JB Hi-Fi vs Kogan:Which is more popular?
In September 2026, JB Hi-Fi had more branded searches than Kogan among electronics retailers in Australia. JB Hi-Fi had about 2.7 million branded searches, while Kogan had 201,000. JB Hi-Fi made up 56% of all electronics retailer searches we track, and Kogan accounted for 4.1%. When we asked ChatGPT and Google AI Overviews about electronics retailers, JB Hi-Fi appeared in three of the four answers and Kogan in none.
Who do people search for more?
JB Hi-Fi, about 14 searches for every 1 for Kogan
Who does AI mention more?
JB Hi-Fi, mentioned in 3 of 4 answers, Kogan in 0
Who does AI recommend more?
JB Hi-Fi, the only one of the two named
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Top electronics retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, JB Hi-Fi was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Kogan did not appear in any of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- JB Hi-Fi3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
The Good Guys3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Appliances Online3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Betta2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
PLE Computers2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Harvey Norman0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Kogan0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Bing Lee0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about electronics retailers
4 answers
Asked ChatGPT
“Where should I buy electronics in Australia?”
Asked ChatGPT
“What are the best electronics stores in Australia?”
Asked ChatGPT
“What's the best place in Australia to buy a TV?”
Searched Google, AI Overview
“electronics store”
Searched Google, AI Overview
“appliance store”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.
Is JB Hi-Fi or Kogan more popular in search?
This chart shows how often people search Google for JB Hi-Fi and Kogan by name. Each line represents a brand's share of searches for all eight electronics retailers we track, month by month, from searches in Australia.
Share of searches by month for JB Hi-Fi, Kogan. The figures are in the table below the chart.
View monthly share of searches table
| Month | JB Hi-Fi | Harvey Norman | The Good Guys | Kogan | Appliances Online | Bing Lee | Betta | PLE Computers |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 55.1% | 16.4% | 17.1% | 4% | 3.3% | 1.5% | 1.4% | 1.1% |
| Nov 2025 | 55.4% | 16.6% | 17.2% | 4.1% | 2.7% | 1.8% | 1.2% | 0.92% |
| Dec 2025 | 55.9% | 16.8% | 17.3% | 4.1% | 2.2% | 1.5% | 1.2% | 0.92% |
| Jan 2026 | 49% | 21.8% | 16.4% | 4.4% | 3.6% | 2% | 1.6% | 1.2% |
| Feb 2026 | 51% | 18.7% | 17.1% | 4.6% | 3.8% | 2.1% | 1.6% | 1.3% |
| Mar 2026 | 52.1% | 19% | 16.2% | 4.7% | 3.8% | 1.7% | 1.4% | 1.1% |
| Apr 2026 | 47.7% | 21.3% | 18.1% | 4.3% | 4.3% | 1.9% | 1.3% | 1.2% |
| May 2026 | 46.9% | 21% | 17.8% | 5.2% | 4.2% | 1.9% | 1.6% | 1.4% |
| Jun 2026 | 49.2% | 18% | 18.7% | 4.4% | 4.4% | 2.4% | 1.6% | 1.2% |
| Jul 2026 | 48.6% | 17.9% | 18.5% | 5.3% | 4.4% | 2% | 1.9% | 1.5% |
| Aug 2026 | 48.8% | 17.9% | 18.5% | 5.4% | 4.4% | 2% | 1.6% | 1.5% |
| Sep 2026 | 56% | 16.8% | 15.4% | 4.1% | 3.4% | 1.5% | 1.5% | 1.3% |
How has the JB Hi-Fi and Kogan comparison changed over the last 12 months?
3 findings
- JB Hi-Fi was ahead of Kogan in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, JB Hi-Fi’s share of searches among electronics retailers in Australia moved from 55.1% to 56%, and its estimated monthly branded searches moved from 3.4M to 2.7M.
- Across the 12 months ending September 2026, Kogan’s share of searches among electronics retailers in Australia moved from 4% to 4.1%, and its estimated monthly branded searches moved from 246K to 201K.
How did search popularity change for Australia electronics retailers in September 2026?
2 changes
In September 2026, JB Hi-Fi gained share of searches among electronics retailers in Australia, from 48.8% to 56%.
In September 2026, Kogan lost share of searches among electronics retailers in Australia, from 5.4% to 4.1%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using JB Hi-Fi’s and Kogan’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among electronics retailers
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