Billabong vs Florence Marine X:Which is more popular?
In September 2026, Billabong had more branded searches than Florence Marine X among surf brands worldwide. Billabong had about 450,000 branded searches, while Florence Marine X had 9,900. Billabong made up 9.4% of all surf brand searches we track, and Florence Marine X accounted for 0.21%. When we asked ChatGPT and Google AI Overviews about surf brands, Billabong appeared in four of the five answers and Florence Marine X in three. Billabong was mentioned before Florence Marine X in every answer that named either.
Who do people search for more?
Billabong, about 45 searches for every 1 for Florence Marine X
Who does AI mention more?
Billabong, mentioned in 4 of 5 answers, Florence Marine X in 3
Who does AI recommend more?
Billabong, named ahead of Florence Marine X in 4 of 4 answers
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Top surf brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Billabong was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Florence Marine X was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. Billabong was listed before Florence Marine X in every answer that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Rip Curl1st- Billabong2nd
O'Neill3rd
Vissla4th
Patagonia5th- Outerknown6th
Quiksilver7th
Xcel8th- Florence Marine X9th
Volcom10th- +1 more
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Rip Curl5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- O'Neill5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Billabong4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Vissla4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Patagonia3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Quiksilver3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Outerknown3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Florence Marine X3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Xcel3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Roxy1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about surf brands
5 answers
Asked ChatGPT
“Which surf brand should I buy?”
Asked ChatGPT
“What are the best surf brands?”
Asked ChatGPT
“What's the best surf brand for beach and surf wear?”
Searched Google, AI Overview
“surf brands”
Searched Google, AI Overview
“surf clothing brand”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Billabong or Florence Marine X more popular in search?
This chart shows how often people search Google for Billabong and Florence Marine X by name. Each line represents a brand's share of searches for all 11 surf brands we track, month by month, from English-language searches worldwide.
Share of searches by month for Billabong, Florence Marine X. The figures are in the table below the chart.
View monthly share of searches table
| Month | Patagonia | Roxy | Billabong | Rip Curl | O'Neill | Quiksilver | Volcom | Outerknown | Vissla | Florence Marine X | Xcel |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 66.2% | 7.3% | 7.3% | 6% | 4% | 4% | 4% | 0.66% | 0.36% | 0.13% | 0.2% |
| Nov 2025 | 66.6% | 7.3% | 7.3% | 6% | 4.1% | 3.3% | 4% | 0.66% | 0.36% | 0.13% | 0.2% |
| Dec 2025 | 61.7% | 8.3% | 8.3% | 6.8% | 4.6% | 4.5% | 4.5% | 0.61% | 0.33% | 0.15% | 0.18% |
| Jan 2026 | 60.7% | 10% | 8.2% | 6.7% | 4.5% | 4.5% | 4.5% | 0.49% | 0.33% | 0.12% | 0.15% |
| Feb 2026 | 63.6% | 8.5% | 8.5% | 5.7% | 4.7% | 3.8% | 3.8% | 0.63% | 0.34% | 0.15% | 0.15% |
| Mar 2026 | 59.4% | 9.7% | 9.7% | 6.5% | 5.4% | 4.4% | 3.6% | 0.59% | 0.39% | 0.18% | 0.18% |
| Apr 2026 | 55% | 11% | 11% | 7.4% | 5% | 4.9% | 4% | 0.66% | 0.45% | 0.2% | 0.24% |
| May 2026 | 54.4% | 10.9% | 10.9% | 7.3% | 6% | 4.9% | 4% | 0.66% | 0.54% | 0.2% | 0.24% |
| Jun 2026 | 54.4% | 10.9% | 10.9% | 7.3% | 6% | 4.9% | 4% | 0.66% | 0.54% | 0.24% | 0.2% |
| Jul 2026 | 52.4% | 12.9% | 10.5% | 7% | 7.1% | 4.7% | 3.8% | 0.63% | 0.52% | 0.23% | 0.19% |
| Aug 2026 | 54.3% | 10.9% | 10.9% | 7.3% | 6% | 4.9% | 4% | 0.8% | 0.54% | 0.24% | 0.2% |
| Sep 2026 | 57% | 11.4% | 9.4% | 6.3% | 5.2% | 5.1% | 4.2% | 0.69% | 0.46% | 0.21% | 0.21% |
How has the Billabong and Florence Marine X comparison changed over the last 12 months?
3 findings
- Billabong was ahead of Florence Marine X in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Billabong’s share of searches among surf brands worldwide moved from 7.3% to 9.4%, and its estimated monthly branded searches held steady at 450K.
- Across the 12 months ending September 2026, Florence Marine X’s share of searches among surf brands worldwide moved from 0.13% to 0.21%, and its estimated monthly branded searches moved from 8.1K to 9.9K.
How did search popularity change for surf brands worldwide in September 2026?
3 changes
In September 2026, Roxy overtook Billabong to rank 2nd among surf brands worldwide, with 11.4% of the searches.
In September 2026, Billabong lost share of searches among surf brands worldwide, from 10.9% to 9.4%.
Estimated monthly branded searches for Florence Marine X worldwide rose 22.2% over 12 measured months, from 8.1K to 9.9K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Billabong’s and Florence Marine X’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.
Billabong
1 branded search term
- billabong
Florence Marine X
1 branded search term
- florence marine x
Other head-to-heads among surf brands
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