Brandwave

How popular isFitbit?

In September 2026, people searched for Fitbit by name about 15,600 times in New Zealand, a 23% increase from the previous year. These searches made up 38.2% of all New Zealand sleep tracker brand searches, placing Fitbit second out of four brands. When we asked both ChatGPT and Google AI Overviews about sleep tracker brands, Fitbit appeared in three of the five answers and was the second most recommended of the four.

Search and AI answers in September 2026

Fitbit is the second most searched of 4 competitors and the second most recommended in AI answers.

  1. GarminShare of searches 41.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  2. FitbitShare of searches 38.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 2nd
  3. WHOOPShare of searches 19.1%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  4. SamsungShare of searches 1.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
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Top sleep tracker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Fitbit was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Fitbit is the second most recommended of the four.

Most recommended by AI

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

  1. Garmin1st
  2. Fitbit2nd
  3. WHOOP3rd
  4. Samsung4th

Mentioned by AI

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

  • Garmin3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Fitbit3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • WHOOP2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Samsung1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about sleep tracker brands

5 answers

  • Asked ChatGPT

    “Which sleep tracker brand should I use in New Zealand?”

    1. 1Garmin
    2. 2Fitbit

  • Asked ChatGPT

    “What are the best sleep tracker brands in New Zealand?”

    1. 1Garmin
    2. 2Fitbit
    3. 3WHOOP

  • Asked ChatGPT

    “What's the best sleep tracker brand in New Zealand for better sleep?”

    1. 1Fitbit
    2. 2Garmin

  • Searched Google, AI Overview

    “best sleep tracker”

    1. 1WHOOP
    2. 2Samsung

  • Searched Google, AI Overview

    “sleep tracking ring”

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

    Which sleep tracker brands compete with Fitbit?

    Fitbit against sleep tracker brands in New Zealand, by month

    Share of searches by month for Garmin, Fitbit, WHOOP. The figures are in the table below the chart.

    View monthly share of searches table
    MonthGarminFitbitWHOOPSamsung
    Oct 202547.9%36%14.9%1.3%
    Nov 202547.7%36.2%14.8%1.3%
    Dec 202542.5%40%16.2%1.4%
    Jan 202641.2%38.5%19.3%1.1%
    Feb 202646.5%34.9%17.6%1%
    Mar 202650.4%32.6%15.6%1.3%
    Apr 202646.7%34.3%17.7%1.2%
    May 202643.6%39%16.5%0.94%
    Jun 202640.4%43.3%15.3%1.1%
    Jul 202641.3%38.3%19.1%1.3%
    Aug 202643.5%38.7%16.4%1.4%
    Sep 202641.6%38.2%19.1%1.1%

    1. 1.Garmin

      41.6%

      Held 1st. 14.8K estimated branded searches, 0% vs prior month. Share -1.9 points.

    2. 2.Fitbit

      38.2%

      Held 2nd. 13.6K estimated branded searches, +3.1% vs prior month. Share -0.5 points.

    3. 3.WHOOP

      19.1%

      Held 3rd. 6.8K estimated branded searches, +21.6% vs prior month. Share +2.7 points.

    4. 4.Samsung

      1.1%

      Held 4th. 390 estimated branded searches, -18.8% vs prior month. Share -0.3 points.

    Compare popularity between Fitbit and its closest rivals

    Every comparison with Fitbit

    14 comparisons

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

    3 findings
    • Across the 12 months ending September 2026, estimated monthly branded searches for Fitbit in New Zealand rose from 12.7K to 15.6K.
    • Across the 12 months ending September 2026, Fitbit’s share of searches among sleep tracker brands in New Zealand increased from 36% to 38.2%.
    • Across the 12 months ending September 2026, Fitbit’s share of searches among sleep tracker brands in New Zealand peaked at 43.3% in June 2026 and was lowest at 32.6% in March 2026.

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

    3 changes

    1. In September 2026, WHOOP gained share of searches among sleep tracker brands in New Zealand, from 16.4% to 19.1%.

    2. In September 2026, Garmin lost share of searches among sleep tracker brands in New Zealand, from 43.5% to 41.6%.

    3. In September 2026, Fitbit lost share of searches among sleep tracker brands in New Zealand, from 38.7% to 38.2%.

    How are Fitbit’s branded searches counted?

    13 search terms

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

    • fitbit
    • fitbit band
    • fitbit charger
    • fitbit fitness tracker
    • fitbit google
    • fitbit inspire
    • fitbit inspire 2
    • fitbit inspire 3
    • fitbit luxe
    • fitbit sense
    • fitbit smartwatch
    • fitbit versa
    • fitbit watch

    How the Brand Demand Index is measured

    Do you work for Fitbit? To request corrections or removal please contact us via our support page and we will be happy to assist.

    Where does Fitbit compete?

    Fitbit is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
    Competitor setRankShare of searchesRanking
    Smartwatch and fitness tracker brands3rd of 911.2%Show ranking
    Sleep tracker brands2nd of 438.2%Shown above
    Heart monitor brands2nd of 346.4%Show ranking
    Fitness tracker brands1st of 752.4%Show ranking
    Smart scale brands1st of 758.1%Show ranking
    Creator with pink hair and a pink jacket

    Is Fitbit 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.

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