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Huge difference in traffic to three main property portals revealed by latest ZPG results

ZPG, Rightmove and OnTheMarket are on different planets if measured alone by the number of visits to their portals each month.

NIgel Lewis

Zoopla Property Group image property portalZPG has revealed how much traffic it drives to its various property portals and, the latest figures show, they were visited 68 million times during January, trailing Rightmove by 52 million visits on average but well ahead of OnTheMarket’s 14 million.

ZPG’s figures includes 58 million visits to its three property portals; Zoopla, PrimeLocation and SmartNewHomes, while the remaining ten million visits were to its other websites such as uSwitch and the recently-acquired Money.

ZPG also says its property websites enjoyed a 10% year-on-year uplift in traffic and, as evidenced by the sea of faces staring at smartphones in Britain’s streets and train carriages, that 60% of its portal traffic now comes via mobile devices.

Property portals

Visits to its comparison website uSwtich increased by 7% year-on-year, the company says.

Alex Chesterman property portal“We’ve had a great start to the year with a record of over two million visits per day to our websites in January,” says ZPG CEO Alex Chesterman (pictured, left).

“These figures demonstrate that consumers are highly engaged with the services we provide and that we continue to deliver incredible exposure, value and results for our partners.”

These latest ZPG figures would suggest that Rightmove’s average monthly visitor figure of 120 million is nearly twice that of ZPG’s entire group, although ZPG is growing its visitor faster – partially through acquisition as well as the dark arts of Google traffic manipulation.

OnTheMarket has some way to go before it catches up either of its portal rivals; it receives approximately 14 million visits each month, it reported in September last year.

February 14, 2018

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