Brandwave

How popular isFi?

In September 2026, people searched for Fi by name about 30 times in New Zealand, a 25% decrease from the previous year. These searches made up 0.12% of all New Zealand pet GPS tracker brand searches, placing Fi fourth out of five brands. When we asked both ChatGPT and Google AI Overviews about pet GPS tracker brands, Fi appeared in one of the five answers and was the fifth most recommended of the five.

Search and AI answers in September 2026

Fi is the fourth most searched of 5 competitors and the fifth most recommended in AI answers.

  1. GarminShare of searches 61.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  2. Apple AirTagShare of searches 32.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 4th
  3. TractiveShare of searches 6.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. FiShare of searches 0.12%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  5. PetrekShare of searches 0.12%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
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Top pet GPS tracker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Fi was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Fi is the fifth most recommended of the five.

Most recommended by AI

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

  1. Tractive1st
  2. Petrek2nd
  3. Garmin3rd
  4. Apple AirTag4th
  5. Fi5th

Mentioned by AI

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

  • Tractive5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Apple AirTag4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Petrek4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Garmin3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Fi1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about pet GPS tracker brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Which pet GPS tracker brands compete with Fi?

Fi against pet GPS tracker brands in New Zealand, by month

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

View monthly share of searches table
MonthGarminApple AirTagTractiveFiPetrek
Oct 202564.7%30.5%4.4%0.17%0.17%
Nov 202557.7%37.6%4.4%0.16%0.09%
Dec 202555.2%38.9%5.5%0.22%0.18%
Jan 202658.1%36%5.3%0.23%0.27%
Feb 202663.5%29.8%6.3%0.25%0.13%
Mar 202661.9%31.1%6.6%0.24%0.16%
Apr 202661.9%30.6%7.1%0.16%0.16%
May 202658.1%34.7%6.9%0.23%0.08%
Jun 202649.6%43.8%6.4%0.2%0.12%
Jul 202649.4%43.6%6.8%0.16%0.12%
Aug 202656%36.8%7%0.11%0.07%
Sep 202661.1%32.2%6.5%0.12%0.12%

  1. 1.Garmin

    61.1%

    Held 1st. 15.2K estimated branded searches, -0.98% vs prior month. Share +5.1 points.

  2. 2.Apple AirTag

    32.2%

    Held 2nd. 8K estimated branded searches, -20.6% vs prior month. Share -4.6 points.

  3. 3.Tractive

    6.5%

    Held 3rd. 1.6K estimated branded searches, -16.1% vs prior month. Share -0.5 points.

  4. 4.Fi

    0.12%

    Held 4th. 30 estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.Petrek

    0.12%

    Held 5th. 30 estimated branded searches, +50% vs prior month. Share 0 points.

Compare popularity between Fi and its closest rivals

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Fi in New Zealand fell from 40 to 30.
  • Across the 12 months ending September 2026, Fi’s share of searches among pet GPS tracker brands in New Zealand held steady, from 0.17% to 0.12%.

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

5 changes

  1. In September 2026, Garmin gained share of searches among pet GPS tracker brands in New Zealand, from 56% to 61.1%.

  2. In September 2026, Apple AirTag lost share of searches among pet GPS tracker brands in New Zealand, from 36.8% to 32.2%.

  3. In September 2026, Tractive lost share of searches among pet GPS tracker brands in New Zealand, from 7% to 6.5%.

  4. Estimated monthly branded searches for Fi in New Zealand fell 25% over 12 measured months, from 40 to 30 in September 2026.

  5. Estimated monthly branded searches for Petrek in New Zealand fell 25% over 12 measured months, from 40 to 30 in September 2026.

How are Fi’s branded searches counted?

5 search terms

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.

  • fi cat tracker
  • fi collar
  • fi dog collar
  • fi dog tracker
  • fi gps tracker

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How the Brand Demand Index is measured

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