Brandwave

How popular isKPMG?

In September 2026, people searched for KPMG by name about 6,590 times in New Zealand, a 40.8% increase from the previous year. These searches made up 9.8% of all New Zealand accounting and advisory firm searches, placing KPMG fifth out of 11 firms. When we asked both ChatGPT and Google AI Overviews about accounting and advisory firms, KPMG appeared in three of the five answers and was the fourth most recommended of the 11.

Search and AI answers in September 2026

KPMG is the fifth most searched of 11 competitors and the fourth most recommended in AI answers.

  1. PwCShare of searches 25.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
  2. Grant ThorntonShare of searches 15.7%Mentioned in 1 of 5 AI answersPlace in AI recommendations 9th
  3. EYShare of searches 15.6%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
  4. Baker Tilly Staples RodwayShare of searches 10.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 8th
  5. KPMGShare of searches 9.8%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th

+6 more

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Top accounting and advisory firms in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, KPMG was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. KPMG is the fourth most recommended of the 11.

Most recommended by AI

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

  1. nextAdvisory1st
  2. BDO2nd
  3. PwC3rd
  4. KPMG4th
  5. Deloitte5th
  6. Moore Markhams6th
  7. EY7th
  8. Baker Tilly Staples Rodway8th
  9. Grant Thornton9th
  10. RSM10th
  11. +1 more

Mentioned by AI

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

  • BDO4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Moore Markhams4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Baker Tilly Staples Rodway3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • KPMG3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • nextAdvisory3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • PwC2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • EY2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Deloitte2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Grant Thornton1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • RSM1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about accounting and advisory firms

5 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 20, 2026.

Which accounting and advisory firms compete with KPMG?

KPMG against accounting and advisory firms in New Zealand, by month

Share of searches by month for PwC, Grant Thornton, EY, Baker Tilly Staples Rodway, KPMG, BDO, Deloitte, Moore Markhams, nextAdvisory. The figures are in the table below the chart.

View monthly share of searches table
MonthPwCGrant ThorntonEYBaker Tilly Staples RodwayKPMGBDODeloitteMoore MarkhamsnextAdvisoryRSMCrowe
Oct 202516.7%17.8%15.7%13.1%9.5%8%7.8%6.6%3.6%1.2%0.11%
Nov 202516.7%17.5%17.4%12.8%10%8.2%7.9%5.3%2.9%1.2%0.11%
Dec 202516.3%18.4%16.3%13.5%8.5%7.5%8.5%6.8%3%0.99%0.14%
Jan 202616.1%17.4%17.2%12.8%8.9%7.9%7.7%6.4%4.3%1.2%0.13%
Feb 202617.1%16.9%18.1%12%9.2%7.5%7%7.6%3.4%1.2%0.11%
Mar 202614.7%19.8%22.4%11.3%9.2%6.4%6.7%4.9%2.7%1.8%0.2%
Apr 202614.2%17.9%18.1%12.4%11.4%7.3%6.4%5.4%5.4%1.6%0.11%
May 202613.7%17.5%18.5%12.7%11.7%7.7%6.7%6.5%4.3%0.77%0.11%
Jun 202613.6%17.4%18.4%12.6%13.3%6.7%6.8%6.4%3.5%1.2%0.11%
Jul 202612.9%24.4%16.8%12.7%9.2%7.4%6.2%6%3.2%1.1%0.1%
Aug 202620.4%18.2%15.3%12.1%10.3%7.3%7.6%4.6%3.1%1.1%0.1%
Sep 202625.2%15.7%15.6%10.8%9.8%7%6.7%5.8%2.5%0.88%0.1%

  1. 1.PwC

    25.2%

    Held 1st. 2.6K estimated branded searches, +21.1% vs prior month. Share +4.8 points.

  2. 2.Grant Thornton

    15.7%

    Held 2nd. 1.6K estimated branded searches, -15.8% vs prior month. Share -2.6 points.

  3. 3.EY

    15.6%

    Held 3rd. 1.6K estimated branded searches, 0% vs prior month. Share +0.3 points.

  4. 4.Baker Tilly Staples Rodway

    10.8%

    Held 4th. 1.1K estimated branded searches, -12.7% vs prior month. Share -1.3 points.

  5. 5.KPMG

    9.8%

    Held 5th. 1K estimated branded searches, -6.5% vs prior month. Share -0.5 points.

  6. 6.BDO

    7%

    Moved from 7th to 6th. 720 estimated branded searches, -5.3% vs prior month. Share -0.2 points.

  7. 7.Deloitte

    6.7%

    Moved from 6th to 7th. 680 estimated branded searches, -13.9% vs prior month. Share -0.9 points.

  8. 8.Moore Markhams

    5.8%

    Held 8th. 590 estimated branded searches, +22.9% vs prior month. Share +1.2 points.

  9. 9.nextAdvisory

    2.5%

    Held 9th. 260 estimated branded searches, -18.8% vs prior month. Share -0.5 points.

  10. 10.RSM

    0.88%

    Held 10th. 90 estimated branded searches, -18.2% vs prior month. Share -0.2 points.

  11. 11.Crowe

    0.1%

    Held 11th. 10 estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between KPMG and its closest rivals

Every comparison with KPMG

15 comparisons

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

2 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for KPMG in New Zealand rose from 4.7K to 6.6K.
  • Across the 12 months ending September 2026, KPMG’s share of searches among accounting and advisory firms in New Zealand peaked at 13.3% in June 2026 and was lowest at 8.5% in December 2025.

How did search popularity change for New Zealand accounting and advisory firms in September 2026?

6 changes

  1. In September 2026, PwC gained share of searches among accounting and advisory firms in New Zealand, from 20.4% to 25.2%.

  2. In September 2026, Moore Markhams gained share of searches among accounting and advisory firms in New Zealand, from 4.6% to 5.8%.

  3. In September 2026, Grant Thornton lost share of searches among accounting and advisory firms in New Zealand, from 18.2% to 15.7%.

  4. In September 2026, Baker Tilly Staples Rodway lost share of searches among accounting and advisory firms in New Zealand, from 12.1% to 10.8%.

  5. In September 2026, Deloitte lost share of searches among accounting and advisory firms in New Zealand, from 7.6% to 6.7%.

  6. In September 2026, nextAdvisory lost share of searches among accounting and advisory firms in New Zealand, from 3.1% to 2.5%.

How are KPMG’s branded searches counted?

8 search terms

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

  • kpmg
  • kpmg accounting
  • kpmg ashburton
  • kpmg chartered accountants
  • KPMG Hamilton
  • KPMG New Zealand
  • KPMG Tauranga
  • kpmg timaru

Do you work for KPMG? 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 KPMG compete?

KPMG is ranked in five competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
accounting and advisory firms5th of 119.8%Shown above
Tax advisory brands5th of 52.1%Show ranking
Corporate finance and M&A advisers7th of 82.5%Show ranking
Ashburton accounting firms4th of 813.5%Show ranking
Timaru accounting firms6th of 98.6%Show ranking
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