This is the second in our series on Top 10 Portals. In the first we looked at the Australian market in which realestate.com.au clearly dominates.
In the UK market, Rightmove dominates. In fact this has really not changed for the last 5 – 10 years. Back in 2005, the property portal market had four main players – Rightmove, Primelocation, Findaproperty and Propertyfinder. In 2009 Zoopla acquired propertyfinder for a bargain to rocket itself into the top three.
According to Google Ad Planner, in January 2012 Rightmove had 6.7 million unique users visit the site. Second place was a tie between findaproperty.co.uk and zoopla.co.uk with Primelocation rounding out the top four. No wonder Rightmove has just announced record results for 2011.
| UV (users) (m) | |
| rightmove.co.uk | 6.70 |
| findaproperty.co.uk | 2.90 |
| zoopla.co.uk | 2.90 |
| primelocation.com | 1.50 |
| nestoria.co.uk | 0.56 |
| globrix.com | 0.52 |
| mouseprice.com | 0.43 |
| homes.trovit.co.uk | 0.32 |
| home.co.uk | 0.32 |
| houseladder.co.uk | 0.16 |
Source: Google Ad Planner January 2012
Not only did Rightmove dominate on the number of unique users, it also accounted for 55% of all visits to the top 10 sites. Findaproperty.co.uk featured slightly better than Zoopla, picking up 15% of the visits.
| Visits (m) | % Visits | |
| rightmove.co.uk | 33.00 | 55.1% |
| 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
When looking at the frequency of visit to site, Rightmove also dominates with users visiting the site on average 4.9 times per month – substantially higher than second place Findaproperty which was visited on average 3.1 times per month by its users.
| Frequency | |
| rightmove.co.uk | 4.9 |
| findaproperty.co.uk | 3.1 |
| zoopla.co.uk | 2.8 |
| primelocation.com | 2.9 |
| nestoria.co.uk | 2.3 |
| globrix.com | 2.3 |
| mouseprice.com | 2.1 |
| homes.trovit.co.uk | 2.4 |
| home.co.uk | 2.3 |
| houseladder.co.uk | 1.9 |
Source: Google Ad Planner January 2012
Finally, when looking at page impressions, the lead Rightmove has over its competitors becomes even more daunting. Its 800 million page views in January was 75% of all page views to the top 10 property portals.
| PI (m) | % PI’s | |
| rightmove.co.uk | 800.0 | 74.6% |
| 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
