Property - CIOWhitePapers

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Property - CIOWhitePapers
Understanding the Customer Journey
Clickstream Research into the Property Sector
IT
Period: January – June 2011
Copyright © 2012 The Nielsen Company
1 Executive Summary
January - June 2011
There are 9.3 million people looking to buy (sale) and
4.5m looking to rent (rent) in the property market
SEARCH
N
GENERIC
Search is an important part of the customer journey.
54% of those looking to buy and 67% of those looking to rent
use search at anytime throughout their journey, increasing to
82% (sale) and 78% (rent) amongst those that request quotes
Those that requested quotes whilst looking to buy and rent
searched an average of 17.4 times and 17.1 times
respectively
79% of those that requested quotes whilst looking to buy and 88%
whilst looking to rent conducted generic searches
Those that click on sponsored searches are 2.3 times more
likely to get a quote whilst looking to buy and 2.0 times more
likely whilst looking to rent compared to all
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
2 Property: Sale & Rent
Methodology & Definitions
3 Methodology
•  Custom analysis of Nielsen's NetView metered panel
•  Period of analysis: January – June 2011
•  Analysis based on:
–  The pre-defined NetView Category: Property
–  Recoded to Google classification criteria
–  Events included for 56 sites
–  An event can only happen once in a single site/session, this avoids double-counting
occasions where a quotation involves multiple URLs
–  A start event is determined as the first category related activity in the period of analysis
–  Analysis restricted to Adults 21+
–  Data checked for outliers but non were removed
–  16,114 unique search terms categorised according to Google’s classification structures
(Brand Only Terms, Brand with Other, Generic)
–  Referrals to data set are also included to identify non-search clickthroughs
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
4 Methodology: Key
Property: IT
Sample Size: Sale 6,060; Rent, 3,116
Group Designations
Usage of each type of Property website user
Sale
Those looking to buy a property
Rent
Those looking to rent a property
Quotation
Information
Research
Sale
Rent
1,702
890
Anyone who has looked for Information
(local content or advice) on buying/renting
a property excluding those that have quoted
354
136
Anyone who has visited a property website
but not performed a quotation or looked for
information
4,004
2,090
Anyone who has visited Property Pages to
e.g. request a brochure, download (PDF,
schedule, floor plan), look for contact numbers
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
5 Methodology: Key
Property: IT
Sample Size: Sale 6,060; Rent, 3,116
Category: Site Designations
Classified
(Multi-Cat)
Property IT
Source: NetView January - June 2011
Real Estate
Classifieds
Network
Sector Blog / Press
Copyright © 2012 The Nielsen Company
6 Property: Sale & Rent
Market Overview
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
7 Overview
Sale
Rent
1
Audience Size
9.3m
4.5m
2
Journey Length
46 days
39 days
3
Sites Visited per
Person
3.4 sites
3.5 sites
4
Sites Visits per
Person
9.1 times
7.8 times
5
Web Sessions
per Person
6.0 sessions 5.1 sessions
6
Time Spent per
Person
54mins
There are more
individuals looking
to buy than rent
online.
Their journeys are
longer, involve more
visits to sites over
more sessions.
53mins
Base: Sale and Rent in the Property market
Note: Activity of the sale and rent audience in the Property market
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
8 Audience
Sale: 9,266,365
66%
7%
27% of those looking to buy
and 25% of those looking to
rent requested a quote i.e.,
asked for a brochure, looked
at contact pages
Research
Information
27%
Quotation
Rent: 4,501,127
70%
5%
Research
Information
25%
Quotation
Base: Sale and Rent in the Property market
Note: Sale and Rent by type of activity in the Property market; Figures may not add up to 100% due to rounding
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
9 Sale | The Most Visited Sites
Sale: 9,266,365
Casa.it is the most visited site for those
looking to buy with 5.5m visitors
Unique Audience (000s)
5,490
Casa.it [1]
2,976
Immobiliare.it [2]
2,314
Trovit Homes [3]
2,012
Subito.it - Immobili [4]
1,556
Tecnocasa [5]
idealista [6]
1,252
1,180
eBay [7]
1,020
eureKasa.it [8]
905
Attico.it [9]
750
Trovacasa.net [10]
634
Trovo-Casa.net [11]
583
Cercasicasa.it [12]
543
Cambiocasa.it [13]
495
nestoria [14]
RisorseImmobiliari.it [15]
449
Base: Sale in the Property market
Note: Top 15 sites.
