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
Fotocasa.es Leads Category with Nearly 1 Million Visitors
LONDON, U.K., November 4, 2008 – Comscore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released the first report of activity in the Spanish online real estate category in September 2008, based on data from the Comscore Media Metrix audience measurement service.
“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)*
Home & Work Locations
Source: Comscore World Metrix
|Property||Total Unique Visitors (000)||Average Pages per Visitor|
|Total Spanish Internet Audience||17,148||2,105|
|Trovit Spain Homes||396||5|
* 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**
Source: Comscore Segment Metrix H/M/L
|Site Category||Composition Index UV***|
|Total Internet Real Estate - Heavy||100|
|Hobbies/Lifestyle - Food||294|
|Business to Business||276|
|Travel - Information||207|
|Career Services and Development||194|
*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.
Comscore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world. For more information, please visit www.comscore.com/boilerplate
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