Brandwave

How popular isKobo?

In September 2026, people searched for Kobo by name about 16,400 times in New Zealand, a 41.5% increase from the previous year. These searches made up 24% of all New Zealand e-reader brand searches, placing Kobo third out of five brands. When we asked both ChatGPT and Google AI Overviews about e-reader brands, Kobo appeared in all answers and was the most recommended of the five.

Search and AI answers in September 2026

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

  1. KindleShare of searches 37.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  2. reMarkableShare of searches 35.6%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  3. KoboShare of searches 24%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. BooxShare of searches 2.3%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  5. PocketBookShare of searches 0.37%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
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Top e-reader brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Kobo1st
  2. Kindle2nd
  3. Boox3rd
  4. PocketBook4th
  5. reMarkable–

Mentioned by AI

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

  • Kindle5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kobo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Boox4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • PocketBook1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • reMarkable0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about e-reader brands

5 answers

  • Asked ChatGPT

    “Which e-reader brand should I buy in New Zealand?”

    1. 1Kobo
    2. 2Kindle
    3. 3Boox

  • Asked ChatGPT

    “What are the best e-reader brands in New Zealand?”

    1. 1Kobo
    2. 2Kindle
    3. 3PocketBook
    4. 4Boox

  • Asked ChatGPT

    “What's the best e-reader brand in New Zealand for easily carrying books?”

    1. 1Kobo
    2. 2Kindle

  • Searched Google, AI Overview

    “best e-reader”

    1. 1Kindle
    2. 2Kobo
    3. 3Boox

  • Searched Google, AI Overview

    “ebook reader nz”

    1. 1Kobo
    2. 2Kindle
    3. 3Boox

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 e-reader brands compete with Kobo?

Kobo against e-reader brands in New Zealand, by month

Share of searches by month for Kindle, reMarkable, Kobo, Boox. The figures are in the table below the chart.

View monthly share of searches table
MonthKindlereMarkableKoboBooxPocketBook
Oct 202551.4%23.6%22.4%2.2%0.37%
Nov 202558.8%14%25%1.9%0.33%
Dec 202556.9%11.4%29.5%1.8%0.32%
Jan 202658.4%11.8%27%2.4%0.44%
Feb 202656.1%15.9%25.3%2.3%0.45%
Mar 202657%15.5%25%2.2%0.36%
Apr 202652.5%15.8%28.9%2.3%0.42%
May 202651.9%16.1%28.8%2.8%0.41%
Jun 202643%33.7%21.3%1.7%0.24%
Jul 202637%39.7%20.9%2.1%0.35%
Aug 202633.3%45%19.8%1.7%0.26%
Sep 202637.8%35.6%24%2.3%0.37%

  1. 1.Kindle

    37.8%

    Moved from 2nd to 1st. 25.6K estimated branded searches, -1.3% vs prior month. Share +4.5 points.

  2. 2.reMarkable

    35.6%

    Moved from 1st to 2nd. 24.1K estimated branded searches, -31.2% vs prior month. Share -9.4 points.

  3. 3.Kobo

    24%

    Held 3rd. 16.2K estimated branded searches, +5.4% vs prior month. Share +4.2 points.

  4. 4.Boox

    2.3%

    Held 4th. 1.5K estimated branded searches, +18.5% vs prior month. Share +0.6 points.

  5. 5.PocketBook

    0.37%

    Held 5th. 250 estimated branded searches, +25% vs prior month. Share +0.1 points.

Compare popularity between Kobo and its closest rivals

Every comparison with Kobo

9 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Kobo in New Zealand rose from 11.6K to 16.4K.
  • Across the 12 months ending September 2026, Kobo’s share of searches among e-reader brands in New Zealand increased from 22.4% to 24%.
  • Across the 12 months ending September 2026, Kobo’s share of searches among e-reader brands in New Zealand peaked at 29.5% in December 2025 and was lowest at 19.8% in August 2026.

How did search popularity change for New Zealand e-reader brands in September 2026?

5 changes

  1. In September 2026, Kindle overtook reMarkable to become the leader among e-reader brands in New Zealand, with 37.8% of the searches.

  2. In September 2026, Kobo gained share of searches among e-reader brands in New Zealand, from 19.8% to 24%.

  3. In September 2026, Boox gained share of searches among e-reader brands in New Zealand, from 1.7% to 2.3%.

  4. In September 2026, reMarkable lost share of searches among e-reader brands in New Zealand, from 45% to 35.6%.

  5. Estimated monthly branded searches for PocketBook in New Zealand rose 31.6% over 12 measured months, from 190 to 250 in September 2026.

How are Kobo’s branded searches counted?

14 search terms

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

  • e reader kobo
  • kobo
  • kobo app
  • kobo audiobooks
  • kobo clara
  • kobo clara cover
  • kobo colour
  • kobo cover
  • kobo ebooks
  • kobo inc
  • kobo libra
  • kobo nia
  • kobo sage
  • kobo stylus

Do you work for Kobo? 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 Kobo compete?

Kobo 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
Audiobook and ebook services3rd of 73.6%Show ranking
E-reader brands3rd of 524%Shown above
Creator with pink hair and a pink jacket

Is Kobo your brand?

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