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
10 Rent | The Most Visited Sites
Rent: 4,501,127
Subito.it – Immobili is the most visited site for
those looking to rent with 1.7m visitors
Unique Audience (000s)
1,657
Subito.it - Immobili [1]
Casa.it [2]
1,490
Immobiliare.it [3]
1,484
1,317
Trovit Homes [4]
964
Affitto.it [5]
idealista [6]
860
826
eBay [7]
680
Mioaffitto.it [8]
418
Attico.it [9]
Soloaffitti.it [10]
348
Casa24 [11]
314
Trovacasa.net [12]
312
RisorseImmobiliari.it [13]
298
eureKasa.it [14]
279
Bachecacase.com [15]
279
Base: Rent in the Property market
Note: Top 15 sites.
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
11 Property: Sale
Quotation
12 Activity of those that get a quote
Sale
Sale | All
Sale | Quotation
1
Audience Size
9.3m
2.5m
2
Journey Length
46 days
84 days
3
Sites Visited per
Person
3.4 sites
6.9 sites
4
Sites Visits per
Person
9.1 times
24.7 times
5
Web Sessions
per Person
6.0 sessions 14.8 sessions
6
Time Spent per
Person
54mins
Those that are
looking buy who
request a quote e.g.
a brochure, contact,
visit more sites,
more times, over
more sessions and
spend more time
within the category
2hrs 36mins
Base: Sale in the Property market
Note: Activity of all versus quote in the Sale Property market
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
13 Profile
Sale
Those that requested quotes whilst looking
to buy are more likely to be aged 35-50 and
over 65
Gender
Age
Index
131
121
123
115
106
110
95
118
126
99
120
101
Index
Total
Quotation
21 - 34
35 - 50
51 - 64
Total
65+
Quotation
Base: All and those that get a quote in the Sale Property market
Note: Profile of All and those that get a quote in the Sale Property market; All figures are Based on Index v Active Internet Population
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
14 Types of Sites Visited
Top 3 Real Estate Classified sites
(Audience 000s)
Sale | Quotation
1199
% of those that request a quote
90%
701
290
Immobiliare.it
17%
Casa.it
Tecnocasa
Top 3 Network sites (Audience 000s)
12%
2%
Real Estate
Classifieds
Network
Classifieds
(Mutli Cat)
Sector Blog/
Press
171
Attico.it
85
63
Pirelli RE
Prendicasa.it*
Base: Those that get a quote in the Sale Property market. *Caution small sample size
Note: % of those that got a quote who visited different types of Sale Property websites.
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
15 Those that
were looking to
buy requested
an average of
4.1
quotes
Base: Those that get a quote in the Sale Property market
Note: Average number of quotation events
Property IT
Source: NetView January - June 2011
Confidential & Proprietary Copyright © 2012 The Nielsen Company
16 Activity Up to the First Quote
Sale
Sale | Quotation
Up To First Quote
1
Audience Size
2.5m
2.5m
2
Average
Journey Length
84 days
24 days
Median Journey Length: 24 hours
3
Sites Visited per
Person
6.9 sites
3.3 sites
4
Sites Visits per
Person
24.7 times
5.3 times
5
Web Sessions
per Person
6
Time Spent per
Person
Those that are
looking to buy
spent 24 days in
the market before
requesting a
quote, visiting 3
sites over 3
sessions
14.8 sessions 3.4 sessions
2hrs 36mins
38mins
Base: Those that get a quote in the Sale Property market
Note: Activity UP TO the first quotation event
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
17 Time Taken to First Quote
Sale | Quotation
% of those that got a quote
100%
90%
80%
76% get a quote
within 39 days
70%
60%
50%
40%
48% get a quote
within 24 hours
30%
20%
10%
100+ days
90 - 99 days
80 - 89 days
70 - 79 days
60 - 69 days
50 - 59 days
40 - 49 days
30 - 39 days
25 - 29 days
20 - 24 days
15 - 19 days
10 - 14 days
6 - 9 days
1 - 5 days
less than 24 hours
0%
Base: Those that get a quote in the Sale Property market
Note: % of those that get a quote and the length of time UP TO the point of the first quote occurring.
