How Accurate is the Zillow Monthly Unique Users number?
With Zillow being notorious for it's inaccurate Zestimates it begs the question how accurate is the Unique User numbers that they publish each month. A couple of days ago they posted a 'record 50 million unique users for March', which when adjusted for days in month is only up 4% on February, so hardly stellar growth for a business with a PE ratio of 290.
I would suggest that a person who views Zillow on a home computer may also view it on a workplace computer and a mobile device as well. Is Zillow smart enough to differentiate between these different IP addresses? I doubt it very much. Similarly there will be people who view Zillow, then go to Mortech, or Rent Juice, or Hotpads and view pages there too. Is Zillow able to identify these users as not 'unique'? Again I don't think so and it raises the question of how many Unique Users are actually "duplicate users". I am sure that advertisers are interested in that question too. Anyone got any thoughts or clarifications on this topic?