Bluetooth earbuds brands in New Zealand:Which are most popular?
In September 2026, Apple AirPods was the most searched bluetooth earbuds brand in New Zealand, accounting for 54.8% of all searches among the six brands we track. When we checked with ChatGPT and Google AI Overviews, Apple AirPods, Sony and Samsung showed up in every answer. Sony was recommended most often, coming first in three out of four responses.
Apple AirPodsShare of searches 54.8%Mentioned in 4 of 4 AI answersPlace in AI recommendations 5th
JBLShare of searches 25.7%Mentioned in 3 of 4 AI answersPlace in AI recommendations 3rd
SonyShare of searches 11.2%Mentioned in 4 of 4 AI answersPlace in AI recommendations 1st
BoseShare of searches 7.4%Mentioned in 3 of 4 AI answersPlace in AI recommendations 4th
SoundcoreShare of searches 0.58%Mentioned in 2 of 4 AI answersPlace in AI recommendations 6th
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Top bluetooth earbuds brands in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and one Google AI Overview, Apple AirPods, Sony and Samsung appeared every time. Sony was recommended most often, coming first in three out of four answers. Samsung was second, and JBL was third.
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.
- Apple AirPods4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Sony4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Samsung4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers- JBL3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Bose3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Soundcore2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about bluetooth earbuds brands
4 answers
Asked ChatGPT
“Which Bluetooth earbuds brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best Bluetooth earbuds brands in New Zealand?”
Asked ChatGPT
“What's the best Bluetooth earbuds brand in New Zealand for everyday listening?”
Searched Google, AI Overview
“wireless earbuds nz”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“bluetooth earbuds nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Which bluetooth earbuds brands do people search for most?
This chart shows how often people search Google for each bluetooth earbuds brand by name. Each line represents a brand's share of searches for all six bluetooth earbuds brands we track, month by month, from searches in New Zealand.
Share of searches by month for Apple AirPods, JBL, Sony, Bose. The figures are in the table below the chart.
View monthly share of searches table
| Month | Apple AirPods | JBL | Sony | Bose | Soundcore | Samsung |
|---|---|---|---|---|---|---|
| Oct 2025 | 55.1% | 23.8% | 11.4% | 8.9% | 0.54% | 0.29% |
| Nov 2025 | 53.9% | 25.3% | 11.3% | 8.9% | 0.4% | 0.26% |
| Dec 2025 | 48.3% | 33.2% | 9.8% | 8.2% | 0.37% | 0.24% |
| Jan 2026 | 52.2% | 27.5% | 11.4% | 8.2% | 0.47% | 0.31% |
| Feb 2026 | 57.8% | 23% | 11.2% | 7.2% | 0.52% | 0.28% |
| Mar 2026 | 58% | 22.1% | 11.5% | 7.5% | 0.58% | 0.31% |
| Apr 2026 | 53.5% | 26.5% | 11.5% | 7.8% | 0.47% | 0.31% |
| May 2026 | 56.1% | 23.8% | 11.3% | 8% | 0.54% | 0.24% |
| Jun 2026 | 56.2% | 23.8% | 10.9% | 8.2% | 0.64% | 0.23% |
| Jul 2026 | 55.5% | 24.3% | 11.5% | 7.9% | 0.53% | 0.29% |
| Aug 2026 | 57.1% | 24.2% | 9.7% | 8% | 0.59% | 0.32% |
| Sep 2026 | 54.8% | 25.7% | 11.2% | 7.4% | 0.58% | 0.26% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 54.8% | 83.7K | -0.92% | -2.2 points | |
| 2, held 2nd | 25.7% | 39.3K | +9.5% | +1.5 points | |
| 3, held 3rd | 11.2% | 17.1K | +18.8% | +1.5 points | |
| 4, held 4th | 7.4% | 11.2K | -5.3% | -0.7 points | |
| 5, held 5th | 0.58% | 880 | 0% | 0 points | |
| 6, held 6th | 0.26% | 390 | -18.8% | -0.1 points |
54.8%
Held 1st. 83.7K estimated branded searches, -0.92% vs prior month. Share -2.2 points.
