More consumers know about Zoopla than Rightmove says ZPG, as brand awareness gap widens

| Rosalind Renshaw

Consumers continue to have more brand awareness of Zoopla than of Rightmove, it has been claimed.

Zoopla said that new research, conducted on its behalf by Harris Interactive, reveals Zoopla’s total brand awareness at an all-time high and the gap over Rightmove has widened.

The research, questioning over 1,100 adults across the UK during the week commencing September 26, shows that on prompted brand awareness, where consumers are asked if they recognise certain brands, Zoopla has widened the gap further in terms of total awareness.

Having overtaken Rightmove in May, Zoopla now stands at 90% versus 81% for Rightmove, down from 83% in May.

OnTheMarket at 22% has grown just 1% since May.

In terms of spontaneous brand awareness, where consumers are asked which property websites they can name, Zoopla again widened the gap at 47% versus 39% for Rightmove, and 3% (down from 4% in May) for OnTheMarket.

Gareth Helm, group chief marketing officer for ZPG, said: “I am pleased to see that since May we have again increased awareness for Zoopla and widened the gap over our competitors.

“Our ongoing investment in brand, resulting in consumers increasingly recognising that we are the most useful resource when finding, moving or managing their home, creates clear value and exposure for our partners which ultimately helps us to help them win more business.”

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18 Comments

  1. Whaley
    October 31, 2016 at 08:51

    And in other news Reapit bigger than Apple …..

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  2. eltell
    October 31, 2016 at 09:06

    ‘Emporer’ and ‘ no clothes’ springs to mind!

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  3. Mark Walker
    October 31, 2016 at 09:10

    Zzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzzz.

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  4. smile please
    October 31, 2016 at 09:12

    I have been called 5 times over the last 2 weeks asking me to return to Z – Bordering on harassment!

    I was fair to the first individual that called me.

    I allowed them to go through their “Script”

    I felt like i was in a Zoopla training session for account handlers. The stats and arguments they were coming out with were laughable, I am sure they can back it up but when they say things like above (and they made several silly claims to me) they loose any credibility they had.

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    1. smile please
      October 31, 2016 at 13:03

      Five dislikes already? – Wow must be a slow day at Zoopla Towers!

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    2. Ric
      October 31, 2016 at 15:41

      I asked them to leave me alone for 4 years, so I expect I will get a call in a week or so.

      We are counting the days down now to handing in our notice to quit Encore (PSG) as a direct result and nothing more than their parent company. Roll on January!

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      1. Mark Walker
        October 31, 2016 at 16:18

        (Shhhhhhh, we’re leaving Vebra too)

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        1. Woodentop
          October 31, 2016 at 17:36

          Just make sure you and any others interested in doing this …. read your notice to cancel period!!!!!!!!!!!!!

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  5. PeeBee
    October 31, 2016 at 11:10

    “The research… shows that on prompted brand awareness… Zoopla now stands at 90% versus 81% for Rightmove…”

    Uberfunny that the clicks for the two sites doesn’t reflect that difference in “brand awareness”, innit?

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    1. PeeBee
      October 31, 2016 at 12:19

      Awwww… you no likee comment?

      Diddums.

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  6. mrharvey
    October 31, 2016 at 15:29

    Hilariously optimistic, tragically misguided.

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  7. Woodentop
    October 31, 2016 at 17:37

    I haven’t stopped laughing.

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  8. PeeBee
    October 31, 2016 at 18:03

    Having shown yourselves up as a bunch of petulant oikes by the petty act of rampant ‘Disliking’ of any comment that doesn’t begin with “I am an ecstatically happy Zoopla Agent and the result of this poll doesn’t surprise me in the least…” I guess there’s only one thing more to say on the subject:

    WELL DONE, ZOOPLA!

    You’ve demonstrated perfectly that you’re top of the pops at giving yourself some self-love AND that you can alienate your potential client base – all in one day.

    Takes some doing…

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  9. Archie
    October 31, 2016 at 21:48

    So glad my company stuck with Zoopla – and didn’t lose out with……….what was it called again…….oh yes OTM.

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  10. Maxwell73
    November 1, 2016 at 09:24

    Oh please. PIE, don’t you think publishing this sort of bogus article makes you look a bit silly?

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    1. PeeBee
      November 1, 2016 at 10:23

      Surely it makes the company spouting the bilge look silly – not the channels that display it for all to laugh at?

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      1. Maxwell73
        November 1, 2016 at 10:56

        Point taken. But I do think that if an article will be written and posted (and it is PIE that does this, with all respect), the content should be scrutinised – especially if a bold claim is being made, which is bound to be received sceptically. The content inevitably affects the credibility of the channel publishing it.

        Having said that, I do like PIE and generally find it very helpful.

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        1. PeeBee
          November 1, 2016 at 12:39

          The point being that EYE is, first and foremost, an “industry news” website.  Without EYE, we would not get to see all the MDT that is generated within our industry as ‘news’.

          To be forewarned is to be forearmed, and all that…

           

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