The latest research by Harris Interactive on behalf of ZPG, reveals that Zoopla’s national spontaneous brand awareness is now at an all-time high, with the gap over Rightmove also at its biggest level ever.
The research, questioning over 1,043 adults across the UK during the week commencing February 21, shows that when consumers were are asked which property websites they could name unprompted, Zoopla scored a record 49% compared to 40% for Rightmove and 3% for OnTheMarket.
In terms of prompted awareness, where consumers are given named brands and asked if they have heard of them, Zoopla again came out top with 88% of consumers having heard of the brand versus 83% for Rightmove.
And, in London, following the re-launch of its successful marketing campaign, PrimeLocation, has seen significant gains in promoted brand awareness, now reaching 50%, up from 38% only six months ago.
Gareth Helm, chief marketing officer for ZPG, said: “Since October we have again outperformed increasing spontaneous awareness for Zoopla nationally and widening the gap on our competitors.
“We have consistently delivered value for our partners and have invested strategically in our advertising activity to ensure the widest possible exposure for their brands and listings.”
‘Harris Interactive on behalf of ZPG…’ Do I need to read any further?
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A business hires an independent company to research brand awareness. This is worldwide standard procedure.
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Oh, dear… someone’s not having the best of days at this today.
When a business hires a company to “research brand awareness” solely for spin purposes, that company’s “independence” evaporates the second the Contract is signed.
This is worldwide common sense acceptance of a business relationship built on mutual gain.
You’re a little ring rusty, Digital Expert’. Try commenting on some of the articles that don’t have a ‘Z’ in the headline, body text or comments to sharpen your skills – which currently rank “blunt as a banana”.
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Do you think businesses do research on competitors and then publish it if it isn’t favourable to them?
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Nope
And you wouldn’t have seen this ‘research’ if they hadn’t have been able to pull some positive spin from it.
You really do need to sharpen up. This is turning into textbook ‘fish in a barrel’.
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Missing the point completly …..this is what you say to clients when selling their property…zoopla is a strong brand.
If agents woke up and saw that zoopla is indeed our only defence against rightmove and onliners, we would be in a better place.
The public will go where the property is….that means you need to take your property off rightmove and go to zoopla and ‘On The whats it called’ if you prefer.
We are now with zoopla and rightmove….. i am hoping onthe market does what they said they would and start attacking rightmove…i ve yet to see any evidence this is what they are going to do…
next we will hear, all the london agents who started onthemarket have sold out for a few million again…and as ‘members’, the northern agents will get their 5p share.. .jeeeezzzz
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“If agents woke up and saw that zoopla is indeed our only defence against rightmove and onliners…”
Talk me through that last couple of words, please – about how they are your only defence against onliners.
You have my undivided attention.
Just remember – the audience will only give you one opportunity to impress on the subject and you can see how abject failure is received by reading the coments back at the woeful efforts of ‘Digital Expert’…
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Try and stick to the content of the post pee bee , you always make the comments go off on a tangent.
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I AM sticking to the content of the post, Bless You.
I have gone further in that I have asked you to explain a specific part of it.
Now – over to you…
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So Madam, unprompted by my t-shirt which says Zoopla, my Zoopla folder and my Zoopla baseball cap, which property website is most well known to you…?
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With apologies to General Melchett:
Harris Interactive: Now, I’ve compiled a list of those we’re surveying, have you got it Darling?
Darling: Yes sir.
Harris Interactive: Read it please.
Darling: It’s top security sir, I think that’s all the PIE readership needs to know.
Harris Interactive : Nonsense! Let’s hear the list in full!
Darling: Very well sir. “List of personnel cleared for mission Brand Awareness , as dictated by Harris Interactive : You and me, Darling, obviously. ZPG, ZPG staff, ZPG staffs wives , all ZPG’s staffs wive’s friends, their families, their families’ servants, their families’ servants’ tennis partners, and some chap I bumped into at Expert Agent the other day called Bernard.”
Harris Interactive : So, it’s maximum exposure , is that clear?
PIE : Quite so sir, only myself and the rest of the ZPG speaking world is to know.