2.
JBL25.7%
Held 2nd. 39.3K estimated branded searches, +9.5% vs prior month. Share +1.5 points.
3.
Sony11.2%
Held 3rd. 17.1K estimated branded searches, +18.8% vs prior month. Share +1.5 points.
4.
Bose7.4%
Held 4th. 11.2K estimated branded searches, -5.3% vs prior month. Share -0.7 points.
0.58%
Held 5th. 880 estimated branded searches, 0% vs prior month. Share 0 points.
6.
Samsung0.26%
Held 6th. 390 estimated branded searches, -18.8% vs prior month. Share -0.1 points.
Which brand is most popular in search among bluetooth earbuds brands in New Zealand?
6 brands
In September 2026, Apple AirPods was the most searched among bluetooth earbuds brands in New Zealand, with an estimated 83.7K branded searches, 54.8% of all searches for the six we track. JBL is in 2nd place, 29.1 percentage points behind at 25.7%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Apple AirPods | 55.1% → 54.8% | 58%Mar 2026 | 48.3%Dec 2025 | 1st |
| JBL | 23.8% → 25.7% | 33.2%Dec 2025 | 22.1%Mar 2026 | 2nd |
| Sony | 11.4% → 11.2% | 11.5%Mar 2026 | 9.7%Aug 2026 | 3rd |
| Bose | 8.9% → 7.4% | 8.9%Oct 2025 | 7.2%Feb 2026 | 4th |
| Soundcore | 0.54% → 0.58% | 0.64%Jun 2026 | 0.37%Dec 2025 | 5th |
| Samsung | 0.29% → 0.26% | 0.32%Aug 2026 | 0.23%Jun 2026 | 6th |
Each finding as a sentence
- Across the 12 months ending September 2026, JBL’s share of searches among bluetooth earbuds brands in New Zealand increased from 23.8% to 25.7%.
- Across the 12 months ending September 2026, Bose’s share of searches among bluetooth earbuds brands in New Zealand decreased from 8.9% to 7.4%.
- Across the 12 months ending September 2026, Apple AirPods’ share of searches among bluetooth earbuds brands in New Zealand peaked at 58% in March 2026 and was lowest at 48.3% in December 2025.
- Across the 12 months ending September 2026, JBL’s share of searches among bluetooth earbuds brands in New Zealand peaked at 33.2% in December 2025 and was lowest at 22.1% in March 2026.
- Across the 12 months ending September 2026, Sony’s share of searches among bluetooth earbuds brands in New Zealand peaked at 11.5% in March 2026 and was lowest at 9.7% in August 2026.
- Across the 12 months ending September 2026, Bose’s share of searches among bluetooth earbuds brands in New Zealand peaked at 8.9% in October 2025 and was lowest at 7.2% in February 2026.
- Across the 12 months ending September 2026, Apple AirPods, Sony, Soundcore and Samsung held steady: their share of searches among bluetooth earbuds brands in New Zealand each moved less than 0.5 percentage points.
How did search popularity change for New Zealand bluetooth earbuds brands in September 2026?
5 changes
In September 2026, JBL gained share of searches among bluetooth earbuds brands in New Zealand, from 24.2% to 25.7%.
In September 2026, Sony gained share of searches among bluetooth earbuds brands in New Zealand, from 9.7% to 11.2%.
In September 2026, Apple AirPods lost share of searches among bluetooth earbuds brands in New Zealand, from 57.1% to 54.8%.
In September 2026, Bose lost share of searches among bluetooth earbuds brands in New Zealand, from 8% to 7.4%.
Estimated monthly branded searches for Soundcore in New Zealand rose 22.2% over 12 measured months, from 720 to 880 in September 2026.
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