Brandwave

How popular isFitbit?

In September 2026, people searched for Fitbit by name about 60,500 times in Australia, a 22.2% increase from the previous year. These searches made up 10% of all Australia smartwatch and fitness tracker brand searches, placing Fitbit fourth out of ten brands. When we asked both ChatGPT and Google AI Overviews about smartwatch and fitness tracker brands, Fitbit appeared in two of the five answers and was the fourth most recommended of the ten.

Search and AI answers in September 2026

Fitbit is the fourth most searched of 10 competitors and the fourth most recommended in AI answers.

  1. Apple WatchShare of searches 40.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. OuraShare of searches 22.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. GarminShare of searches 14.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. FitbitShare of searches 10%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  5. Samsung Galaxy WatchShare of searches 6.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd

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Top smartwatch and fitness tracker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Fitbit was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Fitbit is the fourth most recommended of the ten.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Garmin1st
  2. Apple Watch2nd
  3. Samsung Galaxy Watch3rd
  4. Fitbit4th
  5. Amazfit5th
  6. Oura–
  7. WHOOP–
  8. COROS–
  9. Huawei–
  10. Polar–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Garmin5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Apple Watch4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Samsung Galaxy Watch3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Fitbit2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Amazfit1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Oura0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • WHOOP0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • COROS0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Huawei0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Polar0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about smartwatch and fitness tracker brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Which smartwatch and fitness tracker brands compete with Fitbit?

Fitbit against smartwatch and fitness tracker brands in Australia, by month

Share of searches by month for Apple Watch, Oura, Garmin, Fitbit, Samsung Galaxy Watch, WHOOP. The figures are in the table below the chart.

View monthly share of searches table
MonthApple WatchOuraGarminFitbitSamsung Galaxy WatchWHOOPAmazfitCOROSHuaweiPolar
Oct 202549.9%12.3%15%10%7.5%2.5%1.1%0.59%0.89%0.26%
Nov 202549.8%14.9%14.9%8.2%7.5%2.5%0.89%0.39%0.73%0.26%
Dec 202548.5%17.8%14.5%8%6.3%2.9%0.87%0.32%0.71%0.17%
Jan 202641.7%18.6%15.3%10.2%6.6%4.6%1.4%0.49%0.75%0.27%
Feb 202644.5%16.4%16.4%9%7.1%4%1.2%0.53%0.8%0.22%
Mar 202642.8%19.3%15.8%8.6%6.8%3.9%1.2%0.62%0.77%0.21%
Apr 202641.1%22.5%15.1%8.3%6.2%3.7%1.3%0.74%0.74%0.27%
May 202639%21.3%14.3%11.7%6.2%4.3%1.3%0.7%0.85%0.25%
Jun 202637.6%25.2%13.8%11.3%6%3.4%1.2%0.54%0.67%0.19%
Jul 202637.9%25.4%13.9%9.3%7.4%3.4%1.2%0.55%0.68%0.17%
Aug 202636.7%24.6%16.4%9%6.7%4%0.98%0.66%0.66%0.15%
Sep 202640.5%22.2%14.9%10%6.1%3.7%1.1%0.72%0.72%0.16%

  1. 1.Apple Watch

    40.5%

    Held 1st. 246K estimated branded searches, 0% vs prior month. Share +3.8 points.

  2. 2.Oura

    22.2%

    Held 2nd. 135K estimated branded searches, -18.2% vs prior month. Share -2.4 points.

  3. 3.Garmin

    14.9%

    Held 3rd. 90.5K estimated branded searches, -17.7% vs prior month. Share -1.5 points.

  4. 4.Fitbit

    10%

    Held 4th. 60.5K estimated branded searches, 0% vs prior month. Share +0.9 points.

  5. 5.Samsung Galaxy Watch

    6.1%

    Held 5th. 37K estimated branded searches, -18.1% vs prior month. Share -0.7 points.

  6. 6.WHOOP

    3.7%

    Held 6th. 22.2K estimated branded searches, -18.1% vs prior month. Share -0.4 points.

  7. 7.Amazfit

    1.1%

    Held 7th. 6.6K estimated branded searches, 0% vs prior month. Share +0.1 points.

  8. 8.COROS

    0.72%

    Held 8th. 4.4K estimated branded searches, 0% vs prior month. Share +0.1 points.

  9. 9.Huawei

    0.72%

    Held 9th. 4.4K estimated branded searches, 0% vs prior month. Share +0.1 points.

  10. 10.Polar

    0.16%

    Held 10th. 1K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between Fitbit and its closest rivals

Every comparison with Fitbit

9 comparisons

How has branded search demand for Fitbit changed in Australia over the last 12 months?

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Fitbit in Australia rose from 49.5K to 60.5K.
  • Across the 12 months ending September 2026, Fitbit’s share of searches among smartwatch and fitness tracker brands in Australia peaked at 11.7% in May 2026 and was lowest at 8% in December 2025.

How did search popularity change for Australia smartwatch and fitness tracker brands in September 2026?

6 changes

  1. In September 2026, Apple Watch gained share of searches among smartwatch and fitness tracker brands in Australia, from 36.7% to 40.5%.

  2. In September 2026, Fitbit gained share of searches among smartwatch and fitness tracker brands in Australia, from 9% to 10%.

  3. In September 2026, Oura lost share of searches among smartwatch and fitness tracker brands in Australia, from 24.6% to 22.2%.

  4. In September 2026, Garmin lost share of searches among smartwatch and fitness tracker brands in Australia, from 16.4% to 14.9%.

  5. In September 2026, Samsung Galaxy Watch lost share of searches among smartwatch and fitness tracker brands in Australia, from 6.7% to 6.1%.

  6. Estimated monthly branded searches for WHOOP in Australia rose 83.5% over 12 measured months, from 12.1K to 22.2K in September 2026.

How are Fitbit’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Fitbit’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • fitbit

How the Brand Demand Index is measured

Who owns Fitbit?

Fitbit is owned by Google. Brandwave also tracks Google Chromecast, Google Nest, Google Nest Wifi and Google Pixel, owned by the same company, in Australia.

Do you work for Fitbit? To request corrections or removal please contact us via our support page and we will be happy to assist.

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