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 4.3% of all New Zealand marine electronics brand searches, placing Humminbird sixth out of six brands. When we asked both ChatGPT and Google AI Overviews about marine electronics brands, Humminbird did not appear in any of the answers.

Search and AI answers in September 2026

Humminbird is the sixth most searched of 6 competitors and not listed in any AI answer.

  1. Garmin MarineShare of searches 26.7%Mentioned in 3 of 4 AI answersPlace in AI recommendations 1st
  2. SimradShare of searches 25.9%Mentioned in 3 of 4 AI answersPlace in AI recommendations 2nd
  3. LowranceShare of searches 22.7%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
  4. RaymarineShare of searches 14.5%Mentioned in 2 of 4 AI answersPlace in AI recommendations 4th
  5. HumminbirdShare of searches 4.3%Mentioned in 0 of 4 AI answersPlace in AI recommendations –

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Top marine electronics brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, Humminbird did not appear in any of the four answers.

Most recommended by AI

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

  1. Garmin Marine1st
  2. Simrad2nd
  3. Lowrance3rd
  4. Raymarine4th
  5. Furuno5th
  6. Humminbird–

Mentioned by AI

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

  • Garmin Marine3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Simrad3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Lowrance3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Furuno3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Raymarine2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Humminbird0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about marine electronics 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 21, 2026.

Which marine electronics brands compete with Humminbird?

Humminbird against marine electronics brands in New Zealand, by month

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

View monthly share of searches table
MonthGarmin MarineSimradLowranceRaymarineFurunoHumminbird
Oct 202524.7%21.9%26.4%18.4%3.5%5.2%
Nov 202527.4%19.5%27.9%15.4%4.1%5.7%
Dec 202525.8%19.1%31.4%16.3%3.1%4.3%
Jan 202624.9%22.2%29.6%13.6%5%4.8%
Feb 202627.7%24.1%25.1%13.8%3.9%5.5%
Mar 202626.3%24.5%26.3%14.6%3.6%4.7%
Apr 202625.3%25.3%22.6%18%5.5%3.2%
May 202626.6%24.3%24.7%16.5%3%4.9%
Jun 202624.2%25%25.4%16.9%4.8%3.6%
Jul 202629.1%25.5%22.2%13.8%5.5%4%
Aug 202628.8%26.4%22.7%13.6%3.4%5.1%
Sep 202626.7%25.9%22.7%14.5%5.9%4.3%

  1. 1.Garmin Marine

    26.7%

    Held 1st. 680 estimated branded searches, -20% vs prior month. Share -2.1 points.

  2. 2.Simrad

    25.9%

    Held 2nd. 660 estimated branded searches, -15.4% vs prior month. Share -0.6 points.

  3. 3.Lowrance

    22.7%

    Held 3rd. 580 estimated branded searches, -13.4% vs prior month. Share 0 points.

  4. 4.Raymarine

    14.5%

    Held 4th. 370 estimated branded searches, -7.5% vs prior month. Share +1 points.

  5. 5.Furuno

    5.9%

    Moved from 6th to 5th. 150 estimated branded searches, +50% vs prior month. Share +2.5 points.

  6. 6.Humminbird

    4.3%

    Moved from 5th to 6th. 110 estimated branded searches, -26.7% vs prior month. Share -0.8 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?

4 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’s share of searches among marine electronics brands in New Zealand decreased from 5.2% to 4.3%.
  • Across the 12 months ending September 2026, Humminbird’s share of searches among marine electronics brands in New Zealand peaked at 5.7% in November 2025 and was lowest at 3.2% in April 2026.
  • Across the 12 months ending September 2026, Humminbird fell from 5th to 6th among marine electronics brands in New Zealand.

How did search popularity change for New Zealand marine electronics brands in September 2026?

6 changes

  1. In September 2026, Furuno overtook Humminbird to rank 5th among marine electronics brands in New Zealand, with 5.9% of the searches.

  2. In September 2026, Raymarine gained share of searches among marine electronics brands in New Zealand, from 13.6% to 14.5%.

  3. In September 2026, Garmin Marine lost share of searches among marine electronics brands in New Zealand, from 28.8% to 26.7%.

  4. In September 2026, Humminbird lost share of searches among marine electronics brands in New Zealand, from 5.1% to 4.3%.

  5. In September 2026, Simrad lost share of searches among marine electronics brands in New Zealand, from 26.4% to 25.9%.

  6. Estimated monthly branded searches for Lowrance in New Zealand fell 23.7% over 12 measured months, from 760 to 580 in September 2026.

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

Do you work for Humminbird? 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 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%Show ranking
Marine electronics brands6th of 64.3%Shown above
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