Consumer survey shines a light on the property portals consumers really prefer
UNDER EMBARGO UNTIL 00.01 MONDAY 9TH DECEMBER, LONDON: A survey commissioned by Zoopla, one of the UK’s leading property websites, has shined a light on the ranking of property portals in the eyes of British consumers.
The survey of 2,149 nationally representative respondents was carried out by YouGov, a top UK polling company which is known as the most quoted market research source in the world.
The survey, which was based on spontaneous responses (i.e. how many consumers can quote a brand name without any assistance such as a logo) found that 37% of Brits expect to see their home listed for sale on Zoopla. This compares to 54% for Rightmove and just 7% for OnTheMarket.
At a regional level, Zoopla’s preference is strongest in Wales, where 43% of Brits expect to see their house listed on Zoopla, followed by the South West (42%). Overall, Zoopla has well over double the preference of OnTheMarket in every region in the UK, and over 5X the preference in certain regions, reaffirming that Rightmove and Zoopla are clearly the portal of choice.
Question: Please imagine you were about to put your property up for sale. Which property websites would you expect to see your home advertised on?
Region | Rightmove | Zoopla | OnTheMarket |
Wales | 63% | 43% | 7% |
South West | 63% | 42% | 7% |
Yorkshire and the Humber | 60% | 41% | 7% |
East Midlands | 66% | 41% | 5% |
South East | 60% | 41% | 8% |
East of England | 64% | 37% | 8% |
London | 39% | 33% | 7% |
North West | 55% | 33% | 5% |
Scotland | 45% | 33% | 4% |
West Midlands | 50% | 32% | 5% |
North East | 49% | 28% | 10% |
Northern Ireland | 20% | 24% | 11% |
Zoopla will be building on this brand recognition with the launch of a major new marketing campaign over the festive period and will also be rolling out more tailored regional campaigns in 2025. This will not only drive more quality leads and motivated movers for Zoopla’s agents partners, but will also ensure greater ROI.
Rich Hayes, Chief Operating Officer at Zoopla said: “We’re pleased to share the results of this survey with our customers and shine a light on the strength of the Zoopla brand and its iconic purple across every region of the UK. This combined with the launch of our upcoming marketing campaign and product innovations will ensure we hit the ground running in 2025, driving even more motivated movers and ROI for our agent customers.”
Richard Goodman, Director at Goodman and Lilley estate agents said: "Zoopla is an invaluable tool for estate agents and business owners, providing a comprehensive platform for Goodman and Lilley to showcase our properties to a vast audience. It enhances the visibility of our properties through its extensive user base, allowing our agents to reach potential buyers and renters effectively. Zoopla's market insights and valuation tools enable us to present accurate information to potential vendors and attract serious leads.
"Additionally, Zoopla's user-friendly interface and mobile accessibility ensure consumers can easily browse listings, making the buying or renting process more convenient. By leveraging Zoopla, we can enhance client engagement, and ultimately drive sales growth."
-ENDS-
Media enquiries:
For further information contact:
Aileen Prendergast
Zoopla
Phone: +44 7561 406 481
Email: [email protected]
Notes to editors
All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2149 adults.
Fieldwork was undertaken between 20th - 21st November 2024. The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).