Based on first event in the category.
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
18 Look > Quote
Sale
27% of those that look at
Real Estate classified
sites get a quote from
these sites
Look
Quote
Total
27%
Real Estate Classifieds
27%
Network
24%
Classifieds (Multi-Cat)
11%
Sector Blog/Press
9%
Base: Those that in the Sale Property market
Note: The % of people who look for a product on a site who go on to get a quote on the site
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
19 Property: Sale
Buying v Selling
20 Buying v Selling
5%
of those look
at buying also
look at selling
89%
of those look
at selling also
look at buying
Base: Those in the Sale Property market
Note: Overlap between buyers and sellers
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
21 Property: Rent
Quotation
22 Activity of those that get a quote
Rent
Rent | All
Rent | Quotation
1
Audience Size
4.5m
1.1m
2
Journey Length
39 days
73 days
3
Sites Visited per
Person
3.5 sites
6.9 sites
4
Sites Visits per
Person
7.8 times
20.0 times
5
Web Sessions
per Person
5.1 sessions 11.8 sessions
6
Time Spent per
Person
54mins
Those that are
looking rent who
request a quote e.g.
a brochure, contact,
visit more sites,
more times, over
more sessions and
spend more time
within the category
2hrs 10mins
Base: Rent in the Property market
Note: Activity of all versus quote in the Rent Property market
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
23 Profile
Rent
Those that are looking to rent are slightly
more likely to be women and aged under 50
and over 65
Age
Gender
Index
91
113
130
117
94
86
126
108
122
94
133
152
Index
Total
Quotation
21 - 34
35 - 50
51 - 64
Total
65+
Quotation
Base: All and those that get a quote in the Rent Property market
Note: Profile of All and those that get a quote in the Rent Property market; All figures are Based on Index v Active Internet Population
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
24 Types of Sites Visited
Top 3 Real Estate Classified sites
(Audience 000s)
Rent | Quotation
473
% of those that request a quote
73%
212
81
Immobiliare.it
25%
Casa.it
Mioaffitto.it
25%
Top 3 Network sites
(Audience 000s)
1%
Real Estate
Classifieds
Network
Classifieds
(Mutli Cat)
Sector Blog/
Press
84
78
54
Affitto.it
Soloaffitti.it
Attico.it
Base: Those that get a quote in the Rent Property market
Note: % of those that got a quote who visited different types of Rent Property websites.
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
25 Those that
were looking to
rent requested
an average of
3.1
quotes
Base: Those that get a quote in the Rent Property market
Note: Average number of quotation events
Property IT
Source: NetView January - June 2011
Confidential & Proprietary Copyright © 2012 The Nielsen Company
26 Activity Up to the First Quote
Rent
Rent | Quotation
Up To First Quote
1
Audience Size
1.1m
1.1m
2
Average
Journey Length
73 days
23 days
Median Journey Length: 24 hours
3
Sites Visited per
Person
6.9 sites
3.6 sites
4
Sites Visits per
Person
20.0 times
5.9 times
5
Web Sessions
per Person
6
Time Spent per
Person
Those that are
looking to rent
spent 23 days in
the market before
requesting a
quote, visiting 4
sites over 4
sessions
11.8 sessions 3.8 sessions
2hrs 10mins
44 mins
Base: Those that get a quote in the Rent Property market
Note: Activity UP TO the first quotation event
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
27 Time Taken to First Quote
Rent
% of those that got a quote
100%
90%
80%
70%
75% get a quote
within 29 days
60%
50%
51% get a quote
within 24 hours
40%
30%
20%
10%
100+ days
90 - 99 days
80 - 89 days
70 - 79 days
60 - 69 days
50 - 59 days
40 - 49 days
30 - 39 days
25 - 29 days
20 - 24 days
15 - 19 days
10 - 14 days
6 - 9 days
1 - 5 days
less than 24 hours
0%
Base: Those that get a quote in the Rent Property market
Note: % of those that get a quote and the length of time UP TO the point of the first quote occurring.
Based on first event in the category.
