The growing war of words between Zoopla and OnTheMarket has taken a dramatic turn with data released about the two portals’ brand recognition.

The survey of 2,149 respondents was carried out by polling firm YouGov and was based on spontaneous responses (ie, how many consumers can quote a brand name without any assistance such as a logo).

It found that 37% 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% 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 five times the preference in certain regions, which out claims is reaffirming that Rightmove and Zoopla are clearly the portals of choice. 

In Scotland, only one in 25 appears to know of OnTheMarket.

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. 

Rich Hayes, chief operating officer at Zoopla, says:“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.”

Here’s the data released by Zoopla:

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?