Brandwave

How popular isFi in search?

In September 2026, there were an estimated 28.7K branded searches for Fi worldwide which is down 18.6% over the last 12 months. Fi holds 0.49% estimated Share of Search among pet GPS tracker brands worldwide and is ranked 3rd of 4 competitors for search popularity. These are worldwide searches for English-language branded terms.

Share of Search, September 2026
  1. Garmin91.2%
  2. Apple AirTag8.2%
  3. Fi0.49%
  4. Tractive0.1%
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Which pet GPS tracker brands compete with Fi?

Fi against pet GPS tracker brands worldwide, by month

Share of Search by month for Garmin, Apple AirTag, Fi. The figures are in the table below the chart.

View monthly share of search table
MonthGarminApple AirTagFiTractive
Oct 202587.5%11.7%0.7%0.11%
Nov 202587.5%11.7%0.7%0.11%
Dec 202587.3%11.7%0.86%0.17%
Jan 202685.2%13.9%0.69%0.17%
Feb 202689.3%9.8%0.72%0.21%
Mar 202689.3%9.8%0.72%0.22%
Apr 202691.1%8.2%0.6%0.18%
May 202687.6%11.7%0.58%0.14%
Jun 202687.4%11.7%0.71%0.14%
Jul 202687.4%11.7%0.71%0.14%
Aug 202689.6%9.8%0.48%0.1%
Sep 202691.2%8.2%0.49%0.1%

  1. 1.Garmin

    91.2%

    Held 1st. 3.4M estimated branded searches, -18% vs prior month. Share +1.7 points.

  2. 2.Apple AirTag

    8.2%

    Held 2nd. 301K estimated branded searches, -33.1% vs prior month. Share -1.7 points.

  3. 3.Fi

    0.49%

    Held 3rd. 18.1K estimated branded searches, -18.5% vs prior month. Share 0 points.

  4. 4.Tractive

    0.1%

    Held 4th. 3.6K estimated branded searches, -18.2% vs prior month. Share 0 points.

Compare search popularity between Fi and its closest rivals

Every comparison with Fi

How has branded search demand for Fi changed worldwide over the last 12 months?

  • Across the 12 months ending September 2026, estimated monthly branded searches for Fi worldwide fell from 35.3K to 28.7K.
  • Across the 12 months ending September 2026, Fi’s estimated Share of Search among pet GPS tracker brands worldwide held steady, from 0.7% to 0.49%.

How did search popularity change for pet GPS tracker brands worldwide in September 2026?

  1. In September 2026, Garmin gained estimated Share of Search among pet GPS tracker brands worldwide, from 89.6% to 91.2%.

  2. In September 2026, Apple AirTag lost estimated Share of Search among pet GPS tracker brands worldwide, from 9.8% to 8.2%.

  3. Estimated monthly branded searches for Fi worldwide fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026.

Where does Fi compete?

Fi is ranked in four competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of SearchRanking
Pet GPS tracker brands3rd of 40.49%Shown above
Dog GPS tracker brands3rd of 50.8%Show ranking
Cat tracker brands2nd of 318.9%Show ranking
GPS collar brands1st of 349.6%Show ranking

How is Fi measured?

Brandwave collects information about searches that people make online using Fi’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.

3 branded search terms

  • fi collar
  • fi dog collar
  • tryfi

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

How the Brand Demand Index is measured

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