Brandwave

How popular isMicrosoft Entra?

In September 2026, people searched for Microsoft Entra by name about 390 times in New Zealand, an 18.2% increase from the previous year. These searches made up 18.1% of all New Zealand workforce identity platform searches, placing Microsoft Entra second out of six platforms. When we asked both ChatGPT and Google AI Overviews about workforce identity platforms, Microsoft Entra appeared in all answers and was the most recommended of the six.

Search and AI answers in September 2026

Microsoft Entra is the second most searched of 6 competitors and the most recommended in AI answers.

  1. OktaShare of searches 60.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. Microsoft EntraShare of searches 18.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  3. Cisco DuoShare of searches 11.2%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
  4. JumpCloudShare of searches 6.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  5. Ping IdentityShare of searches 3.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th

+1 more

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Top workforce identity platforms in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Microsoft Entra1st
  2. Okta2nd
  3. CyberArk Workforce Identity3rd
  4. JumpCloud4th
  5. Ping Identity5th
  6. Cisco Duo–

Mentioned by AI

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

  • Microsoft Entra5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Okta4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • JumpCloud3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • CyberArk Workforce Identity3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Ping Identity2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Cisco Duo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about workforce identity platforms

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 21, 2026.

Which workforce identity platforms compete with Microsoft Entra?

Microsoft Entra against workforce identity platforms in New Zealand, by month

Share of searches by month for Okta, Microsoft Entra, Cisco Duo, JumpCloud, Ping Identity. The figures are in the table below the chart.

View monthly share of searches table
MonthOktaMicrosoft EntraCisco DuoJumpCloudPing IdentityCyberArk Workforce Identity
Oct 202573.6%11%6.4%5.7%3.3%0%
Nov 202573.9%10.2%7.2%6.4%2.3%0%
Dec 202572.1%6.8%10.5%7.8%2.7%0%
Jan 202674%7.1%10.2%5.5%3.1%0%
Feb 202668.4%9.1%11.7%7.4%3.5%0%
Mar 202669.7%9.7%10.5%6.1%3.6%0.36%
Apr 202670%9.9%9.9%7.6%2.7%0%
May 202671.4%9.7%8.8%6.5%3.7%0%
Jun 202672.4%10.6%8.7%4.3%3.9%0%
Jul 202674.2%11.1%8.4%3.7%2.7%0%
Aug 202667.7%14%8.7%6.1%3.5%0%
Sep 202660.5%18.1%11.2%6.5%3.7%0%

  1. 1.Okta

    60.5%

    Held 1st. 1.3K estimated branded searches, -16.1% vs prior month. Share -7.2 points.

  2. 2.Microsoft Entra

    18.1%

    Held 2nd. 390 estimated branded searches, +21.9% vs prior month. Share +4.2 points.

  3. 3.Cisco Duo

    11.2%

    Held 3rd. 240 estimated branded searches, +20% vs prior month. Share +2.4 points.

  4. 4.JumpCloud

    6.5%

    Held 4th. 140 estimated branded searches, 0% vs prior month. Share +0.4 points.

  5. 5.Ping Identity

    3.7%

    Held 5th. 80 estimated branded searches, 0% vs prior month. Share +0.2 points.

  6. 6.CyberArk Workforce Identity

    0%

    Held 6th. 0 estimated branded searches, — vs prior month. Share 0 points.

Compare popularity between Microsoft Entra and its closest rivals

Every comparison with Microsoft Entra

4 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Microsoft Entra in New Zealand rose from 330 to 390.
  • Across the 12 months ending September 2026, Microsoft Entra’s share of searches among workforce identity platforms in New Zealand increased from 11% to 18.1%.
  • Across the 12 months ending September 2026, Microsoft Entra’s share of searches among workforce identity platforms in New Zealand peaked at 18.1% in September 2026 and was lowest at 6.8% in December 2025.

How did search popularity change for New Zealand workforce identity platforms in September 2026?

5 changes

  1. In September 2026, Microsoft Entra gained share of searches among workforce identity platforms in New Zealand, from 14% to 18.1%.

  2. In September 2026, Cisco Duo gained share of searches among workforce identity platforms in New Zealand, from 8.7% to 11.2%.

  3. In September 2026, Okta lost share of searches among workforce identity platforms in New Zealand, from 67.7% to 60.5%.

  4. Estimated monthly branded searches for Ping Identity in New Zealand fell 20% over 12 measured months, from 100 to 80 in September 2026.

  5. Estimated monthly branded searches for JumpCloud in New Zealand fell 17.6% over 12 measured months, from 170 to 140 in September 2026.

How are Microsoft Entra’s branded searches counted?

2 search terms

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

  • microsoft entra
  • microsoftentra

How the Brand Demand Index is measured

Who owns Microsoft Entra?

Microsoft Entra is owned by Microsoft. Brandwave also tracks Microsoft Copilot, Azure Data Factory, Azure Pipelines, Azure Test Plans, Bing, GitHub Actions, GitHub Copilot, LinkedIn, LinkedIn Ads, LinkedIn Sales Navigator, Microsoft 365, Microsoft Advertising, Microsoft Authenticator, Microsoft Azure, Microsoft Bookings, Microsoft Clarity, Microsoft Defender for Business, Microsoft Defender for Endpoint, Microsoft Defender Vulnerability Management, Microsoft Dynamics 365, Microsoft Edge, Microsoft Entra External ID, Microsoft Entra ID, Microsoft Entra Private Access, Microsoft Forms, Microsoft Places, Microsoft Planner, Microsoft Power Apps, Microsoft PowerPoint, Microsoft Surface, Microsoft Teams, Microsoft To Do, Microsoft Translator, Microsoft Visio, Microsoft Whiteboard, Minecraft, OneDrive, OneNote, Outlook, Power Automate, Power BI, SharePoint, Xbox and Xbox Game Pass, owned by the same company, in New Zealand.

Do you work for Microsoft Entra? To request corrections or removal please contact us via our support page and we will be happy to assist.

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