One in three property searches is now performed using a mobile device, according to latest figures from Rightmove [1]. Mobile use has surged from around one in four searches at the end of 2011 [2], as home-hunters continue to adopt the latest mobile devices – a trend that shows no sign of slowing down with the recently announced launches of the iPad Mini and Microsoft Surface.
At the same time, an independent survey by Research Now found that 57% of active home-hunters have used a mobile device during their property search. As part of its survey, Research Now also asked home-hunters which property brand they turned to first on mobile, finding that more than two thirds (67%) identified Rightmove as their first port-of-call [3]. Tracking of mobile device users’ activity on Rightmove also shows they sent nearly 200,000 e-mail enquiries to agents last month [4].
Rightmove director Miles Shipside comments: “Apps and mobile platforms are ideally suited to home-hunting, providing people with the ability to locate properties around them using GPS, make instant calls and emails, and search and research on the move. We’ve invested consistently in mobile platforms in recent years to make sure advertisers with Rightmove can take full advantage of this consumer trend. Consumer feedback shows that users enjoy the unique way mobile platforms present properties, such as the easy-to-browse grid and map results available on the Rightmove iPad app.”
Rightmove’s investments in mobile this year have included the launch of a new Android app, iPad app, and iPad Agent Presenter app exclusively for Rightmove member agents to use in the home. Each mobile development is tested extensively with home-hunters to ensure Rightmove member agents benefit as much as possible, ensuring their properties stand out to invite leads and enquiries.
Shipside adds: “It was always a question of when rather than if mobile would grow into a key component of the property search process. With one in three Rightmove searches being performed via mobile, it shows this technology is now really ‘taking off’. The investments we have made over the past few years ensure that Rightmove advertisers are getting the competitive edge when it comes to reaching home-hunters by capitalising on this upwards trend.”
[1] Rightmove site stats (September 2012)
[2] Rightmove site stats (2011)
[3] Research Now independent consumer survey (October 2012)
[4] Rightmove site stats (September 2012)