--- title: "Bose: search popularity in Australia" description: "Bose offers portable Bluetooth speakers. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/brands/bose" publisher: "Brandwave" --- # Bose: search popularity in Australia Bose offers portable Bluetooth speakers. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Bose - **Market**: Australia - **Measured month**: Sep 2026 - **Share of Search among headphone brands**: 9.7% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Headphone brands | 3 | 9.7% | 39.2K | | Speaker brands | 6 | 6.4% | 9.9K | - [Headphone brands](/demand/au/categories/au-headphone-brands) - [Speaker brands](/demand/au/categories/au-speaker-brands) ## Top headphone brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Bose was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Bose is the second most recommended of the ten. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Sony | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Bose | 2nd | 2 of 3 | 2 of 2 | 4 of 5 | | Apple AirPods | 3rd | 3 of 3 | 2 of 2 | 5 of 5 | | Soundcore | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | Sennheiser | 5th | 1 of 3 | 1 of 2 | 2 of 5 | | JBL | Not ranked | 0 of 3 | 1 of 2 | 1 of 5 | | Beats | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Skullcandy | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Jabra | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Marshall | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about headphone brands - Asked ChatGPT "What are the best noise cancelling headphones?": 1. Sony, 2. Bose, 3. Sennheiser, 4. Apple AirPods - Asked ChatGPT "Which wireless earbuds should I buy in Australia?": 1. Sony, 2. Apple AirPods, 3. Soundcore - Asked ChatGPT "Which headphones are best for travel?": 1. Sony, 2. Bose, 3. Soundcore, 4. Apple AirPods - Searched Google, AI Overview "noise cancelling headphones": 1. Sony, 2. Bose, 3. Soundcore, 4. JBL, 5. Apple AirPods - Searched Google, AI Overview "best headphones": 1. Sony, 2. Bose, 3. Apple AirPods, 4. Sennheiser Not named in any answer: Beats, Skullcandy, Jabra and Marshall. Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026. ## How has branded search demand for Bose changed in Australia over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Bose in Australia rose from 42K to 49.1K. - Across the 12 months ending September 2026, Bose’s share of searches among headphone brands in Australia peaked at 9.8% in November 2025 and was lowest at 8.1% in March 2026. - Across the 12 months ending September 2026, Bose’s share of searches among speaker brands in Australia decreased from 7.2% to 6.4%. - Across the 12 months ending September 2026, Bose’s share of searches among speaker brands in Australia peaked at 8.5% in May 2026 and was lowest at 6.3% in August 2026. - Across the 12 months ending September 2026, Bose fell from 4th to 6th among speaker brands in Australia. ## How did search popularity change for Australia headphone brands in September 2026? - In September 2026, Beats gained share of searches among headphone brands in Australia, from 3.7% to 6.7%. - In September 2026, JBL lost share of searches among headphone brands in Australia, from 8.6% to 7.4%. - In September 2026, Apple AirPods lost share of searches among headphone brands in Australia, from 61.6% to 60.7%. - Estimated monthly branded searches for Soundcore in Australia rose 123.1% over 12 measured months, from 1.3K to 2.9K in September 2026. - Estimated monthly branded searches for Skullcandy in Australia rose 22.7% over 12 measured months, from 6.6K to 8.1K in September 2026. - Estimated monthly branded searches for Sony in Australia rose 22.2% over 12 measured months, from 32.5K to 39.7K in September 2026. ## How did search popularity change for Australia speaker brands in September 2026? - In September 2026, Ultimate Ears overtook Marshall to rank 3rd among speaker brands in Australia, with 8% of the searches. - In September 2026, JBL gained share of searches among speaker brands in Australia, from 46.9% to 48.1%. - In September 2026, Marshall lost share of searches among speaker brands in Australia, from 9.4% to 7.9%. - Estimated monthly branded searches for Edifier in Australia rose 24.1% over 12 measured months, from 2.9K to 3.6K in September 2026. - Estimated monthly branded searches for Bang & Olufsen in Australia rose 22.2% over 12 measured months, from 8.1K to 9.9K in September 2026. - Estimated monthly branded searches for Bowers & Wilkins in Australia fell 18.2% over 12 measured months, from 4.4K to 3.6K in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Headphone brands | 32.1K | 9.6% | 3 | | Nov 2025 | Headphone brands | 47.9K | 9.8% | 3 | | Dec 2025 | Headphone brands | 39.2K | 8.3% | 3 | | Jan 2026 | Headphone brands | 28K | 8.7% | 3 | | Feb 2026 | Headphone brands | 26.2K | 9.5% | 3 | | Mar 2026 | Headphone brands | 26.2K | 8.1% | 4 | | Apr 2026 | Headphone brands | 26.2K | 9.6% | 3 | | May 2026 | Headphone brands | 30.3K | 9.3% | 3 | | Jun 2026 | Headphone brands | 32.1K | 9.7% | 3 | | Jul 2026 | Headphone brands | 32.1K | 9.6% | 3 | | Aug 2026 | Headphone brands | 37K | 9.3% | 3 | | Sep 2026 | Headphone brands | 39.2K | 9.7% | 3 | | Oct 2025 | Speaker brands | 9.9K | 7.2% | 4 | | Nov 2025 | Speaker brands | 14.8K | 7.2% | 5 | | Dec 2025 | Speaker brands | 14.8K | 6.9% | 4 | | Jan 2026 | Speaker brands | 9.9K | 7.4% | 4 | | Feb 2026 | Speaker brands | 8.1K | 8% | 4 | | Mar 2026 | Speaker brands | 8.1K | 7.7% | 4 | | Apr 2026 | Speaker brands | 8.1K | 6.6% | 5 | | May 2026 | Speaker brands | 9.9K | 8.5% | 3 | | Jun 2026 | Speaker brands | 9.9K | 7.4% | 4 | | Jul 2026 | Speaker brands | 9.9K | 7.4% | 5 | | Aug 2026 | Speaker brands | 9.9K | 6.3% | 6 | | Sep 2026 | Speaker brands | 9.9K | 6.4% | 6 | ## How are Bose’s branded searches counted? Brandwave collects information about searches that people make online using Bose’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading. - “bose earbuds” - “bose headphones” - “bose speaker” ## Which headphone brands compete with Bose? - [Apple AirPods](/demand/au/brands/airpods): Head-to-head: /demand/au/compare/airpods-vs-bose - [Sony](/demand/au/brands/sony): Head-to-head: /demand/au/compare/bose-vs-sony - [JBL](/demand/au/brands/jbl): Head-to-head: /demand/au/compare/bose-vs-jbl - [Beats](/demand/au/brands/beats): Head-to-head: /demand/au/compare/beats-vs-bose - [Skullcandy](/demand/au/brands/skullcandy): Head-to-head: /demand/au/compare/bose-vs-skullcandy - [Jabra](/demand/au/brands/jabra) - [Sennheiser](/demand/au/brands/sennheiser) - [Marshall](/demand/au/brands/marshall-audio) - [Soundcore](/demand/au/brands/soundcore) ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "Bose: search popularity in Australia". https://gobrandwave.com/demand/au/brands/bose This page is also available as HTML at https://gobrandwave.com/demand/au/brands/bose. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.