A detailed analysis of email leads delivered by Zoopla and Rightmove throughout 2014 show that the level of duplication between the two major portals is lower than previously thought, the Connells Group has claimed.

Internal data from Connells reveals that of all consumers who sent email leads through the major portals, 93.8 per cent were unique to either Zoopla or Rightmove with only the remainder duplicated between the top two portals.

What’s more, Connells claims that for the highest value market appraisal leads, 99.9 per cent were unique, with just 0.1 per cent duplication.

David Plumtree (left), Group CEO Estate Agency Connells Group, said, “With the recent launch of Agents’ Mutual we were keen to confirm the value delivered to our network by the major property portals, reaffirming the low level of duplication of leads between the two main players, which has continued into 2015.

“The value of being on both Zoopla and Rightmove is clear, and remains the best choice for our customers and network of agency offices in 2015.”

As a shareholder in Zoopla, the Connells Group has opted not to sign up to OnTheMarket.com (OTM), which launched earlier this year.

Meanwhile, Zoopla Property Group (ZPG) has confirmed that traffic to its websites and mobile apps reached 50 million visits last month with mobile accounting for a record 62.6 per cent of all visits as a growing number of consumers are using the Group’s broad range of services to find agents and search for property while at home or on the move.

Although Zoopla – the UK’s second biggest online property site behind Rightmove- has seen a fall in the number of estate agents advertising on its website due to competition from OTM, it insists that its audience has been largely unaffected by the launch of OTM.

ZPG claims that its web traffic since the end of January has been on average more than 25 times greater than OTM’s with the gap between the two websites widening over the three weeks to Easter.

Lawrence Hall (right) of ZPG said, “We are delighted with our continued strong audience levels and the value we are delivering to our members. It is a tough market and attracting a significant audience and delivering high levels of appraisal and applicant leads along with brand awareness for our members is what we are focused on. Our members enjoy a significant competitive advantage over non-members and we have now seen dozens of members who left us to trial OTM return.”