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0630
radio comes on
out blasts Sonny & Cher
They say we’re young and we don’t know
We won’t find out until we grow
Well I don’t know if all that’s true
‘Cause you got me, and baby I got you
Babe
I got you babe
I got you babe
New research reveals that prompted awareness of the Zoopla brand has reached record levels and that Zoopla also has the highest spontaneous awareness among the main UK property portal brands.
Results of the research, conducted by Harris Interactive on behalf of Zoopla, were released yesterday.
Between February 8 and 12, over 1,000 adults across the UK were questioned.
When asked what property search websites they can think of, Zoopla came top with spontaneous brand awareness at 39% versus 31% for Rightmove and 2% for OnTheMarket.
In terms of prompted brand awareness, where consumers are given brand names and asked to identify those they have heard of, Zoopla is now in a dead heat with Rightmove, both with a very high national brand recognition of 79% of all adults across the UK, versus 18% for OnTheMarket.
The data also revealed that when asked ‘Which of these property websites have you ever used?’ 41% claimed to have used Rightmove, 33% Zoopla and 4% OnTheMarket.
Lawrence Hall of ZPG said: “We’re delighted to see that top of mind awareness for Zoopla has increased again and we’re widening the gap over other websites in the space.
“We are driving more visits to Zoopla and continue to increase brand exposure for our members and ultimately generate more leads for agents listing on Zoopla as result of our strong market position and loyal audience.”
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Classic estate agency.
“I don’t think it, so it definitely isn’t true. And no, I haven’t done and of my own research and I won’t acknowledge facts.”
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Laydeez and Gentlefolks – back despite popular demand, taking his spot on the soapbox – I give you ‘Digital Expert’.
Did someone mention Zoopla by any chance?
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That’s your comment, is it?
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Yup.
’nuff said, I reckon.
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So a micro sample of 1043:66,000,000 is enough evidence to create a fact? Interesting!
This is possibly another one for Digital Fix? This one is getting away from you due to thinking it’s possible to regurgitate the same story for at least the 4th time with only minor amends to the copy.
The traffic stats for Rightmove and Zoopla suggest this research is at odds with the portal viewing public’s site useage or have I got that wrong too. I know about New York, it doesn’t mean I’ve ever been there or have any real desire to go there so the point about awareness is lost on me
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Talk about regurgitating the same points, Robert – do you actually do anything other than comment on here?
It’s not about traffic, but brand awareness. Do you understand the difference?
You know where and what New York is though, right? It’s not the capital of America, yet is arguably the most famous city in the country, if not the world.
And there it is.
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Try Las Vegas.
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Debatable, but the point stands.
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ah ha, so reasearch could show 49% for New York and 40% for Las Vegas or vice versa. All depends on where and how you ask the question. Some may say Holywood!
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I’m not the one picking up a wage for rehashing old copy and although I am not paid by Property Industry Eye, I am not Property Industry Eye staff, I am nothing whatsoever to do with Proerty Industry Eye, I do earn a living just sitting here monitoring what is going on in the industry, who is saying what, who is claiming what on Property Industry Eye so it is sort of like a job I take quite seriously.
It isn’t me you need to convince about brand awareness, despite apparently being more aware of Zoopla the public is choosing to go on Rightmove, perhaps that suggests the awareness isn’t all positive or necessarily effective.
Not sure what point you are trying to make about New York, I said I’m aware of it but don’t want to go there. I am fairly sure the businesses and traders of New York would far rather people went there and transact buisness there than simply know about it.
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“I’m from a market research company on behalf of Z, can you tell me which web portals you can name this minute?”
Err ….. Z
Is 1,043 adults across the UK (very odd number!) really a reflection on industry awareness. Considering how many people are using web portals (each spout millions of hits a month) or was the research selective locations. Hot Z areas? The authenticity of the research is the question one should be asking as stats are often manipulated to ones advantage.
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Its a bit like the TV ads where hair products say they hve huge critical acclaim and in market research 90% say they like the product. You then see the little words at the bottom of the screen stating that the sample is 199 people!! Love it and well done Harris Interactive…next time be interactive with more than 1043 people.
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Zoopla seem to spend more money on TV advertising, I can not remember the last time i saw a Rightmove advert. This is the cost of trying to maximize profits by becoming complacent.
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We’ve all just read the justification document for why ZPG will be putting up its prices soon…
You only have to read the survey data behind most cosmetic’s adverts to know that data can be spun to suit its audience.
