Brandwave

How popular isFujifilm?

In September 2026, people searched for Fujifilm by name about 7,160 times in New Zealand, a 17.4% increase from the previous year. These searches made up 18.5% of all New Zealand camera lens brand searches, placing Fujifilm second out of seven brands. When we asked both ChatGPT and Google AI Overviews about camera lens brands, Fujifilm appeared in four of the five answers and was the sixth most recommended of the seven.

Search and AI answers in September 2026

Fujifilm is the second most searched of 7 competitors and the sixth most recommended in AI answers.

  1. SonyShare of searches 56.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. FujifilmShare of searches 18.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 6th
  3. CanonShare of searches 13.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. NikonShare of searches 9.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  5. OM SystemShare of searches 0.85%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th

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Top camera lens brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Fujifilm was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Fujifilm is the sixth most recommended of the seven.

Most recommended by AI

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

  1. Sony1st
  2. Canon2nd
  3. Nikon3rd
  4. Sigma4th
  5. Tamron5th
  6. Fujifilm6th
  7. OM System7th

Mentioned by AI

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

  • Sony5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Nikon5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Fujifilm4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Canon4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Tamron4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sigma4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • OM System2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about camera lens brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Which camera lens brands compete with Fujifilm?

Fujifilm against camera lens brands in New Zealand, by month

Share of searches by month for Sony, Fujifilm, Canon, Nikon. The figures are in the table below the chart.

View monthly share of searches table
MonthSonyFujifilmCanonNikonOM SystemTamronSigma
Oct 202554.4%17.5%16%9.3%0.39%1.3%0.93%
Nov 202558.7%17.3%14%7.8%0.32%0.89%0.92%
Dec 202556.5%18.5%14.4%8.4%0.41%1%0.76%
Jan 202652.3%17.6%17.8%9.7%0.51%1.1%0.94%
Feb 202654.4%16.9%16.1%9.7%0.59%1.3%1.1%
Mar 202653.6%17.5%16.8%9.4%0.52%1.2%0.97%
Apr 202654.8%17.8%14.5%10.3%0.54%1.2%0.8%
May 202654.3%17.1%16.4%9%0.61%1.7%0.93%
Jun 202655.2%17.4%15.5%8.7%0.52%1.7%0.96%
Jul 202655.7%16.8%16.1%8.6%0.61%1.4%0.75%
Aug 202650.7%19.6%17.3%9.7%0.6%1.2%0.92%
Sep 202656.1%18.5%13.8%9.4%0.85%0.72%0.69%

  1. 1.Sony

    56.1%

    Held 1st. 17.1K estimated branded searches, +18.8% vs prior month. Share +5.4 points.

  2. 2.Fujifilm

    18.5%

    Held 2nd. 5.6K estimated branded searches, +1.1% vs prior month. Share -1.2 points.

  3. 3.Canon

    13.8%

    Held 3rd. 4.2K estimated branded searches, -14.3% vs prior month. Share -3.5 points.

  4. 4.Nikon

    9.4%

    Held 4th. 2.9K estimated branded searches, +4.7% vs prior month. Share -0.2 points.

  5. 5.OM System

    0.85%

    Moved from 7th to 5th. 260 estimated branded searches, +52.9% vs prior month. Share +0.3 points.

  6. 6.Tamron

    0.72%

    Moved from 5th to 6th. 220 estimated branded searches, -37.1% vs prior month. Share -0.5 points.

  7. 7.Sigma

    0.69%

    Moved from 6th to 7th. 210 estimated branded searches, -19.2% vs prior month. Share -0.2 points.

Compare popularity between Fujifilm and its closest rivals

Every comparison with Fujifilm

11 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Fujifilm in New Zealand rose from 6.1K to 7.2K.
  • Across the 12 months ending September 2026, Fujifilm’s share of searches among camera lens brands in New Zealand increased from 17.5% to 18.5%.
  • Across the 12 months ending September 2026, Fujifilm’s share of searches among camera lens brands in New Zealand peaked at 19.6% in August 2026 and was lowest at 16.8% in July 2026.

How did search popularity change for New Zealand camera lens brands in September 2026?

6 changes

  1. In September 2026, Sony gained share of searches among camera lens brands in New Zealand, from 50.7% to 56.1%.

  2. In September 2026, Canon lost share of searches among camera lens brands in New Zealand, from 17.3% to 13.8%.

  3. In September 2026, Fujifilm lost share of searches among camera lens brands in New Zealand, from 19.6% to 18.5%.

  4. In September 2026, Tamron lost share of searches among camera lens brands in New Zealand, from 1.2% to 0.72%.

  5. In September 2026, OM System rose from 7th to 5th among camera lens brands in New Zealand.

  6. In September 2026, Sigma fell from 6th to 7th among camera lens brands in New Zealand.

How are Fujifilm’s branded searches counted?

7 search terms

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

  • fujifilm
  • fujifilm business innovation
  • fujifilm camera
  • fujifilm finepix
  • fujifilm instax
  • fujifilm lens
  • fujifilm mirrorless

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

How the Brand Demand Index is measured

Where does Fujifilm compete?

Fujifilm is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Camera brands5th of 812.2%Show ranking
Camera lens brands2nd of 718.5%Shown above
Film camera brands1st of 541.2%Show ranking
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