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 earphones brand searches, placing Bose fourth out of six brands. When we asked both ChatGPT and Google AI Overviews about earphones brands, Bose appeared in three of the five answers and was the third most recommended of the six.

Search and AI answers in September 2026

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

  1. Apple AirPodsShare of searches 55.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. JBLShare of searches 25.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  3. SonyShare of searches 11.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. BoseShare of searches 7.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  5. SamsungShare of searches 0.26%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th

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Top earphones brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Bose was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Bose is the third 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. Apple AirPods2nd
  3. Bose3rd
  4. JBL4th
  5. Samsung5th
  6. Marshall–

Mentioned by AI

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

  • Sony5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Apple AirPods4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • JBL3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bose3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Samsung3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Marshall0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about earphones brands

5 answers

Not named in any answer:

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

Which earphones brands compete with Bose?

Bose against earphones 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 AirPodsJBLSonyBoseSamsungMarshall
Oct 202555.4%23.9%11.4%8.9%0.29%0.03%
Nov 202554.1%25.4%11.3%8.9%0.27%0.03%
Dec 202548.4%33.3%9.8%8.2%0.25%0.02%
Jan 202652.4%27.6%11.4%8.2%0.31%0.02%
Feb 202658.1%23.1%11.3%7.2%0.28%0.02%
Mar 202658.3%22.2%11.6%7.5%0.32%0.04%
Apr 202653.7%26.6%11.5%7.8%0.31%0.04%
May 202656.4%23.9%11.4%8.1%0.24%0.02%
Jun 202656.5%24%11%8.2%0.23%0.03%
Jul 202655.8%24.4%11.5%8%0.29%0.02%
Aug 202657.4%24.4%9.8%8.1%0.33%0.03%
Sep 202655.1%25.9%11.3%7.4%0.26%0.05%

  1. 1.Apple AirPods

    55.1%

    Held 1st. 83.7K estimated branded searches, -0.92% vs prior month. Share -2.3 points.

  2. 2.JBL

    25.9%

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

  3. 3.Sony

    11.3%

    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.Samsung

    0.26%

    Held 5th. 390 estimated branded searches, -18.8% vs prior month. Share -0.1 points.

  6. 6.Marshall

    0.05%

    Held 6th. 70 estimated branded searches, +75% vs prior month. Share 0 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 earphones brands in New Zealand decreased from 8.9% to 7.4%.
  • Across the 12 months ending September 2026, Bose’s share of searches among earphones 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 earphones brands in September 2026?

5 changes

  1. In September 2026, JBL gained share of searches among earphones brands in New Zealand, from 24.4% to 25.9%.

  2. In September 2026, Sony gained share of searches among earphones brands in New Zealand, from 9.8% to 11.3%.

  3. In September 2026, Apple AirPods lost share of searches among earphones brands in New Zealand, from 57.4% to 55.1%.

  4. In September 2026, Bose lost share of searches among earphones brands in New Zealand, from 8.1% to 7.4%.

  5. Estimated monthly branded searches for Marshall in New Zealand rose 75% over 12 measured months, from 40 to 70 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%Show ranking
Earphones brands4th of 67.4%Shown above
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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