Earlier this year we took our first look at the Malaysian property portal market. Its now time to take another more thorough look at the top 10 players in the market.
What the numbers show is that iProperty.com.my is the clear leader in the Malaysian market. Its leadership position is similar to that of realestate.com.au in Australia and rightmove.co.uk in the UK where there is a large gap to the second place player.
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.com.my accounts for 75% of the total mins spent looking at property across the top 10 sites. Homeguru.com.my is in second place just slightly ahead of propwall.com.my with both having around 8% of the total mins each. The other iProperty Group site, thinkproperty.com.my, is in 4th place with 3% of the total minutes.
|TotalTime on Site (min mill)||% Total|
All numbers in this document are prepared using Google Ad Planner’s April 2012 numbers.
iProperty.com.my clearly leads when looking at unique users visiting the sites. iProperty.com.my is nearly three times the site of the second placed homeguru.com.my and over five times the size of third placed prop wall.my. In fact iProperty.com.my is has more unique users than the next six sites combined.
|UniqueVisitors (users) (m)|
When looking at visits to the top 10 sites, iProperty.com.my clearly the leader attracting 62% of the visits to the top 10 Malaysian property portals. With over 5x the visits of second place homeguru.com.my, it is clear to see why iProperty.com.my ranked 3rd in on the world’s most dominant portals list.
|Visits (m)||% Visits|
Interestingly, if we look at the comparison between February and April this year, traffic is coalescing around iproperty.com.my and to a lesser extent homeguru.com.my. Traffic to these two sites increased over the two month period with the market leader growing faster than the number 2 player.
When looking at frequency of visits to the sites there are some interesting change. iProperty.com.my continues to lead with a healthy 4.3 visits per user per month. However, homeguru.com.my drops to 5th place with half the frequency suggesting that visitors to the site are not as engaged as with other sites. Also it is interesting to note that propwall.my, a combination of listings and editorial content, jumps to second place. Third place goes to iProperty.com.my’s sister site, thinkproperty.com.my.
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.
Once again we see that iProperty.com.my accounts for 70% of all page impressions consumed by visitors to the top 10 sites. In fact this is more than the next 9 combined. iProperty.com.my had 6.5x the number of page impressions when compared to the second placed site – propwall.com.my.
|Page Impressions (m)||% PI’s|
When looking at trends, we can see that both iproperty.com.my and homeguru.com.my increased page impressions by a similar percentage over the period February through April this year while propwall.com.my suffered a 8% drop.
|Page Impressions (m)|
When looking at the page impressions per visit, propwall.com.my narrowly pipped iproperty.com.my with the other iProperty Group site, thinkproperty.com.my, taking third place. The two Property Guru Group sites, homeguru.com.my and fullhouse.com.my took 4th and 5th place. Clearly, in propwall.com.my’s case the high level of editorial content has lead to visitors of the site viewing a high number of pages.
|Page Impressions per Visit|
Finally, when looking at the average time on site we can see that due to the high volume of listings content on the iproperty.com.my site, visitors are spending 50% longer on the site during each visit than the second placed site propwall.com.au and thinkproperty.com.my.
|AveTime on Site (min)|