--- title: "Mitre 10 vs Total Tools: Which is searched more in Australia?" description: "Is Mitre 10 or Total Tools more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Hardware stores set in Australia. 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/compare/mitre-10-vs-total-tools" publisher: "Brandwave" --- # Mitre 10 vs Total Tools: Which is searched more in Australia? Is Mitre 10 or Total Tools more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Hardware stores set in Australia. 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 - **Compared**: Mitre 10 and Total Tools - **Competitive set**: Hardware stores - **Market**: Australia - **Month measured**: Sep 2026 - **Mitre 10 Share of Search**: 4.7% - **Total Tools Share of Search**: 7.1% ## Is Mitre 10 or Total Tools more popular in search? - In September 2026, Total Tools had more branded searches than Mitre 10 among hardware stores in Australia. Total Tools had about 301,000 branded searches, while Mitre 10 had 201,000. Total Tools made up 7.1% of all hardware store searches we track, and Mitre 10 accounted for 4.7%. - Total Tools was ahead of Mitre 10 in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Mitre 10’s share of searches among hardware stores in Australia moved from 4.8% to 4.7%, and its estimated monthly branded searches moved from 246K to 201K. - Across the 12 months ending September 2026, Total Tools’ share of searches among hardware stores in Australia moved from 7.2% to 7.1%, and its estimated monthly branded searches moved from 368K to 301K. ## Top hardware stores in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Mitre 10 was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Total Tools was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Total Tools was listed before Mitre 10 in two out of three answers. 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 | | --- | --- | --- | --- | --- | | Bunnings | 1st | 3 of 3 | 0 of 1 | 3 of 4 | | Total Tools | 2nd | 3 of 3 | 0 of 1 | 3 of 4 | | Mitre 10 | 3rd | 2 of 3 | 1 of 1 | 3 of 4 | | Sydney Tools | 4th | 3 of 3 | 0 of 1 | 3 of 4 | | Home Hardware | 5th | 1 of 3 | 0 of 1 | 1 of 4 | ## Every AI answer about hardware stores - Asked ChatGPT "Where should I buy tools and hardware in Australia?": 1. Bunnings, 2. Total Tools, 3. Sydney Tools, 4. Mitre 10 - Asked ChatGPT "What are the best hardware stores in Australia?": 1. Bunnings, 2. Mitre 10, 3. Total Tools, 4. Home Hardware, 5. Sydney Tools - Asked ChatGPT "What's the best store in Australia for power tools?": 1. Total Tools, 2. Bunnings, 3. Sydney Tools - Searched Google, AI Overview "hardware store": 1. Mitre 10 Brands are listed in the order each answer named them. The answers were collected in Australia on October 22, 2026. ## How did search popularity change for Australia hardware stores in September 2026? - In September 2026, Total Tools lost share of searches among hardware stores in Australia, from 8.4% to 7.1%. - Mitre 10’s share of searches among hardware stores in Australia has gained ground for 3 months in a row, from 3.6% to 4.7% in September 2026. ## Month by month | Month | Mitre 10 estimated searches | Mitre 10 Share of Search | Mitre 10 rank | Total Tools estimated searches | Total Tools Share of Search | Total Tools rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 246K | 4.8% | 4 | 368K | 7.2% | 3 | | Nov 2025 | 246K | 4% | 4 | 450K | 7.3% | 3 | | Dec 2025 | 301K | 4.9% | 4 | 368K | 6% | 3 | | Jan 2026 | 246K | 4.8% | 4 | 368K | 7.2% | 3 | | Feb 2026 | 201K | 4.7% | 4 | 301K | 7.1% | 3 | | Mar 2026 | 201K | 4.7% | 4 | 301K | 7.1% | 3 | | Apr 2026 | 201K | 4.7% | 4 | 301K | 7.1% | 3 | | May 2026 | 201K | 4.6% | 4 | 368K | 8.4% | 3 | | Jun 2026 | 165K | 3.6% | 4 | 450K | 9.9% | 3 | | Jul 2026 | 165K | 3.9% | 4 | 301K | 7.2% | 3 | | Aug 2026 | 201K | 4.6% | 4 | 368K | 8.4% | 3 | | Sep 2026 | 201K | 4.7% | 4 | 301K | 7.1% | 3 | ## How each brand is measured Brandwave collects information about searches that people make online using Mitre 10’s and Total Tools’ 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. - **Mitre 10**: Measured on the search term “mitre 10”. - **Total Tools**: Measured on the search term “total tools”. - [Mitre 10 profile](/demand/au/brands/mitre-10) - [Total Tools profile](/demand/au/brands/total-tools) - [All hardware stores in Australia](/demand/au/categories/au-hardware-stores): The set both shares are measured inside, 5 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Mitre 10 or Total Tools more popular in search? In September 2026, Total Tools had more branded searches than Mitre 10 among hardware stores in Australia. Total Tools had about 301,000 branded searches, while Mitre 10 had 201,000. Total Tools made up 7.1% of all hardware store searches we track, and Mitre 10 accounted for 4.7%. ## Cite this page Brandwave. "Mitre 10 vs Total Tools: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/mitre-10-vs-total-tools This page is also available as HTML at https://gobrandwave.com/demand/au/compare/mitre-10-vs-total-tools. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.