What is your neighbour doing online?
Orla Molloy
Dublin
Daft user survey results, 9th April, 2008
A recent survey found that our appetite for all that is property continues to grow.
The survey, which was carried out by research firm iReach on behalf of Daft.ie, asked 1825 people about their use of the Daft website and their behavioural habits. The online survey found that while the majority of people were on the site with a view to buying a home, some 41% of visitors were there for research purposes.
Commenting on the findings, Anne Marie Boyhan, Marketing Manager of Daft.ie said "The results highlight the increased importance of Daft.ie not only when you are buying a home, but also for research purposes. In addition to checking out properties for sale and for rent, users are checking out house prices in their area and browsing interiors.
As property moves more and more online, your neighbour is sure to know what asking price you are seeking, and what the inside of your attic conversion now looks like!
She continued "Another interesting finding is that 62% of users are female, although the gender bias shifts to male as users get older. Females are more likely to visit the site every day whereas males will more likely visit the site once a week or once a month with 59% of males falling into this category"
The survey also tells us that Property is also a pursuit of those with disposable income, with 77% of Daft.ie users in the ABC1 bracket.
"The age profile reflects the fact that the audience on Daft has grown up since we launched 10 years ago, with the most popular age bracket being 25-34 followed by 34-45" concluded Boyhan.
The survey also found that people are now leaving the office more and more during their lunch hours as Internet access may be blocked at work for people working in larger corporations. This was reflected by a higher percentage of people starting to access the site after 5pm, further highlighting the need for robust broadband solutions nationwide.
About Daft.ie
Established in 1997, Daft.ie is Ireland's biggest property website and the largest advertising medium in the state for residential property for sale, commercial property and residential property to let. In 2007 over €60 billion of property was sold through Daft and over €1.1 billion in rent was collected. Daft is a trusted advertising medium used by leading consumer and financial brands to reach an audience of 813,000 users a month.
http://www.daft.ie
About iReach
iReach are an Irish market research firm based in Blackrock, Co.Dublin. Founded in 2004 by Oisin Byrne, the company has grown to become a full service research agency, with Business to Business and Business to Consumer research capabilities.
http://www.ireach.ie/
Contact: Anne Marie Boyhan
Annemarie@daft.ie Tel 01 421 8700