Brandwave

How popular isFirst Security in search?

In August 2026, there were an estimated 2.2K branded searches for First Security in New Zealand which is up 15.7% over the last 11 months. First Security holds 33.8% estimated Share of Search among New Zealand security companies and is ranked 1st of 4 competitors for search popularity.

Share of Search, August 2026
  1. First Security33.8%
  2. Allied Security32.3%
  3. Armourguard22.8%
  4. ADT11%
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Which security companies compete with First Security?

First Security against security companies in New Zealand, by month

Share of Search by month for First Security, Allied Security, Armourguard, ADT. The figures are in the table below the chart.

View monthly share of search table
MonthFirst SecurityAllied SecurityArmourguardADT
Oct 202528.4%29.8%29.6%12.2%
Nov 202524.7%32%30.3%13%
Dec 202526.2%35%28.7%10.1%
Jan 202625.6%31.6%31%11.8%
Feb 202626.8%23.1%32.6%17.5%
Mar 202629.7%23.7%28.7%17.9%
Apr 202632.6%24.9%23.4%19.1%
May 202636.6%24.3%22.7%16.3%
Jun 202634.2%25.8%25.8%14.2%
Jul 202630.3%28%28.5%13.3%
Aug 202633.8%32.3%22.8%11%
Sep 2026————

  1. 1.First Security

    33.8%

    held 1st · 2.2K estimated branded searches · +29.2% vs prior month · +3.6 points

  2. 2.Allied Security

    32.3%

    moved from 3rd to 2nd · 2.1K estimated branded searches · +33.5% vs prior month · +4.3 points

  3. 3.Armourguard

    22.8%

    moved from 2nd to 3rd · 1.5K estimated branded searches · -7.5% vs prior month · -5.7 points

  4. 4.ADT

    11%

    held 4th · 720 estimated branded searches · -4% vs prior month · -2.2 points

Compare search popularity between First Security and its closest rivals

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

  • Across the 11 months ending August 2026, estimated monthly branded searches for First Security in New Zealand rose from 1.9K to 2.2K.
  • Across the 11 months ending August 2026, First Security’s estimated Share of Search among security companies in New Zealand increased from 28.4% to 33.8%.
  • Across the 11 months ending August 2026, First Security’s estimated Share of Search among security companies in New Zealand peaked at 36.6% in May 2026 and was lowest at 24.7% in November 2025.
  • Across the 11 months ending August 2026, First Security rose from 3rd to 1st among security companies in New Zealand.

How did search popularity change for New Zealand security companies in August 2026?

  1. In August 2026, Allied Security overtook Armourguard to rank 2nd among security companies in New Zealand, at 32.3%.

  2. In August 2026, First Security gained estimated Share of Search among security companies in New Zealand, from 30.3% to 33.8%.

  3. In August 2026, Armourguard lost estimated Share of Search among security companies in New Zealand, from 28.5% to 22.8%.

  4. In August 2026, ADT lost estimated Share of Search among security companies in New Zealand, from 13.3% to 11%.

How is First Security measured?

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

6 branded search terms

  • first security
  • first security near me
  • first security nz
  • first security online
  • firstsecurity
  • firstsecurity co nz

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How the Brand Demand Index is measured

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