelocation.com and globrix.com.
So, to be fair, we have recut the list of the top 10 sites and added an 11th – the Digital Property Group network.
So what do we learn?
Well Rightmove is still clearly in the lead. It has 74.6% of the page impressions versus DPG’s 13.5%.
| PI (m) | % PI’s | |
| rightmove.co.uk | 800.0 | 74.6% |
| TDPG Sites | 144.6 | 13.5% |
| findaproperty.co.uk | 88.0 | 8.2% |
| zoopla.co.uk | 98.0 | 9.1% |
| primelocation.com | 51.0 | 4.8% |
| nestoria.co.uk | 15.0 | 1.4% |
| globrix.com | 5.6 | 0.5% |
| mouseprice.com | 4.7 | 0.4% |
| homes.trovit.co.uk | 3.8 | 0.4% |
| home.co.uk | 5.2 | 0.5% |
| houseladder.co.uk | 1.4 | 0.1% |
Source: Google Ad Planner January 2012
Rightmove also has 55.1% of the visits versus DPG’s 24.4% – so this does make it look at least more competitive with Rightmove.
| Visits (m) | % Visits | |
| rightmove.co.uk | 33.00 | 55.1% |
| TDPG Sites | 14.60 | 24.4% |
| findaproperty.co.uk | 9.00 | 15.0% |
| zoopla.co.uk | 8.20 | 13.7% |
| primelocation.com | 4.40 | 7.4% |
| nestoria.co.uk | 1.30 | 2.2% |
| globrix.com | 1.20 | 2.0% |
| mouseprice.com | 0.91 | 1.5% |
| homes.trovit.co.uk | 0.77 | 1.3% |
| home.co.uk | 0.75 | 1.3% |
| houseladder.co.uk | 0.31 | 0.5% |
Source: Google Ad Planner January 2012
However the group’s average page views per visit are far behind Rightmove being 9.9 versus 24.2.
We were unable to look at unique users as we don’t know the level of duplication across the three sites. Even if you assume there is no duplication, there is still a gap between the total number of unique users going to Rightmove versus the DPG sites (combined).
However, what is interesting is that there is a gap between the DPG group of sites and third placed Zoopla. DPG has around 50% more page views than Zoopla and 65% more visits.
Overall an interesting discussion but it still doesn’t change the fact that Rightmove dominates the UK market.
