Hot on the heals of ImmoScout24 paying SG$60m to be the largest shareholder in the Singapore based PropertyGuru business, we thought it would be prudent to look at each of the markets in which PropertyGuru operates. The first market we looked at was the Malaysian market in which the ProperyGuru business now operates the distant number two player, www.propertyguru.com.my. The next market we are looking at is the Indonesian market.
What the numbers show is that there is a relatively close race between the iProperty Group owned rumah123.com, the Property Guru owned rumah.com and the property section of the general classifieds site, tokobagus.com with rumah123.com narrowly leading the market. Interestingly the iProperty Group also owns the number 5 player, rumahdanproperti.com.
While we look at the rankings of the top 10 players through a number of metrics below, total time on site is probably the single best way to determine leadership at it combinations traffic and engagement. Total time on site takes into account visits (a combination of unique visitors and frequency) as well as what they do on the site once they are there – in this case average session duration.
On this measure we see that iProperty Group’s rumah123.com leads the market with around 30% of the total mins spent looking at property across the top 10 sites. Rumah.com is in second place with around 25% of the total mins and the property section of tokobagus.com has around 22%. The other iProperty Group site, rumahdanproperti.com, is in 5th place with 4% of the total minutes giving the iProperty Group over 1/3rd of all minutes spent looking at the top 10 property portals and clear leadership in the market.
|TToS (min mill)||% Total|
All numbers in this document are prepared using Google Ad Planner’s May 2012 numbers.
Rumah.com leads rumah123.com by around 10% when looking at traffic. Clearly the market is tight with no more than 70k unique visitors separating the top 3 sites.
The one thing that is obvious from these numbers is that the market is in a very early stage. The traffic to the top 10 sites combined is just over 1.1m and that is from a country with over 240 million in habitants.
|UV (users) (m)|
When looking at visits to the top 10 sites, rumah.com and rumah123.com are neck and neck, both capturing around 23% of the visits to the top 10 sites.
|Visits (m)||% Visits|
When looking at frequency of visits to the sites there are some interesting changes. Rumah123 leads property.tokobagus.com and rumahdijual.com with rumah.com in 4th place. The relatively low frequency of visit to the top players reflects the competitive nature of the market.
The second measure of success is the level of engagement a site has with its users. This is best viewed through page impression, average page impressions per visit and average session duration.
It is on the page impression measure that we start to see rumah123.com pull away from rumah.com with 33% of the page impressions versus 25%. If the page impressions of the visits to the other iProperty Group site, rumahdanproperti.com are added to rumah123.com, then the iProperty Group’s Indonesian business is capturing nearly 40% of the page impressions to the top 10 sites.
|PI (m)||% PI’s|
On a page impressions per visit perspective, rumah123.com is significantly a head of the PropertyGuru owned rumah.com.
Finally, when looking at the average time on site we can see that rumah123.com leads property.tokobagus.com with rumah.com in third place.
Disclosure: Parties associated with Property Portal Watch own shares in the iProperty Group.