How is Zillow Targeting Younger Users?

Although Zillow (NASDAQ:Z) is keeping mum about a rumored bid to buy rental marketing software company RentJuice, the Internet real estate portal has announced the launch of a free dedicated rentals app on Google’s (NASDAQ:GOOG) Android platform, TechCrunch reported.

Mobile is where it’s at for Zillow: Forty percent of its weekend traffic comes from mobile devices. Zillow Rentals — the new dedicated rentals app — is the latest in the company’s string of 10 mobile apps. With the app, would-be renters can quickly and efficiently view large numbers of properties, according to Zillow marketing vice president Jerry Wacksman.

But why did the company pick Android over iPhone for the launch? According to Wacksman, Zillow’s Android users “tend to skew younger” and the company believed this group could “benefit from an app developed specifically with renters in mind.” Zillow plans to eventually expand the app to other platforms, he said. Zillow’s other apps work on Apple’s (NASDAQ:AAPL) iPhone and iPad, as well as Amazon’s (NASDAQ:AMZN) Kindle Fire, which runs on Android, Microsoft’s (NASDAQ:MSFT) Windows Phones, and Research in Motion’s (RIM) BlackBerrys.

Zillow Rentals offers some unique new features, including access to rent “Zestimates,” which are Zillow’s proprietary price estimates on around 100 million U.S. rentals. Users can also create side-by-side comparison lists of properties, create boundaries around specific areas to limit searches by geography, search based on the date a rental was posted, receive alerts when properties that match their criteria are posted, and contact owners and landlords directly via the app.

Zillow has been focusing more on the rental market recently because of growing activity in that segment. According to Wacksman, the company’s U.S. activities are still experiencing “tremendous” growth, so Zillow has no immediate plans to expand to other countries.