Zoopla says new research reveals the UK challenger portal has achieved "a record level of national brand awareness" following its latest marketing campaign and as a result has overtaken Rightmove for the first time.
But the research also shows Rightmove is still ahead in terms of which portals consumers use.
According to the research, conducted by Harris Interactive between 25-29 April 2016, Zoopla has now taken the top spot among UK property portals in terms of 'prompted brand awareness', where consumers are asked if they recognise certain brands.
Of the more than 1,000 adults questioned across the UK on prompted brand awareness, the research reveals 87 per cent recognised Zoopla versus 83 per cent for Rightmove.
In terms of 'spontaneous brand awareness', where consumers are asked which property websites they can name, Zoopla also came out on top at 45 per cent versus 40 per cent for Rightmove and 4 per cent for OntheMarket.
However, when asked which property search websites they had ever used, Rightmove remains ahead on 50 per cent versus 46 per cent for Zoopla and 6 per cent for OntheMarket.
Other interesting data the research reveals is the usage of property portals in the UK, which is at an all-time high with almost half the population (47 per cent) having used a property search website in the last 12 months.
62 per cent of those questioned claim the portals an agent advertises on would factor in their selection of an agent when selling or letting their home, up from 53 per cent earlier this year.