Brandwave

How popular isSony?

In September 2026, people searched for Sony by name about 28,000 times in New Zealand, a 12.4% increase from the previous year. These searches made up 56.1% of all New Zealand camera lens brand searches, placing Sony first out of seven brands. When we asked both ChatGPT and Google AI Overviews about camera lens brands, Sony appeared in all answers and was the most recommended of the seven.

Search and AI answers in September 2026

Sony is the most searched of 7 competitors and the most recommended in AI answers.

  1. SonyShare of searches 56.1%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. FujifilmShare of searches 18.5%Mentioned in 4 of 5 AI answersPlace in AI recommendations 6th
  3. CanonShare of searches 13.8%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. NikonShare of searches 9.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  5. OM SystemShare of searches 0.85%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th

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Top camera lens brands in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Sony1st
  2. Canon2nd
  3. Nikon3rd
  4. Sigma4th
  5. Tamron5th
  6. Fujifilm6th
  7. OM System7th

Mentioned by AI

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

  • Sony5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Nikon5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Fujifilm4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Canon4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Tamron4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Sigma4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • OM System2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about camera lens brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.

Which camera lens brands compete with Sony?

Sony against camera lens brands in New Zealand, by month

Share of searches by month for Sony, Fujifilm, Canon, Nikon. The figures are in the table below the chart.

View monthly share of searches table
MonthSonyFujifilmCanonNikonOM SystemTamronSigma
Oct 202554.4%17.5%16%9.3%0.39%1.3%0.93%
Nov 202558.7%17.3%14%7.8%0.32%0.89%0.92%
Dec 202556.5%18.5%14.4%8.4%0.41%1%0.76%
Jan 202652.3%17.6%17.8%9.7%0.51%1.1%0.94%
Feb 202654.4%16.9%16.1%9.7%0.59%1.3%1.1%
Mar 202653.6%17.5%16.8%9.4%0.52%1.2%0.97%
Apr 202654.8%17.8%14.5%10.3%0.54%1.2%0.8%
May 202654.3%17.1%16.4%9%0.61%1.7%0.93%
Jun 202655.2%17.4%15.5%8.7%0.52%1.7%0.96%
Jul 202655.7%16.8%16.1%8.6%0.61%1.4%0.75%
Aug 202650.7%19.6%17.3%9.7%0.6%1.2%0.92%
Sep 202656.1%18.5%13.8%9.4%0.85%0.72%0.69%

  1. 1.Sony

    56.1%

    Held 1st. 17.1K estimated branded searches, +18.8% vs prior month. Share +5.4 points.

  2. 2.Fujifilm

    18.5%

    Held 2nd. 5.6K estimated branded searches, +1.1% vs prior month. Share -1.2 points.

  3. 3.Canon

    13.8%

    Held 3rd. 4.2K estimated branded searches, -14.3% vs prior month. Share -3.5 points.

  4. 4.Nikon

    9.4%

    Held 4th. 2.9K estimated branded searches, +4.7% vs prior month. Share -0.2 points.

  5. 5.OM System

    0.85%

    Moved from 7th to 5th. 260 estimated branded searches, +52.9% vs prior month. Share +0.3 points.

  6. 6.Tamron

    0.72%

    Moved from 5th to 6th. 220 estimated branded searches, -37.1% vs prior month. Share -0.5 points.

  7. 7.Sigma

    0.69%

    Moved from 6th to 7th. 210 estimated branded searches, -19.2% vs prior month. Share -0.2 points.

Compare popularity between Sony and its closest rivals

Every comparison with Sony

41 comparisons

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

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Sony in New Zealand rose from 24.9K to 28K.
  • Across the 12 months ending September 2026, Sony’s share of searches among camera lens brands in New Zealand increased from 54.4% to 56.1%.
  • Across the 12 months ending September 2026, Sony’s share of searches among camera lens brands in New Zealand peaked at 58.7% in November 2025 and was lowest at 50.7% in August 2026.

How did search popularity change for New Zealand camera lens brands in September 2026?

6 changes

  1. In September 2026, Sony gained share of searches among camera lens brands in New Zealand, from 50.7% to 56.1%.

  2. In September 2026, Canon lost share of searches among camera lens brands in New Zealand, from 17.3% to 13.8%.

  3. In September 2026, Fujifilm lost share of searches among camera lens brands in New Zealand, from 19.6% to 18.5%.

  4. In September 2026, Tamron lost share of searches among camera lens brands in New Zealand, from 1.2% to 0.72%.

  5. In September 2026, OM System rose from 7th to 5th among camera lens brands in New Zealand.

  6. In September 2026, Sigma fell from 6th to 7th among camera lens brands in New Zealand.

How are Sony’s branded searches counted?

25 search terms

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

  • sony
  • sony android tv
  • sony av receiver
  • sony bluetooth headphones
  • sony bravia tv
  • sony camara
  • sony cyber shot
  • sony earbuds
  • sony earphones
  • sony headphones
  • sony led tv
  • sony lens
  • sony mirrorless
  • sony oled tv
  • sony receiver
  • sony turntable
  • sony tv
  • sony tv sale
  • sony wh 1000xm4
  • sony wh 1000xm5
  • sony wh 1000xm6
  • sony wired earphones
  • sony wired headphones
  • sony wireless earbuds
  • sony wireless headphones

How the Brand Demand Index is measured

Who owns Sony?

Sony is owned by Sony. Brandwave also tracks PlayStation and PlayStation VR2, owned by the same company, in New Zealand.

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

Where does Sony compete?

Sony is ranked in 17 competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Headphone brands3rd of 1013.4%Show ranking
Bluetooth headphones brands3rd of 810.5%Show ranking
Bluetooth earbuds brands3rd of 611.2%Show ranking
Earphones brands3rd of 611.3%Show ranking
Ear buds brands3rd of 411.3%Show ranking
Speaker brands2nd of 1219.6%Show ranking
Bluetooth speaker brands2nd of 821.3%Show ranking
Home cinema brands2nd of 822.9%Show ranking
Camera brands1st of 829.7%Show ranking
Soundbar with subwoofer brands2nd of 635.4%Show ranking
TV brands1st of 843.1%Show ranking
Camera lens brands1st of 756.1%Shown above
Surround sound system brands1st of 856.5%Show ranking
Telephoto lens brands1st of 470.1%Show ranking
Wide angle lens brands1st of 470.1%Show ranking
Turntable brands4th of 56.5%Show ranking
AV receiver brands5th of 54.3%Show ranking
Creator with pink hair and a pink jacket

Is Sony your brand?

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