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
28 Look > Quote
Rent
25% of those that look at
Real Estate classified
sites get a quote from
these sites
Look
Quote
Total
25%
Real Estate Classifieds
25%
Network
19%
Classifieds (Multi-Cat)
13%
Sector Blog/Press
3%
Base: Those that in the Rent Property market
Note: The % of people who look for a product on a site who go on to get a quote on the site
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
29 Property: Sale & Rent
Search
30 Search
Those that request a quote in either the sale or rent
property market are more likely to use search during their
journey and use sponsored search
Sale | All
Sale | Quotation
Rent | All
Rent | Quotation
use search at any
point in the journey
54%
82%
67%
78%
start their journey
with search
36%
45%
48%
50%
searchers who use
sponsored searches
17%
26%
19%
33%
Average number of
searches*
9.3
17.4
7.9
17.1
Base: Sale and Rent in the Property market
Note: % of audience in the Property market; Searches are defined as only those that lead to a relevant site *Searches per searchers
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
31 Number of Searches
Sale | Quotation Rent | Quotation
46% of those that request a quote who
are looking to buy and 49% of those
looking to rent conducted over 6
searches
40%
35%
30%
25%
20%
15%
10%
5%
100+ searches
90 - 99 searches
80 - 89 searches
70 - 79 searches
60 - 69 searches
50 - 59 searches
40 - 49 searches
30 - 39 searches
25 - 29 searches
20 - 24 searches
15 - 19 searches
10 - 14 searches
6 - 9 searches
1 - 5 searches
0%
Base: Those that get a quote in the Sale and Rent Property market
Note: Number of searches made. Searches are defined as only those that lead to a relevant website.
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
32 Brand v Generic Searches
61% of searches conducted by those that request a
quote whilst looking to buy and 69% whilst looking to
rent use generic search terms
Sale | Quotation
Rent | Quotation
% of Searches
% of Searches
Brand Only
Terms
24%
Generic
61%
Brand with
Other
15%
Brand Only
Terms
21%
Brand with
Other
10%
Generic
69%
Base: Those that get a quote in the Sale and Rent Property market
Note: % of searches that were generic, brand only terms & brand with other text; Searches are defined as only those that lead to a relevant website
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
33 Brand v Generic Searchers
79% of those that requested quotes whilst
looking to buy and 88% whilst looking to rent
conducted generic searches
Sale | Quotation
Rent | Quotation
88%
% of Audience
% of Audience
79%
50%
Brand Only Terms
47%
Brand with Other
Generic
44%
45%
Brand Only Terms
Brand with Other
Generic
Base: Those that get a quote in the Sale and Rent Property market
Note: % of searchers that were generic, brand only terms & brand with other text; Searches are defined as only those that lead to a relevant website
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
34 Brand v Generic Overlap
Rent | Quotation
Sale | Quotation
883k searchers
2.1m searchers
49% of searchers used both
brand and generic terms
Brand
Search Only
21.4%
Both
48.6%
52% of searchers used both
brand and generic terms
Generic
Search Only
Brand
Search Only
30.1%
12.4%
Both
51.7%
Generic
Search Only
35.9%
Base: Those that get a quote in the Sale and Rent Property market
Note: The figures shown are the number of people who have made both or only one type of search which lead to a
relevant site; Searches are defined as only those that lead to a relevant website
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
35 Search Paths
Sale | Quotation
Brand searches tend to lead to
further brand searches and the
same is true for generic
searches
B = Brand, G= Generic, N = No further searches
Search
Audience
Brand
1st Search
2.1m
G
B
1.8m
1.6m
58%
42%
2nd Search
3rd Search
Generic
18%
62%
B
G
71% 13%
N
N
16%
20%
B
G
17% 73%
76%
13%
N
10%
B
G
50% 38%
N
G
B
NN
10%
B
12%
G
10% 79%
N
10%
Base: Those that get a quote in the Sale Property market
Note: Each of the first three mobile searches performed by the audience. Figures Tree: % of Audience,
Funnel: Actual Audience; Searches are defined as only those that lead to a relevant website.
