Brandwave

Skinny vs Spark:Which is more popular?

In September 2026, Spark had more branded searches than Skinny among mobile and broadband providers in New Zealand. Spark had about 84,300 branded searches, while Skinny had 35,800. Spark made up 18.5% of all mobile and broadband provider searches we track, and Skinny accounted for 7.8%. When we asked ChatGPT and Google AI Overviews about mobile and broadband providers, Skinny and Spark each appeared in four of the five answers. Skinny was mentioned before Spark in three out of five answers.

Among mobile and broadband providers in New Zealand in September 2026

Who do people search for more?

Spark, about 2 searches for every 1 for Skinny

Spark 84.3K searchesSkinny 35.8K searches

Who does AI mention more?

Both were mentioned in 4 of 5 answers.

Skinny in 4 of 5Spark in 4 of 5

Who does AI recommend more?

Skinny, named ahead of Spark in 3 of 5 answers

Skinny first in 3Spark first in 2

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Top mobile and broadband providers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Skinny and Spark were each mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Skinny was listed before Spark in three out of five answers.

Most recommended by AI

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

  1. 2degrees1st
  2. Skinny2nd
  3. Spark3rd
  4. One NZ4th
  5. Warehouse Mobile5th
  6. Kogan Mobile6th
  7. Mercury7th
  8. Contact Energy–
  9. Zeronet–

Mentioned by AI

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

  • One NZ5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • 2degrees5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Spark4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Skinny4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Kogan Mobile2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Warehouse Mobile1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Mercury1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Contact Energy0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Zeronet0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about mobile and broadband providers

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 19, 2026.

Is Skinny or Spark more popular in search?

This chart shows how often people search Google for Skinny and Spark by name. Each line represents a brand's share of searches for all nine mobile and broadband providers we track, month by month, from searches in New Zealand.

Skinny and Spark among mobile and broadband providers in New Zealand, by month

Share of searches by month for Spark, Skinny. The figures are in the table below the chart.

View monthly share of searches table
MonthOne NZSparkContact Energy2degreesSkinnyKogan MobileWarehouse MobileZeronetMercury
Oct 202531.7%19.6%17.4%18.7%7.8%1.6%2%0.7%0.52%
Nov 202536.2%18.4%13.5%17%9%3.3%1.6%0.67%0.44%
Dec 202534.4%17.5%15.5%16.9%9.5%3.1%1.8%0.8%0.38%
Jan 202633.9%17.5%18.7%16.7%8.4%1.7%1.7%0.96%0.53%
Feb 202633.8%17.3%18.6%16.9%8.4%1.4%2.2%0.95%0.53%
Mar 202632%19.7%17.5%16.9%8.8%1.9%1.7%0.9%0.54%
Apr 202634.7%17.5%18.9%15.8%8.5%1.4%1.5%0.97%0.66%
May 202634.6%17.9%19%15.7%8.5%1.4%1.5%0.78%0.67%
Jun 202632.7%17.2%21.9%15.9%8.1%1.3%1.2%1.1%0.62%
Jul 202630%15.5%24.4%16.6%8.3%1.8%1.3%1.1%0.96%
Aug 202634.4%14.5%23%15.6%7.8%1.7%1.3%1.2%0.64%
Sep 202637%18.5%16.8%15.5%7.8%1.9%1.1%0.89%0.48%

How has the Skinny and Spark comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand mobile and broadband providers in September 2026?

1 change

  1. In September 2026, Spark overtook Contact Energy and 2degrees to rank 2nd among mobile and broadband providers in New Zealand, with 18.5% of the searches.

How are branded searches counted?

19 search terms

Brandwave collects information about searches that people make online using Skinny’s and Spark’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Skinny

8 branded search terms

  • skinny broadband
  • skinny fibre
  • skinny fibre broadband
  • skinny internet
  • skinny mobile
  • skinny prepaid
  • skinny prepay
  • skinny wireless broadband

Spark

11 branded search terms

  • spark
  • spark broadband
  • spark fibre
  • spark fibre broadband
  • spark internet
  • spark mobile
  • spark pay monthly
  • spark prepaid
  • spark prepay
  • spark rural broadband
  • spark wireless broadband

How the Brand Demand Index is measured

Other head-to-heads among mobile and broadband providers

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