Classified advertising is estimated to have grown circa 7% in the UK in 2024, and forecast to grow 4% in 2025. Specialist platforms own these marketplaces, with both consumer and industry network effects the driving force behind platform strength

Online platforms are gradually becoming vertical-specific search providers, with dominant players Rightmove and Auto Trader looking for further growth through integrations up and down their respective value chains

The properties vertical is bouncing back as buyers adjust to ‘higher for longer’ interest rates, while recruitment sees ongoing polarisation amidst ongoing uptake of employer-facing AI. Autos, insulated from interest rates, grapples with the looming sector shift of EV quotas

This is the second of three reports in our annual review of vertical marketplaces (classifieds), focused on property, and follows Vertical marketplaces overview and recruitment classified outlook [2016-116]

Stamp duty reforms and the impact of the Brexit referendum triggered a -10% fall in UK residential property sales between April and October 2016 and the consensus among estate agents and commentators is that the property slowdown will continue into 2016/17 as buyer confidence recedes. As a result, we expect UK property classified advertising to slip into decline in 2016/17 driven by losses in print, while online advertising growth will slow to low single digits

In the online market, while Rightmove continues to deliver outstanding financial results from its simple listings model, we believe that a new phase of innovation is imminent. Consumers are demanding enhanced services through data and personalisation, and there is clear potential for virtual/augmented reality and artificial intelligence to disrupt the market in the longer term