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
36 Search Paths
Rent | Quotation
Brand searches tend to lead to
further brand searches and the
same is true for generic
searches
B = Brand, G= Generic, N = No further searches
Search
Audience
1st Search
Brand
883k
B
804k
721k
68%
32%
2nd Search
3rd Search
Generic
64%
B
G
67% 27%
G
N
25%
N
6%
11%
B
G
36% 57%
G
B
83%
9%
N
7%
B
G
52% 19%
N
N
29%
8%
B
6%
G
N
84%
10%
Base: Those that get a quote in the Rent Property market
Note: Each of the first three mobile searches performed by the audience. Figures Tree: % of Audience,
Funnel: Actual Audience; Searches are defined as only those that lead to a relevant website
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
37 Value of Search
Sale | Quotation
Rent | Quotation
Searchers are 1.5 times more
likely to get a quote when
looking to buy compared to all
Searchers are 1.2 times more
likely t to get a quote when
looking to rent compared to all
41%
29%
27%
25%
17%
10%
Total
Searchers
Non Searchers
Total
Searchers
Non Searchers
Base: Those that get a quote in the Sale and Rent Property market
Note: % of those who search or do not search and got a quote; ‘Times’ more likely versus all
Searches are defined as only those that lead to a relevant website. Correlation not cause.
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
38 Conversion Rate: Search
Sale | Quotation Rent | Quotation
All Searches
% who quote based on the number of searches a user does
94%
67%
65%
63%
90%
67%
42%
40%
26%
16%
1 - 5 searches
60 - 69 searches
70 - 79 searches
80 - 89 searches
20+ searches
Base: Those that get a quote in the Sale and Rent Property market
Note: Conversion Rates. Searches are defined as only those that lead to a ‘category’ content site.
Correlation not cause.
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
39 People who click on
sponsored
links are more
likely to get a quote
or purchase
Base: Those that get a quote in the Sale and Rent Property market
Note: A sponsored search/Link is one that requires a Search Engine redirect to point it to the website. Correlation not cause.
Property IT
Source: NetView January - June 2011
Confidential & Proprietary Copyright © 2012 The Nielsen Company
40 Value of Sponsored Search
Sale | Quotation
Rent | Quotation
Those that click on sponsored
searches are 2.3 times more
likely to get a quote when looking
to buy compared to all
Those that click on sponsored
searches are 2.0 times more
likely to get a quote when
looking to rent compared to all
62%
50%
42%
27%
Total
29%
25%
Clicked on
Sponsored Links
Clicked on Natual
Search
Total
Clicked on
Sponsored Links
Clicked on Natual
Search
Base: Those that get a quote in the Sale and Rent Property market
Note: % of those who clicked on the type of search and got a quote; Searches are defined as only those that lead to a relevant website;
A sponsored search/Link is one that requires a Search Engine redirect to point it to the website. Times’ more likely versus all. Correlation not cause.
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
41 Property: Sale & Rent
Journeys
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
42 First Entry Point: Top 10
Sale | Quotation
For 42% of those that get a quote when
looking to buy the first entry point into the
property market is via Google Search
42%
2%
Other: General
Interest Portals &
Communities
1%
1%
Network
2%
Other: Member
Communities
3%
Other:
Classifieds/Auctions
4%
Other: Real
Estate/Apartments
5%
Other: E-mail
Classifieds (MultiCat)
Real Estate
Classifieds
Google Search
8%
Other: Search
22%
Base: Those that get a quote in the Sale Property market
Note: The first entry point of those that a quote; An entry point is defined as the first relevant content page visited, however if this is referred from another web page the
referring page is used. The most likely entry relevant category is shown for both the very first relevant content page.
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
43 Event Session: Top 10
Sale | Quotation
For 45% of those that get a quote when looking to
buy the first page visited in their ‘quotation’ session
is Google Search
45%
4%
4%
4%
3%
2%
Other: Search
Classifieds (MultiCat)
Network
Other: General
Interest Portals &
Communities
2%
Other:
Classifieds/Auctions
4%
Other: E-mail
Other: Real
Estate/Apartments
Real Estate
Classifieds
Google Search
7%
Other: Other
23%
Base: Those that get a quote in the Sale Property market
Note: The event session of those that get a quote; An Entry Point is defined as the first relevant content page visited, however if this is referred
from another web page the referring page is used. Based on the session when the purchase occurred
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
44 Audience Movement in the Sale Property Market
Quotation Session
Sale | Quotation
Start Points in Grey
40%
23%
Real Estate
Classifieds
78%
9%
20%
6%
18%
41%
Classifieds
(Multi-Cat) 4%
22%
9%
12%
6%
Other Search
4%
Networks
45%
15%
3%
16%
Referral
22%
Base: Those that get a quote in the Sale Property market
Note: The movement of audience between sites during a session up to where the quotation took place. *Referral refer only to where the quotation website is the first
relevant content website to be visited in the session.; Arrows represent proportion of users who go from one site type to another in the quotation session.
