Traffic to UK Property Portal Sites (July 2008)
September 3, 2008 by Simon Baker
The July 2008 ComScore numbers for Unique Visitors to UK property portal sites shows that rightmove.co.uk continues to be the most popular site in the UK as it has been for many a year.
What is interesting is that the propertyfinder network (propertyfinder.com, hotproperty.co.uk, and ukpropertyshop.co.uk) reaches a combined (de-duplicated) audience of 1.6m - and ahead of findaproperty.co.uk and primelocation.com. If you break the propertyfinder.com network into its 3 sites - then propertfinder.com had 1.2m UV’s, ukpropertyshop.co.uk had 436k UV’s, and hotproperty.co.uk 315k UV’s.
Anyway you cut it, the “big 4″ continue to have the lions share of the UK online real estate market as they have for the last 5+ years. We hear much about new entrants and the free to list, pay to upgrade model, however these site still struggle to match the big 4 in traffic no matter how much they spend on marketing.
Now some of the sites will contest the figures are being wrong and from my time with the REA Group (owners of the Propertyfinder Network), the internal Nielsen NetRatings numbers were always higher, however, putting the absolute numbers to one side and just focusing on the relative numbers, it is clear that the big 4 are entrenched at the top of the rankings and this is very unlikely to change.
| Site | UV’s |
| rightmove.co.uk | 2,606 |
| Propertyfinder Network | 1,625 |
| findaproperty.co.uk | 1,344 |
| primelocation.com | 1,015 |
| thinkproperty.co.uk | 662 |
| nestoria.co.uk | 481 |
| homesandproperty.co.uk | 386 |
| homesonview.co.uk | 334 |
| ourproperty.co.uk | 299 |
| globrix.com | 275 |
| houseprices.co.uk | 258 |
| fish4homes.co.uk | 246 |
| email4property.co.uk | 218 |
| smartnewhomes.co.uk | 213 |
Souce: ComScore Media Metrix - July 2008
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Simon,
Your post is timely, the latest data for New Zealand for Nielsen was available today. I prefer to utilise the domestic traffic stats when comparing sites as international traffic can significantly impact our relatively small population base.
Unique Browsers - Month of August 2008
#1 trade me property 616,016
#2 realestate.co.nz 181,213
#3 allrealestate.co.nz 112,959
#4 open2view.co.nz 86,656
#5 nzherald property 51,201
The unique power and reach of trade me as the e-bay of NZ does somewhat distort the figures.
I’ve found comScore’s figures to be quite reliable. They are consistently about 30% lower than the true values but the variance between all sites is less than 10%.
I’ve been told that Nielsen NetRatings is not very reliable in the UK due to a very small sample size although I don’t have any personal experience.
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