Brandwave

How popular isHumminbird?

In September 2026, people searched for Humminbird by name about 110 times in New Zealand, a 26.7% decrease from the previous year. These searches made up 0.62% of all New Zealand depth finder brand searches, placing Humminbird fifth out of five brands. When we asked both ChatGPT and Google AI Overviews about depth finder brands, Humminbird appeared in four of the five answers and was the third most recommended of the five.

Search and AI answers in September 2026

Humminbird is the fifth most searched of 5 competitors and the third most recommended in AI answers.

  1. GarminShare of searches 92%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. LowranceShare of searches 3.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. SimradShare of searches 3.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. FurunoShare of searches 0.87%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  5. HumminbirdShare of searches 0.62%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
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Top depth finder brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Humminbird was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Humminbird is the third most recommended of the five.

Most recommended by AI

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

  1. Garmin1st
  2. Lowrance2nd
  3. Humminbird3rd
  4. Simrad4th
  5. Furuno5th

Mentioned by AI

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

  • Garmin5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Lowrance5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Humminbird4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Simrad3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Furuno3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about depth finder brands

5 answers

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

Which depth finder brands compete with Humminbird?

Humminbird against depth finder brands in New Zealand, by month

Share of searches by month for Garmin, Lowrance, Simrad, Humminbird. The figures are in the table below the chart.

View monthly share of searches table
MonthGarminLowranceSimradFurunoHumminbird
Oct 202590.9%4.5%3.2%0.55%0.86%
Nov 202590.6%4.9%2.8%0.7%0.95%
Dec 202588%7%3.3%0.65%0.95%
Jan 202686.1%7.4%4.1%1.2%1.1%
Feb 202690.6%4.6%3.2%0.67%0.92%
Mar 202691.2%4.2%3.4%0.55%0.68%
Apr 202693.3%2.9%2.7%0.69%0.44%
May 202692.2%3.8%2.9%0.44%0.69%
Jun 202690.6%4.6%3.5%0.82%0.52%
Jul 202690%4.2%4.1%1%0.67%
Aug 202691%3.9%3.7%0.55%0.86%
Sep 202692%3.4%3.1%0.87%0.62%

  1. 1.Garmin

    92%

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

  2. 2.Lowrance

    3.4%

    Held 2nd. 550 estimated branded searches, -14.1% vs prior month. Share -0.5 points.

  3. 3.Simrad

    3.1%

    Held 3rd. 500 estimated branded searches, -16.7% vs prior month. Share -0.6 points.

  4. 4.Furuno

    0.87%

    Moved from 5th to 4th. 140 estimated branded searches, +55.6% vs prior month. Share +0.3 points.

  5. 5.Humminbird

    0.62%

    Moved from 4th to 5th. 100 estimated branded searches, -28.6% vs prior month. Share -0.2 points.

Compare popularity between Humminbird and its closest rivals

Every comparison with Humminbird

6 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Humminbird in New Zealand fell from 150 to 110.
  • Across the 12 months ending September 2026, Humminbird fell from 4th to 5th among depth finder brands in New Zealand.

How did search popularity change for New Zealand depth finder brands in September 2026?

5 changes

  1. In September 2026, Garmin gained share of searches among depth finder brands in New Zealand, from 91% to 92%.

  2. In September 2026, Simrad lost share of searches among depth finder brands in New Zealand, from 3.7% to 3.1%.

  3. In September 2026, Lowrance lost share of searches among depth finder brands in New Zealand, from 3.9% to 3.4%.

  4. In September 2026, Furuno rose from 5th to 4th among depth finder brands in New Zealand.

  5. In September 2026, Humminbird fell from 4th to 5th among depth finder brands in New Zealand.

How are Humminbird’s branded searches counted?

5 search terms

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

  • fischfinder humminbird
  • humminbird
  • humminbird chartplotter
  • humminbird marine
  • humminbird sonar

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How the Brand Demand Index is measured

Where does Humminbird compete?

Humminbird is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Depth finder brands5th of 50.62%Shown above
Marine electronics brands6th of 64.3%Show ranking
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Is Humminbird your brand?

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