Bose vs Sony:Which is more popular?
In September 2026, Sony had more branded searches than Bose among bluetooth earbuds brands in New Zealand. Sony had about 17,100 branded searches, while Bose had 11,200. Sony made up 11.2% of all bluetooth earbuds brand searches we track, and Bose accounted for 7.4%. When we asked ChatGPT and Google AI Overviews about bluetooth earbuds brands, Sony appeared in all four answers and Bose in three. Sony was mentioned before Bose in every answer.
Who do people search for more?
Sony, about 52% more searches than Bose
Follow Bose vs Sony and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top bluetooth earbuds brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Sony appeared in all four answers. Bose was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Sony was listed before Bose in every answer.
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.
Is Bose or Sony more popular in search?
This chart shows how often people search Google for Bose and Sony 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 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% |
How has the Bose and Sony comparison changed over the last 12 months?
3 findings
- Sony was ahead of Bose in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Bose’s share of searches among bluetooth earbuds brands in New Zealand moved from 8.9% to 7.4%, and its estimated monthly branded searches moved from 11.9K to 11.2K.
- Across the 12 months ending September 2026, Sony’s share of searches among bluetooth earbuds brands in New Zealand moved from 11.4% to 11.2%, and its estimated monthly branded searches moved from 15.2K to 17.1K.
How did search popularity change for New Zealand bluetooth earbuds brands in September 2026?
2 changes
In September 2026, Sony gained share of searches among bluetooth earbuds brands in New Zealand, from 9.7% to 11.2%.
In September 2026, Bose lost share of searches among bluetooth earbuds brands in New Zealand, from 8% to 7.4%.
How are branded searches counted?
13 search terms
Brandwave collects information about searches that people make online using Bose’s and Sony’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.
Other head-to-heads among bluetooth earbuds brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.