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 11.2% of all New Zealand smartwatch and fitness tracker brand searches, placing Fitbit third out of nine brands. When we asked both ChatGPT and Google AI Overviews about smartwatch and fitness tracker brands, Fitbit appeared in all answers and was the second most recommended of the nine.

Search and AI answers in September 2026

Fitbit is the third most searched of 9 competitors and the second most recommended in AI answers.

  1. Apple WatchShare of searches 35.2%Mentioned in 4 of 4 AI answersPlace in AI recommendations 5th
  2. GarminShare of searches 32.2%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
  3. FitbitShare of searches 11.2%Mentioned in 4 of 4 AI answersPlace in AI recommendations 2nd
  4. OuraShare of searches 9.8%Mentioned in 0 of 4 AI answersPlace in AI recommendations –
  5. WHOOPShare of searches 5.7%Mentioned in 1 of 4 AI answersPlace in AI recommendations 7th

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Top smartwatch and fitness tracker brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Fitbit appeared in all four answers. Fitbit is the second most recommended of the nine.

Most recommended by AI

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

  1. Garmin1st
  2. Fitbit2nd
  3. Huawei3rd
  4. Samsung Galaxy Watch4th
  5. Apple Watch5th
  6. Polar6th
  7. WHOOP7th
  8. Oura–
  9. COROS–

Mentioned by AI

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

  • Apple Watch4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Garmin4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Fitbit4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Samsung Galaxy Watch4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Huawei3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • WHOOP1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Polar1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Oura0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • COROS0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about smartwatch and fitness tracker brands

4 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 smartwatch and fitness tracker brands compete with Fitbit?

Fitbit against smartwatch and fitness tracker brands in New Zealand, by month

Share of searches by month for Apple Watch, Garmin, Fitbit, Oura, WHOOP, COROS, Huawei. The figures are in the table below the chart.

View monthly share of searches table
MonthApple WatchGarminFitbitOuraWHOOPCOROSHuaweiSamsung Galaxy WatchPolar
Oct 202536.2%35.4%11.1%6.4%4.7%2.1%2.1%1.8%0.25%
Nov 202534.8%35.8%10.6%8.7%4.4%1.7%2%1.8%0.24%
Dec 202538.6%32%10.6%8.6%4.4%1.5%2.4%1.8%0.19%
Jan 202629.6%36.8%11.3%9.5%6.5%2.1%2.1%1.9%0.27%
Feb 202634.4%35.8%10.9%7.7%5.7%1.9%1.7%1.6%0.25%
Mar 202632%39%10.4%7.1%5.1%2.2%1.8%2%0.29%
Apr 202629.9%38.6%11.2%8.1%5.9%2.3%2.2%1.6%0.27%
May 202628.2%38.7%12.6%9.3%5.7%2.1%1.7%1.5%0.25%
Jun 202629.9%33%13%14.1%4.7%1.8%1.7%1.6%0.23%
Jul 202630.1%34.2%11.5%11.9%5.9%2%1.8%2.4%0.23%
Aug 202630.9%35.5%11.8%10.5%5.1%2.4%1.9%1.7%0.24%
Sep 202635.2%32.2%11.2%9.8%5.7%2.1%2.1%1.3%0.22%

  1. 1.Apple Watch

    35.2%

    Moved from 2nd to 1st. 48K estimated branded searches, +25.2% vs prior month. Share +4.3 points.

  2. 2.Garmin

    32.2%

    Moved from 1st to 2nd. 43.9K estimated branded searches, -0.25% vs prior month. Share -3.3 points.

  3. 3.Fitbit

    11.2%

    Held 3rd. 15.3K estimated branded searches, +4.6% vs prior month. Share -0.6 points.

  4. 4.Oura

    9.8%

    Held 4th. 13.4K estimated branded searches, +3.2% vs prior month. Share -0.6 points.

  5. 5.WHOOP

    5.7%

    Held 5th. 7.8K estimated branded searches, +24.3% vs prior month. Share +0.7 points.

  6. 6.COROS

    2.1%

    Held 6th. 2.9K estimated branded searches, -1% vs prior month. Share -0.2 points.

  7. 7.Huawei

    2.1%

    Held 7th. 2.9K estimated branded searches, +20.8% vs prior month. Share +0.2 points.

  8. 8.Samsung Galaxy Watch

    1.3%

    Held 8th. 1.8K estimated branded searches, -14.8% vs prior month. Share -0.4 points.

  9. 9.Polar

    0.22%

    Held 9th. 300 estimated branded searches, 0% vs prior month. Share 0 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?

2 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 smartwatch and fitness tracker brands in New Zealand peaked at 13% in June 2026 and was lowest at 10.4% in March 2026.

How did search popularity change for New Zealand smartwatch and fitness tracker brands in September 2026?

6 changes

  1. In September 2026, Apple Watch overtook Garmin to become the leader among smartwatch and fitness tracker brands in New Zealand, with 35.2% of the searches.

  2. In September 2026, WHOOP gained share of searches among smartwatch and fitness tracker brands in New Zealand, from 5.1% to 5.7%.

  3. In September 2026, Garmin lost share of searches among smartwatch and fitness tracker brands in New Zealand, from 35.5% to 32.2%.

  4. In September 2026, Oura lost share of searches among smartwatch and fitness tracker brands in New Zealand, from 10.5% to 9.8%.

  5. In September 2026, Fitbit lost share of searches among smartwatch and fitness tracker brands in New Zealand, from 11.8% to 11.2%.

  6. Estimated monthly branded searches for COROS in New Zealand rose 20.8% over 12 measured months, from 2.4K to 2.9K in September 2026.

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%Shown above
Sleep tracker brands2nd of 438.2%Show ranking
Heart monitor brands2nd of 346.4%Show ranking
Fitness tracker brands1st of 752.4%Show ranking
Smart scale brands1st of 758.1%Show ranking
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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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