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.”