How popular isNikon?
In September 2026, people searched for Nikon by name about 3,570 times in New Zealand, a 5.6% increase from the previous year. These searches made up 15.5% of all New Zealand binocular brand searches, placing Nikon third out of eight brands. When we asked both ChatGPT and Google AI Overviews about binocular brands, Nikon appeared in four of the five answers and was the most recommended of the eight.
Nikon is the third most searched of 8 competitors and the most recommended in AI answers.
SwarovskiShare of searches 57.7%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
CanonShare of searches 22.7%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
NikonShare of searches 15.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
BushnellShare of searches 2.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
VortexShare of searches 1.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
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Top binocular brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Nikon was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Nikon is the most recommended of the eight.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Vortex5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Swarovski4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Nikon4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Bushnell3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Zeiss3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Kowa2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Steiner1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Canon0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about binocular brands
5 answers
Asked ChatGPT
“Which binocular brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best binocular brands in New Zealand?”
Asked ChatGPT
“What's the best binocular brand in New Zealand for birdwatching?”
Searched Google, AI Overview
“binoculars nz”
Searched Google, AI Overview
“bird watching binoculars”
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 binocular brands compete with Nikon?
Share of searches by month for Swarovski, Canon, Nikon, Bushnell. The figures are in the table below the chart.
View monthly share of searches table
| Month | Swarovski | Canon | Nikon | Bushnell | Vortex | Kowa | Zeiss | Steiner |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 58.2% | 24.3% | 14.1% | 1.5% | 1.1% | 0.27% | 0.22% | 0.27% |
| Nov 2025 | 69.3% | 17.6% | 9.8% | 1.5% | 1.2% | 0.18% | 0.14% | 0.22% |
| Dec 2025 | 73.1% | 15.2% | 8.9% | 1.5% | 0.87% | 0.15% | 0.15% | 0.19% |
| Jan 2026 | 60.7% | 23% | 12.6% | 1.8% | 1.2% | 0.24% | 0.19% | 0.24% |
| Feb 2026 | 60.9% | 21.7% | 13.1% | 2% | 1.5% | 0.29% | 0.23% | 0.29% |
| Mar 2026 | 57.2% | 24.2% | 13.6% | 2.3% | 1.9% | 0.27% | 0.27% | 0.27% |
| Apr 2026 | 59.5% | 20.9% | 14.9% | 2.1% | 1.9% | 0.22% | 0.22% | 0.22% |
| May 2026 | 62.4% | 22% | 12.1% | 1.5% | 1.3% | 0.29% | 0.19% | 0.24% |
| Jun 2026 | 59.2% | 23.3% | 13.1% | 1.7% | 1.8% | 0.33% | 0.28% | 0.22% |
| Jul 2026 | 58.5% | 24.4% | 13% | 1.7% | 1.6% | 0.27% | 0.38% | 0.22% |
| Aug 2026 | 55.9% | 25.5% | 14.2% | 2% | 1.7% | 0.26% | 0.26% | 0.26% |
| Sep 2026 | 57.7% | 22.7% | 15.5% | 2.1% | 1.4% | 0.27% | 0.22% | 0.16% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 57.7% | 10.7K | -0.65% | +1.8 points | |
| 2, held 2nd | 22.7% | 4.2K | -14.3% | -2.8 points | |
| 3, held 3rd | 15.5% | 2.9K | +4.7% | +1.3 points | |
| 4, held 4th | 2.1% | 380 | 0% | +0.1 points | |
| 5, held 5th | 1.4% | 260 | -18.8% | -0.3 points | |
| 6, held 6th | 0.27% | 50 | 0% | 0 points | |
| 7, moved from 8th to 7th | 0.22% | 40 | -20% | 0 pointsmoved from 8th to 7th | |
| 8, moved from 7th to 8th | 0.16% | 30 | -40% | -0.1 pointsmoved from 7th to 8th |
57.7%
Held 1st. 10.7K estimated branded searches, -0.65% vs prior month. Share +1.8 points.
2.
Canon22.7%
Held 2nd. 4.2K estimated branded searches, -14.3% vs prior month. Share -2.8 points.
3.
Nikon15.5%
Held 3rd. 2.9K estimated branded searches, +4.7% vs prior month. Share +1.3 points.
4.
Bushnell2.1%
Held 4th. 380 estimated branded searches, 0% vs prior month. Share +0.1 points.
5.
Vortex1.4%
Held 5th. 260 estimated branded searches, -18.8% vs prior month. Share -0.3 points.
6.Kowa
0.27%
Held 6th. 50 estimated branded searches, 0% vs prior month. Share 0 points.
7.
Zeiss0.22%
Moved from 8th to 7th. 40 estimated branded searches, -20% vs prior month. Share 0 points.
8.
Steiner0.16%
Moved from 7th to 8th. 30 estimated branded searches, -40% vs prior month. Share -0.1 points.
Compare popularity between Nikon and its closest rivals
Every comparison with Nikon
15 comparisons
How has branded search demand for Nikon changed in New Zealand over the last 12 months?
3 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Nikon in New Zealand rose from 3.4K to 3.6K.
- Across the 12 months ending September 2026, Nikon’s share of searches among binocular brands in New Zealand increased from 14.1% to 15.5%.
- Across the 12 months ending September 2026, Nikon’s share of searches among binocular brands in New Zealand peaked at 15.5% in September 2026 and was lowest at 8.9% in December 2025.
How did search popularity change for New Zealand binocular brands in September 2026?
6 changes
In September 2026, Swarovski gained share of searches among binocular brands in New Zealand, from 55.9% to 57.7%.
In September 2026, Nikon gained share of searches among binocular brands in New Zealand, from 14.2% to 15.5%.
In September 2026, Canon lost share of searches among binocular brands in New Zealand, from 25.5% to 22.7%.
In September 2026, Zeiss rose from 8th to 7th among binocular brands in New Zealand.
In September 2026, Steiner fell from 7th to 8th among binocular brands in New Zealand.
Estimated monthly branded searches for Bushnell in New Zealand rose 35.7% over 12 measured months, from 280 to 380 in September 2026.
How are Nikon’s branded searches counted?
7 search terms
Brandwave collects information about searches that people make online using Nikon’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.
- nikon
- nikon camera
- nikon coolpix
- nikon lens
- nikon mirrorless
- nikon zf
- nikon zfc
Do you work for Nikon? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Nikon compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Camera brands | 6th of 8 | 6.1% | Show ranking |
| Camera lens brands | 4th of 7 | 9.4% | Show ranking |
| Telephoto lens brands | 3rd of 4 | 11.8% | Show ranking |
| Wide angle lens brands | 3rd of 4 | 11.8% | Show ranking |
| Binocular brands | 3rd of 8 | 15.5% | Shown above |
| Film camera brands | 3rd of 5 | 21% | Show ranking |
Is Nikon your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.