(Audience movements under 6% not shown)
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
45 Final Arrival Route
Sale | Quotation
Route to ‘Quotation’
Direct = 26%
637,880
Category Referral = 4%
110,776
Non category referral = 22%
Quotation
552,177
2,499,772
Natural Search = 45%
1,119,680
Sponsored Search = 3%
79,258
Base: Those that get a quote in the Sale Property market
Note: All the routes taken to reach a website when getting a quote.
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
46 First Entry Point: Top 10
Rent | Quotation
For 47% of those that get a quote when looking to rent
the first entry point into the Property market was via
Google Search
47%
3%
2%
1%
Other: Member
Communities
1%
Other: General
Interest Portals &
Communities
4%
Other: Real
Estate/Apartments
5%
Network
Other:
Classifieds/Auctions
Classifieds (MultiCat)
Real Estate
Classifieds
Google Search
5%
Other: Search
12%
Other: E-mail
14%
Base: Those that get a quote in the Rent Property market
Note: The first entry point for those that get a quote; An entry point is defined as the first relevant content page visited, however if this is referred from
another web page the referring page is used. The most likely entry relevant category is shown for both the very first relevant content page
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
47 Event Session: Top 10
Rent | Quotation
For 40% of those that get a quote when looking to
rent the first page visited in their ‘quotation’
session is Google Search
40%
5%
5%
4%
4%
Other: Other
Other:
Classifieds/Auctions
Network
2%
Other: General
Interest Portals &
Communities
5%
Other: Search
8%
Other: Real
Estate/Apartments
Classifieds (MultiCat)
Real Estate
Classifieds
Google Search
8%
Other: E-mail
18%
Base: Those that get a quote in the Rent Property market
Note: The event session of those that get a quote; An entry point is defined as the first relevant content page visited, however if this is referred
from another web page the referring page is used. Based on the session when the event occurred
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
48 Audience Movement in the Rent Property Market
Quotation Session
Rent | Quotation
Start Points in Grey
34%
18%
Real Estate
Classifieds
66%
8%
8%
Classifieds
(Multi-Cat) 8%
13%
14%
36%
27%
9%
Networks
13%
7%
Other Search
5%
40%
14%
4%
11%
Referral
26%
Base: Those that get a quote in the Rent Property market
Note: The movement of audience between sites during a session up to where the quotation took place. *Referral refer only to where the quotation website is the first
relevant content website to be visited in the session.; Arrows represent proportion of users who go from one site type to another in the quotation session.
(Audience movements under 7% not shown)
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
49 Final Arrival Route
Rent | Quotation
Route to ‘Quotation’
Direct = 26%
288,288
Category Referral = 5%
53,963
Non category referral = 26%
Quotation
294,043
1,129,843
Natural Search = 40%
453,283
Sponsored Search = 4%
40,266
Base: Those that get a quote in the Rent Property market
Note: All the routes taken to reach a website when getting a quote.
