How popular isEndNote?
In October 2026, people searched for EndNote by name about 1,050 times in New Zealand, a 29.6% increase from the previous year. These searches made up 7.3% of all New Zealand citation and reference tool searches, placing EndNote fifth out of six tools. When we asked both ChatGPT and Google AI Overviews about citation and reference tools, EndNote appeared in all answers and was the second most recommended of the six.
EndNote is the fifth most searched of 6 competitors and the second most recommended in the AI answers we collected.
MyBibShare of searches 31.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
ScribbrShare of searches 22.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
ZoteroShare of searches 19.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
Citation MachineShare of searches 13.9%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
EndNoteShare of searches 7.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
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Top citation and reference tools in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, EndNote appeared in all five answers. EndNote is the second most recommended of the six.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Zotero5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- EndNote5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Mendeley5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- MyBib2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Scribbr1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Citation Machine0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about citation and reference tools
5 answers
Asked ChatGPT
“Which citation and reference tool should I use in New Zealand?”
Asked ChatGPT
“What are the best citation and reference tools in New Zealand?”
Asked ChatGPT
“What's the best citation and reference tool in New Zealand for referencing assignments?”
Searched Google, AI Overview
“best citation tool”
Searched Google, AI Overview
“referencing software”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.
How often do people search for EndNote compared with other New Zealand citation and reference tools?
Share of searches by month for MyBib, Scribbr, Zotero, Citation Machine, EndNote, Mendeley. The figures are in the table below the chart.
View monthly share of searches table
| Month | MyBib | Scribbr | Zotero | Citation Machine | EndNote | Mendeley |
|---|---|---|---|---|---|---|
| Nov 2025 | 23.5% | 29.4% | 20.3% | 10.6% | 7.6% | 8.7% |
| Dec 2025 | 14.6% | 24.2% | 25.7% | 10% | 12% | 13.5% |
| Jan 2026 | 12.9% | 18.8% | 32% | 11.6% | 13.2% | 11.6% |
| Feb 2026 | 16.8% | 21.7% | 27.8% | 10.9% | 14.4% | 8.4% |
| Mar 2026 | 26% | 20.9% | 21.6% | 14.8% | 11.1% | 5.6% |
| Apr 2026 | 30.7% | 22.1% | 18.7% | 15% | 8.1% | 5.4% |
| May 2026 | 32.6% | 22.8% | 15.4% | 18.1% | 6.7% | 4.4% |
| Jun 2026 | 31.1% | 27.5% | 12.9% | 18.8% | 4.8% | 4.9% |
| Jul 2026 | 27.8% | 18% | 23% | 14% | 11.7% | 5.5% |
| Aug 2026 | 38.9% | 18.4% | 16.2% | 14.4% | 7.8% | 4.3% |
| Sep 2026 | 36.2% | 19.1% | 17% | 13.9% | 8.8% | 4.9% |
| Oct 2026 | 31.7% | 22.2% | 19.4% | 13.9% | 7.3% | 5.6% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 31.7% | 4.5K | -25% | -4.5 points | |
| 2, held 2nd | 22.2% | 3.2K | -0.63% | +3.1 points | |
| 3, held 3rd | 19.4% | 2.8K | -2.8% | +2.3 points | |
| 4, held 4th | 13.9% | 2K | -15% | -0.1 points | |
| 5, held 5th | 7.3% | 1.1K | -29.1% | -1.5 points | |
| 6, held 6th | 5.6% | 800 | -3.6% | +0.6 points |
1.
MyBib31.7%
Held 1st. 4.5K estimated branded searches, -25% vs prior month. Share -4.5 points.
2.
Scribbr22.2%
Held 2nd. 3.2K estimated branded searches, -0.63% vs prior month. Share +3.1 points.
3.
Zotero19.4%
Held 3rd. 2.8K estimated branded searches, -2.8% vs prior month. Share +2.3 points.
13.9%
Held 4th. 2K estimated branded searches, -15% vs prior month. Share -0.1 points.
5.
EndNote7.3%
Held 5th. 1.1K estimated branded searches, -29.1% vs prior month. Share -1.5 points.
6.
Mendeley5.6%
Held 6th. 800 estimated branded searches, -3.6% vs prior month. Share +0.6 points.
Compare popularity between EndNote and its closest rivals
Every comparison with EndNote
6 comparisons
How has branded search demand for EndNote changed in New Zealand over the last 12 months?
3 findings
- Across the 12 months ending October 2026, estimated monthly branded searches for EndNote in New Zealand rose from 810 to 1.1K.
- Across the 12 months ending October 2026, EndNote’s share of searches among citation and reference tools in New Zealand peaked at 14.4% in February 2026 and was lowest at 4.8% in June 2026.
- Across the 12 months ending October 2026, EndNote rose from 6th to 5th among citation and reference tools in New Zealand.
How did search popularity change for New Zealand citation and reference tools in October 2026?
6 changes
In October 2026, Scribbr gained share of searches among citation and reference tools in New Zealand, from 19.1% to 22.2%.
In October 2026, Zotero gained share of searches among citation and reference tools in New Zealand, from 17% to 19.4%.
In October 2026, Mendeley gained share of searches among citation and reference tools in New Zealand, from 4.9% to 5.6%.
In October 2026, MyBib lost share of searches among citation and reference tools in New Zealand, from 36.2% to 31.7%.
In October 2026, EndNote lost share of searches among citation and reference tools in New Zealand, from 8.8% to 7.3%.
Estimated monthly branded searches for Citation Machine in New Zealand rose 76.1% over 12 measured months, from 1.1K to 2K in October 2026.
How are EndNote’s branded searches counted?
6 search terms
Brandwave collects information about searches that people make online using EndNote’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.
- endnote
- endnote apa
- endnote citation
- endnote reference generator
- endnote referencing
- endnote web
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Where does EndNote compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Citation and reference tools | 5th of 6 | 7.3% | Shown above |
| Reference manager software | 2nd of 4 | 21% | Show ranking |
Is EndNote your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.