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YAWN!
Pee Bee and Robert May, 9 out of 10 cats get jealous over other highly successful companies. I laugh at your opinions knowing full well the vendetta you have against anyone who is taking the property industry by storm.
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Zoopla is hardly taking the industry by storm and I can’t think of anyone who is. There are a few people who think they are but performance and financial performance contradicts those delusional claims.
In respect of Zoopla I actually take great pride rather than jealousy at their success. Given all they have aquired, all the market advantages they have their performance and progress is not as it should be. Mind you it is simply history repeating itself.
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Well, good for you taking pride in a company that is doing Well. Will soon be putting Right..or should i say wrongmove to shame.
“Independant studys show that Pee Bee or Robert May will reply to this with some babble” 😉
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Only one comment to make:
It’s *IndependEnt studIES*
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Robert told me recently that he doesn’t think the industry is changing, and not at all in a state of flux. Which is laughable. He genuinely doesn’t believe Zoopla is growing massively in influence (progress not as it should be, please!) and that nobody is taking the industry by storm *cough* Purplebricks *cough*
So I’d take his opinions with a smile and suggest that his methods of tracking consumer and agent activity & mothods in the market place is lodged firmly in the distant past.
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What are “mothods”?
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What is a debate? Add to it, admit defeat, or go and do something grown up. Give a puppy a cuddle, you’ll feel better.
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Awww… someone doesn’t like being made to look a complete numpty in the playground.
Shouldn’t have come out to play then. Or brought a spellchecker with you – you could have wrapped it in your blankie for safekeeping.
Diddums.
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I’d made the correct spelling a few words earlier, but clearly pedantry is your game rather than intelligent debate. You continuously embarrass yourself on here in this manner.
You continue to disengage in debate simply because you have nothing. Pathetic. I hope you have more in your life than this message board.
Why don’t you have a little paddy at someone giving you a thumbs down? We all have a good laugh at that.
Sleep tight x
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You’re a regular rottweiller with PMT today, ain’t ya? Proper fire and brimstone – no prisoners to be taken as far as you’re concerned. A guy could almost take offence – if, that is, he didn’t know it is all part of the gameplan.
And while you’re at it – might as well forget that niggling worry that people will actually read what you post and realise for themselves that your continued attempts to defend, in the most socially inept manner as could be deemed humanly possible, the honour of The Mighty ‘Z’ and all who sail in her are, for you, part of the job description and not as you would like people to believe ‘because you think it’s a good site doing a good job’ (or similar MDT).
I think it’s pretty safe to say that 99.9% of genuine posters and readers of EYE sussed that factoid out after the first wave of billshuttery gave way to the purple mist of pent-up frustration and anger you have forcibly ejected at every outing since.
Look, Sweet Cheeks, remember those wise words – “Tomorrow… is another day”. That’s deffo cos Rhett Butler said it – and he was one straight-up kinda guy.
If you’re real lucky, tomorrow there won’t be any articles with Zoopy-Doo mentioned in them and you can go back to being your usual (normal being an inappropriaye choice of word given the evidence) quiet, unassuming self – and beat yourself silly with whatever comes to hand for trying so hard to be a nasty person ‘cos them in the room at the end of the corridor told you you had to do it.
If not tomorrow – there’s always the next day. You’ve enjoyed quite a few lately – but nowhere near as much enjoyment as the combined readership.
Of course, I’ll still be here waiting when they next think they need to roll you out.
Hopefully they won’t cotton on to the fact that you’re causing more collateral damage than Stevie Wonder could ever manage behind the yoke of a B52 and reassign you to something less… human-orientated…
…‘cos I’d miss you, Hunnybun.
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Tee hee hee – now trying to induce that “little paddy” you were hoping I’d have?
Au contraire, mon cherie – j’adore ‘Dislikes’. More the merrier far as I’m concerned.
Each one is further proof how wazzed off you are!
;o)
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Looks like Robert’s #bunnyboiler is back!
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If they are #bunnyboiler does that make you his #fluffer?
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Haha.
Like the old bully with a sickly child standing behind him with raised fists shouting: “Yeah!”
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If only you were intelligent enough to understand pure, unadulterated irony…
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Nah – I’ve got a special ingredient to combat the effects of fluffing, pilling and bobbling.
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