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
50 Property: Sale & Rent
Individual Journeys
51 Journey Path
Sale | Quotation Searches = Sponsored Link Clicked
SEARCHES
SITES
DA
Y
case+moncalieri
case+moncalieri
1
Attico.it
Prendicasa.it
villa+latte+liguria
17
Trovit Homes
Casa.it
Attico.it
cerco casa
toscano
18
Trovo-Casa.net
Tecnocasa
Gruppotoscano.it
cerco casa
site:lastampa.it
+ annunci
immobiliari
20
Immobiliare.it
Tecnocasa
terreno edificabile
torino
21
Trovit Homes
Attico.it
Immobiliare.it
subito.it
22
Subito.it - Immobili
Note: Example Sale Property Journey Paths
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
52 Journey Path cont…
Sale | Quotation Searches = Sponsored Link Clicked
idealista.it
agenzie immobiliari
moncalieri
agenzia immobiliari
moncalieri
offerte
immobiliari torino
immobili trofarello
29
38
39
Idealista
Tecnocasa
Trovit Homes
Casa.it
Attico.it
eureKasa.it
ville e casali
trofarello x2
40
Trovacasa.net
Tecnocasa
casa morgex
49
Casa.it
immobiliare iati
moncalieri
ubique immobili
56
Prendicasa.it
Casa.it x2
Immobiliare.it
Risorse
Immobiliari.it
Immobiliare.it
Note: Example Sale Property Journey Paths
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
53 Journey Path
Sale | Quotation Searches = Sponsored Link Clicked
SEARCHES
DAY
appartamenti
a roma
pirelli re
appartamenti a
roma a 50000
appartamenti
a roma
appartamenti in
vendita in zona
san lorenzo di roma
appartamenti in
vendita in zona
san lorenzo di roma
a 60000
1
SITES
Immobiliare.it
3
Immobiliare.it
Trovit Homes
agenzie immobiliari
a roma x3
immobiliarii
a frosinone x2
pirelli re
case.it
4
eBay
Trovo-Casa.net
Immobiliare.it
Prendicasa.it
Immobiliare.it
Trovacasa.net
Cubocasa.it
Tecnocasa
Subito.it - Immobili
RE/MAX
Pirelli RE
Casa.it
cerco casa a
roma max 50000
9
Bachecacase.com
RisorseImmobiliari.it
15
Casa.it
Note: Example Sale Property Journey Paths
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
54 Journey Path cont…
Sale | Quotation Searches = Sponsored Link Clicked
case
29
Casa.it
35
Casa.it
93
Casa.it
171
Casa.it
Note: Example Sale Property Journey Paths
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
55 Journey Path
Rent | Quotation Searches = Sponsored Link Clicked
SEARCHES
SITES
DA
Y
case in vendita
san felice sul panaro
1
RE/MAX
45
Casa.it
case in affitto a
massa finalese
46
Affitto.it
Casa.it
agentia imobiliare
manu di san
felice sul panaro
48
Casa.it
case in affito a
massa finalese
case in affito a
massa finalese x2
mirandola affitto
51
Immobiliare.it
Nikos.it
Attico.it
Cubocasa.it
Casa.it
agentia imobiliare
manu di san
felice sul panaro x2
agentia manu di
san felice sul
panaro afito
53
Immobiliare.it
Casa.it
Migliori-Case.it
Note: Example Rent Property Journey Paths
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
56 Journey Path
Rent | Quotation Searches = Sponsored Link Clicked
SEARCHES
appartamento in affitto a casorate sempione
appartamento affitto casorate sempione x4
Pirelli
affitto casorate sempione x2
appartamento in affitto casorate sempione – camino x2
appartamento casorate sempione libero subito
appartamento in affitto casorate sempione con camino
appartamento con camino - casorate sempione
DAY
1
SITES
Inmobiliaria.it
Affitto.it
Attico.it
Trovit Homes
Mioaffitto.it
Pirelli RE
Subito.it - Immobili
Cambiocasa.it
Casa.it
Cambiocasa.it
Mioaffitto.it
Casa.it
Affitto.it
Immobiliare.it
RisorseImmobiliari.it
Trovit Homes
eBay
Note: Example Rent Property Journey Paths
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
57 Property: Sale & Rent
Summary
58 Summary
January - June 2011
There are 9.3 million people looking to buy (sale) and
4.5m looking to rent (rent) in the property market
SEARCH
N
GENERIC
Search is an important part of the customer journey.
54% of those looking to buy and 67% of those looking to rent
use search at anytime throughout their journey, increasing to
82% (sale) and 78% (rent) amongst those that request quotes
Those that requested quotes whilst looking to buy and rent
searched an average of 17.4 times and 17.1 times
respectively
79% of those that requested quotes whilst looking to buy and 88%
whilst looking to rent conducted generic searches
Those that click on sponsored searches are 2.3 times more
likely to get a quote whilst looking to buy and 2.0 times more
likely whilst looking to rent compared to all
Property IT
Source: NetView January - June 2011
Copyright © 2012 The Nielsen Company
59 Understanding the Customer Journey
Clickstream Research into the Property Sector
IT
Period: January – June 2011
Copyright © 2012 The Nielsen Company
60 

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