What is the fastest growing digital category in 2023?
Despite
record levels of inflation and rising mortgage rates, Ipsos iris data
shows that Homes & Property has seen the largest increase in
audience between Q4 2022 and Q1 2023, with almost 2.4 million (+11%)
more people consuming content.
Property listing and searching
brands are among the biggest driving factors behind this rise, with a
2.3 million (+14%) increase in audience. Rightmove, the largest brand in this category, has seen a considerable increase of 2.0m (+16%) over this period.
Prospective
homeowners earning between £20,000 – £49,000 drove the biggest increase
in audience, with an additional 1.2m (+17%) using Rightmove in the
first quarter of 2023.
Ipsos iris utilises UKOM
endorsed data to help you identify trends at a macro, category, and
competitor level so you can understand your market and make informed
business decisions.