Brandwave

How popular isBose?

In September 2026, people searched for Bose by name about 15,700 times in New Zealand, a 5.5% decrease from the previous year. These searches made up 7.4% of all New Zealand bluetooth earbuds brand searches, placing Bose fourth out of six brands. When we asked both ChatGPT and Google AI Overviews about bluetooth earbuds brands, Bose appeared in three of the four answers and was the fourth most recommended of the six.

Search and AI answers in September 2026

Bose is the fourth most searched of 6 competitors and the fourth most recommended in AI answers.

  1. Apple AirPodsShare of searches 54.8%Mentioned in 4 of 4 AI answersPlace in AI recommendations 5th
  2. JBLShare of searches 25.7%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  3. SonyShare of searches 11.2%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  4. BoseShare of searches 7.4%Mentioned in 3 of 4 AI answersPlace in AI recommendations 4th
  5. SoundcoreShare of searches 0.58%Mentioned in 2 of 4 AI answersPlace in AI recommendations 6th

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Top bluetooth earbuds brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Bose was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Bose is the fourth most recommended of the six.

Most recommended by AI

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

  1. Sony1st
  2. Samsung2nd
  3. JBL3rd
  4. Bose4th
  5. Apple AirPods5th
  6. Soundcore6th

Mentioned by AI

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

  • Apple AirPods4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Sony4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Samsung4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • JBL3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Bose3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Soundcore2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about bluetooth earbuds brands

4 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.

Which bluetooth earbuds brands compete with Bose?

Bose against bluetooth earbuds brands in New Zealand, by month

Share of searches by month for Apple AirPods, JBL, Sony, Bose. The figures are in the table below the chart.

View monthly share of searches table
MonthApple AirPodsJBLSonyBoseSoundcoreSamsung
Oct 202555.1%23.8%11.4%8.9%0.54%0.29%
Nov 202553.9%25.3%11.3%8.9%0.4%0.26%
Dec 202548.3%33.2%9.8%8.2%0.37%0.24%
Jan 202652.2%27.5%11.4%8.2%0.47%0.31%
Feb 202657.8%23%11.2%7.2%0.52%0.28%
Mar 202658%22.1%11.5%7.5%0.58%0.31%
Apr 202653.5%26.5%11.5%7.8%0.47%0.31%
May 202656.1%23.8%11.3%8%0.54%0.24%
Jun 202656.2%23.8%10.9%8.2%0.64%0.23%
Jul 202655.5%24.3%11.5%7.9%0.53%0.29%
Aug 202657.1%24.2%9.7%8%0.59%0.32%
Sep 202654.8%25.7%11.2%7.4%0.58%0.26%

  1. 1.Apple AirPods

    54.8%

    Held 1st. 83.7K estimated branded searches, -0.92% vs prior month. Share -2.2 points.

  2. 2.JBL

    25.7%

    Held 2nd. 39.3K estimated branded searches, +9.5% vs prior month. Share +1.5 points.

  3. 3.Sony

    11.2%

    Held 3rd. 17.1K estimated branded searches, +18.8% vs prior month. Share +1.5 points.

  4. 4.Bose

    7.4%

    Held 4th. 11.2K estimated branded searches, -5.3% vs prior month. Share -0.7 points.

  5. 5.Soundcore

    0.58%

    Held 5th. 880 estimated branded searches, 0% vs prior month. Share 0 points.

  6. 6.Samsung

    0.26%

    Held 6th. 390 estimated branded searches, -18.8% vs prior month. Share -0.1 points.

Compare popularity between Bose and its closest rivals

Every comparison with Bose

25 comparisons

How has branded search demand for Bose changed in New Zealand over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Bose in New Zealand fell from 16.6K to 15.7K.
  • Across the 12 months ending September 2026, Bose’s share of searches among bluetooth earbuds brands in New Zealand decreased from 8.9% to 7.4%.
  • Across the 12 months ending September 2026, Bose’s share of searches among bluetooth earbuds brands in New Zealand peaked at 8.9% in October 2025 and was lowest at 7.2% in February 2026.

How did search popularity change for New Zealand bluetooth earbuds brands in September 2026?

5 changes

  1. In September 2026, JBL gained share of searches among bluetooth earbuds brands in New Zealand, from 24.2% to 25.7%.

  2. In September 2026, Sony gained share of searches among bluetooth earbuds brands in New Zealand, from 9.7% to 11.2%.

  3. In September 2026, Apple AirPods lost share of searches among bluetooth earbuds brands in New Zealand, from 57.1% to 54.8%.

  4. In September 2026, Bose lost share of searches among bluetooth earbuds brands in New Zealand, from 8% to 7.4%.

  5. Estimated monthly branded searches for Soundcore in New Zealand rose 22.2% over 12 measured months, from 720 to 880 in September 2026.

How are Bose’s branded searches counted?

15 search terms

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

  • bose
  • bose bluetooth speaker
  • bose cancelling headphones
  • bose ear phones
  • bose earbuds
  • bose earphones
  • bose open earbuds
  • bose qc
  • bose qc earbuds
  • bose qc headphones
  • bose soundbar
  • bose soundlink
  • bose soundlink flex
  • bose speakers
  • bose tv speaker

Do you work for Bose? 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

Where does Bose compete?

Bose is ranked in 12 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Headphone brands4th of 107.3%Show ranking
Bluetooth headphones brands4th of 86.9%Show ranking
Bluetooth earbuds brands4th of 67.4%Shown above
Earphones brands4th of 67.4%Show ranking
Ear buds brands4th of 47.4%Show ranking
Speaker brands3rd of 1213.5%Show ranking
Bluetooth speaker brands3rd of 814%Show ranking
Home cinema brands3rd of 815.1%Show ranking
Soundbar brands2nd of 719.6%Show ranking
Soundbar with subwoofer brands3rd of 612.5%Show ranking
Surround sound system brands2nd of 820%Show ranking
Smart speaker brands1st of 539.7%Show ranking
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