Brandwave

How popular isHP?

In September 2026, people searched for HP by name about 17,500 times in New Zealand, about the same as the previous year. These searches made up 58.6% of all New Zealand laser printer brand searches, placing HP first out of five brands. When we asked both ChatGPT and Google AI Overviews about laser printer brands, HP appeared in all answers and was the second most recommended of the five.

Search and AI answers in September 2026

HP is the most searched of 5 competitors and the second most recommended in AI answers.

  1. HPShare of searches 58.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  2. CanonShare of searches 27.3%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
  3. EpsonShare of searches 11.2%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
  4. SamsungShare of searches 2.5%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  5. BrotherShare of searches 0.45%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
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Top laser printer brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, HP appeared in all five answers. HP is the second most recommended of the five.

Most recommended by AI

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

  1. Brother1st
  2. HP2nd
  3. Canon3rd
  4. Epson4th
  5. Samsung–

Mentioned by AI

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

  • HP5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Brother5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Canon3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Epson1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Samsung0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about laser printer brands

5 answers

  • Asked ChatGPT

    “Which laser printer brand should I buy in New Zealand?”

    1. 1Brother
    2. 2HP
    3. 3Canon

  • Asked ChatGPT

    “What are the best laser printer brands in New Zealand?”

    1. 1Brother
    2. 2HP
    3. 3Canon
    4. 4Epson

  • Asked ChatGPT

    “What's the best laser printer brand in New Zealand for fast printing?”

    1. 1Brother
    2. 2HP
    3. 3Canon

  • Searched Google, AI Overview

    “laser printer nz”

    1. 1HP
    2. 2Brother

  • Searched Google, AI Overview

    “colour laser printer”

    1. 1Brother
    2. 2HP

Not named in any answer:

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

Which laser printer brands compete with HP?

HP against laser printer brands in New Zealand, by month

Share of searches by month for HP, Canon, Epson, Samsung. The figures are in the table below the chart.

View monthly share of searches table
MonthHPCanonEpsonSamsungBrother
Oct 202555.8%30.2%10.7%2.6%0.61%
Nov 202555.6%30.8%10%3%0.57%
Dec 202550.6%35.2%10.5%3.4%0.29%
Jan 202655%31%11.1%2.5%0.44%
Feb 202658.5%27.8%10.8%2.4%0.52%
Mar 202656.9%29.5%10.5%2.6%0.59%
Apr 202654.9%29.2%12.4%3%0.54%
May 202655.6%31.7%10.1%2.2%0.34%
Jun 202656.8%29.3%11.2%2.2%0.49%
Jul 202654.5%30.5%11.9%2.6%0.47%
Aug 202652.8%30.8%12.7%3%0.69%
Sep 202658.6%27.3%11.2%2.5%0.45%

  1. 1.HP

    58.6%

    Held 1st. 9K estimated branded searches, +7.3% vs prior month. Share +5.7 points.

  2. 2.Canon

    27.3%

    Held 2nd. 4.2K estimated branded searches, -14.3% vs prior month. Share -3.5 points.

  3. 3.Epson

    11.2%

    Held 3rd. 1.7K estimated branded searches, -14.9% vs prior month. Share -1.5 points.

  4. 4.Samsung

    2.5%

    Held 4th. 390 estimated branded searches, -18.8% vs prior month. Share -0.5 points.

  5. 5.Brother

    0.45%

    Held 5th. 70 estimated branded searches, -36.4% vs prior month. Share -0.2 points.

Compare popularity between HP and its closest rivals

Every comparison with HP

20 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for HP in New Zealand held steady, from 16.9K to 17.5K.
  • Across the 12 months ending September 2026, HP’s share of searches among laser printer brands in New Zealand increased from 55.8% to 58.6%.
  • Across the 12 months ending September 2026, HP’s share of searches among laser printer brands in New Zealand peaked at 58.6% in September 2026 and was lowest at 50.6% in December 2025.

How did search popularity change for New Zealand laser printer brands in September 2026?

4 changes

  1. In September 2026, HP gained share of searches among laser printer brands in New Zealand, from 52.8% to 58.6%.

  2. In September 2026, Canon lost share of searches among laser printer brands in New Zealand, from 30.8% to 27.3%.

  3. In September 2026, Epson lost share of searches among laser printer brands in New Zealand, from 12.7% to 11.2%.

  4. Estimated monthly branded searches for Brother in New Zealand fell 22.2% over 12 measured months, from 90 to 70 in September 2026.

How are HP’s branded searches counted?

27 search terms

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

  • hp
  • hp business laptops
  • hp calculator
  • hp calculators calculator
  • hp chromebook
  • hp computers
  • hp elitebook
  • hp envy
  • hp envy laptop
  • hp ink
  • hp ink cartridge
  • hp ink cartridges
  • hp laptop
  • hp laptop touchscreen
  • hp notebook
  • hp omen
  • hp omen laptop
  • hp paper
  • hp pavilion
  • hp pavilion laptop
  • hp printer
  • hp printer ink
  • hp printer paper
  • hp probook laptop
  • hp toner
  • hp victus
  • hp zbook laptop

Do you work for HP? 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 HP compete?

HP is ranked in nine competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Laptop brands3rd of 914.7%Show ranking
External monitor brands2nd of 729.3%Show ranking
Portable monitor brands2nd of 630.3%Show ranking
Printer brands1st of 646.9%Show ranking
Printer toner brands1st of 658%Show ranking
Laser printer brands1st of 558.6%Shown above
Plotter printer brands1st of 360.4%Show ranking
Ink cartridges brands3rd of 49.7%Show ranking
Calculator brands3rd of 53%Show ranking
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