MENU

by • 4 November, 2008 • How to be Global, Media Culture, The CMO Toolkit, Well TravelledComments (0)1807

Users scour Spanish property sites, but does that mean they’re buying?

ComScore, the online metrics group, just released a study suggesting that the Spanish real estate sector may be faring better than expected – at least as measured by online activity. Their reportage begs the question: after the Spanish bubble has burst, does bargain-hunting web browsing mean consumers are laying down the pounds?

Spanish Online Real Estate Sector Sees Increased Activity During Economic Downturn: More than 3 Million Spanish Internet Users Visited a Real Estate Site in September

…“Much has been made in recent months about the negative impact that the global financial downturn has had on real estate markets across Europe,” said Herve Le Jouan, Managing Director, comScore Europe. “However, with Spain weathering the financial storm a bit better than other European markets, it appears that opportunistic buyers and eager sellers are scouring the real estate site category – which has seen house prices fall as much as 30 percent in some areas – for bargains.”

Top 15 Spanish Real Estate Properties

In September, more than 3 million Spanish Internet users visited a site in the real estate site category, representing a five percent increase versus year ago. The most popular site was Fotocasa.es, which attracted 994,000 visitors, followed by Grupo Facilisimo.com (970,000 visitors), Idealista (804,000 visitors) and Trovit Spain Homes (396,000 visitors). Visitors to Idealista showed the highest engagement, averaging 76 pages viewed per visitor during the month.

Top 15 Spanish Real Estate Sites, Ranked by Total Spanish Unique Visitors (000)* Age 15+, Home & Work Locations, September 2008, Source: comScore World Metrix

Property

Total Unique Visitors (000)

Average Pages per Visitor

Total Spanish Internet Audience

17,148

2,105

Real Estate

3,032

68

Fotocasa.es

994

60

Grupo Facilisimo.com

970

16

Idealista

804

76

Trovit Spain Homes

396

5

PORTAE.COM

318

12

ENALQUILER.COM

316

25

HABITAT24.COM

278

3

Globaliza

256

13

SACACASA.COM

248

11

TUCASA.COM

237

21

Nestoria

235

6

Yaencontre

215

17

INMOBILIARIA.COM

129

7

PROPERAZZI.COM

101

11

IVIVE.COM

101

13

* Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.

Reaching Heavy Users of Online Real Estate Sites

Using the comScore Segment Metrix H/M/L service, which provides analysis of online activity by heavy, medium and light users of the Internet and specific site categories, it is possible to gain insight into other interests of real estate site visitors, enabling marketers to identify where they can reach heavy real estate site users online.

Heavy real estate site users were found to be 270 percent more likely than the average Internet user to visit a site in the home furnishings category, reinforcing the fact that heavy users of this site category are more likely to be close to completing a buying/renting transaction on accommodation than the average Internet user. They are also more likely to be financially-minded than the average Internet user, as evidenced by their above average representation in the business to business and financial information/advice categories, and more affluent, as evidenced by their heavier than average visitation to the travel and hobbies/lifestyle – food categories.

Site Categories with Highest Concentration of Heavy Real Estate Site Category  Visitors*, Total Spain – Age 15+ Home and Work Locations**, September 2008, Source: comScore Segment Metrix H/M/L

Site Category

Composition Index UV***

Total Internet Real Estate – Heavy

100

Home Furnishings

370

Hobbies/Lifestyle – Food

294

Business to Business

276

Financial Information/Advice

249

Health

229

Hotels/Resorts

221

Travel – Information

207

Classifieds

198

Career Services and Development

194

Weather

193

*Based on categories attracting 100,000+ Spanish heavy real estate site visitors in September 2008.

* *Excludes traffic from public computers such as Internet cafes or access from mobile phones or PDAs.

***Composition Index = Percent of visitors to category / Percent of total Internet users) x 100; Index of 100 equals parity.

Full release available here.

Criterion Global note: Properazzi has recently rebranded to become Enormo, perhaps after eating too many bonbons. GlobalEdge, a property portal commentary group, reports on the rebrand fully here.

Related Posts

Comments are closed.