Brandwave

How popular isZotero?

In October 2026, people searched for Zotero by name about 2,780 times in New Zealand, a 28.1% increase from the previous year. These searches made up 60.8% of all New Zealand reference manager software searches, placing Zotero first out of four brands. When we asked both ChatGPT and Google AI Overviews about reference manager software, Zotero appeared in all answers and was the most recommended of the four.

Search and AI answers in October 2026

Zotero is the most searched of 4 competitors and the most recommended in the AI answers we collected.

  1. ZoteroShare of searches 60.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. EndNoteShare of searches 21%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. MendeleyShare of searches 16.6%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  4. PaperpileShare of searches 1.6%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
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Top reference manager software in ChatGPT and Google AI Overviews

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

Most recommended by AI

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

  1. Zotero1st
  2. EndNote2nd
  3. Mendeley3rd
  4. Paperpile4th

Mentioned by AI

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

  • Zotero5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • EndNote5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Mendeley5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Paperpile3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about reference manager software

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

How often do people search for Zotero compared with other New Zealand reference manager software?

Zotero against reference manager software in New Zealand, by month

Share of searches by month for Zotero, EndNote, Mendeley. The figures are in the table below the chart.

View monthly share of searches table
MonthZoteroEndNoteMendeleyPaperpile
Nov 202557.3%20.5%19.7%2.5%
Dec 202551.8%22.9%22%3.2%
Jan 202656.1%23.4%18.4%2.2%
Feb 202655.1%28.3%15.1%1.5%
Mar 202657%29.4%12.7%0.88%
Apr 202659%25%15%1%
May 202659%24.9%15.1%1.1%
Jun 202657.9%20.7%19.6%1.9%
Jul 202656.5%29.4%12.8%1.2%
Aug 202656.8%27.9%14.3%1%
Sep 202654.9%28.6%15%1.5%
Oct 202660.8%21%16.6%1.6%

  1. 1.Zotero

    60.8%

    Held 1st. 2.6K estimated branded searches, +0.38% vs prior month. Share +5.9 points.

  2. 2.EndNote

    21%

    Held 2nd. 910 estimated branded searches, -33.6% vs prior month. Share -7.6 points.

  3. 3.Mendeley

    16.6%

    Held 3rd. 720 estimated branded searches, 0% vs prior month. Share +1.6 points.

  4. 4.Paperpile

    1.6%

    Held 4th. 70 estimated branded searches, 0% vs prior month. Share +0.2 points.

Compare popularity between Zotero and its closest rivals

Every comparison with Zotero

6 comparisons

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

3 findings
  • Across the 12 months ending October 2026, estimated monthly branded searches for Zotero in New Zealand rose from 2.2K to 2.8K.
  • Across the 12 months ending October 2026, Zotero’s share of searches among reference manager software in New Zealand increased from 57.3% to 60.8%.
  • Across the 12 months ending October 2026, Zotero’s share of searches among reference manager software in New Zealand peaked at 60.8% in October 2026 and was lowest at 51.8% in December 2025.

How did search popularity change for New Zealand reference manager software in October 2026?

4 changes

  1. In October 2026, Zotero gained share of searches among reference manager software in New Zealand, from 54.9% to 60.8%.

  2. In October 2026, Mendeley gained share of searches among reference manager software in New Zealand, from 15% to 16.6%.

  3. In October 2026, EndNote lost share of searches among reference manager software in New Zealand, from 28.6% to 21%.

  4. Estimated monthly branded searches for Paperpile in New Zealand fell 22.2% over 12 measured months, from 90 to 70 in October 2026.

How are Zotero’s branded searches counted?

9 search terms

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

  • citation manager zotero
  • word zotero
  • zotero
  • zotero apa
  • zotero chrome plugin
  • zotero citation
  • zotero connector
  • zotero plugin
  • zotero reference generator

Do you work for Zotero? 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 Zotero compete?

Zotero is ranked by how often people search for it 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
Citation and reference tools3rd of 619.4%Show ranking
Reference manager software1st of 460.8%Shown above
Creator with pink hair and a pink jacket

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