Gumtree relaunch boosts users by 24%

Gumtree is on track to achieve its aim of becoming the biggest British digital brand in the UK after a relaunch last year boosted visitors by 24%.

Gumtree: aims to be top digital brand
Gumtree: aims to be top digital brand

Hannah Wilson, head of marketing at Gumtree, said the classifieds site attracted an average of 17.8 million monthly visitors in 2016, up from 14.4 million the previous year. She said this is evidence of the changes that began a year ago taking effect.

Wilson added that Gumtree was serious about its long-term objective of becoming the number-one British digital brand. This is an ambitious target given that the current number one, the BBC, has 37.8 million monthly visitors, according to comScore data published in June last year.

She said: "People can be sceptical but you only have to look at our sister companies – Gumtree South Africa and Australia, and Kijiji in Canada. They’ve got massive reach." 

Each of those companies is among the top 15 most-visited sites in its country. In South Africa, Gumtree is the fifth-most-popular site, according to Alexa data.

The relaunch also increased Gumtree’s app downloads by 3.3 million during 2016 to 15.2 million.

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Is John Lewis losing its retailing crown?

Following a series of news stories highlighting issues such as job cuts and payments below the minimum wage, is the shine coming off John Lewis? Or is this simply a readjustment process that any major retailer might have to endure to emerge stronger?

Making media fun again: why we must free our industry from outdated models

1 Making media fun again: why we must free our industry from outdated models

The industry needs an audience-first media revolution that balances brand and outcomes, writes Mindshare's global chief executive.