Brother vs Singer:Which is more popular?
In September 2026, Singer had more branded searches than Brother among bobbin winder brands in New Zealand. Singer had about 390 branded searches, while Brother had 10. Singer made up 36.4% of all bobbin winder brand searches we track, and Brother accounted for 0.93%. When we asked ChatGPT and Google AI Overviews about bobbin winder brands, Brother and Singer each appeared in four of the five answers. Singer was mentioned before Brother in every answer.
Who do people search for more?
Singer, about 39 searches for every 1 for Brother
Who does AI mention more?
Both were mentioned in 4 of 5 answers.
Who does AI recommend more?
Singer, named ahead of Brother in every answer
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Top bobbin winder brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Brother and Singer were each mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Singer was listed before Brother 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.
See every answer about bobbin winder brands
5 answers
Asked ChatGPT
“Which bobbin winder brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best bobbin winder brands in New Zealand?”
Asked ChatGPT
“What's the best bobbin winder brand in New Zealand for a sewing machine repair?”
Searched Google, AI Overview
“best bobbin winder”
Searched Google, AI Overview
“sewing machine bobbin winder”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.
Is Brother or Singer more popular in search?
This chart shows how often people search Google for Brother and Singer by name. Each line represents a brand's share of searches for all four bobbin winder brands we track, month by month, from searches in New Zealand.
Share of searches by month for Singer, Brother. The figures are in the table below the chart.
View monthly share of searches table
| Month | Janome | Singer | Pfaff | Brother |
|---|---|---|---|---|
| Oct 2025 | 65.3% | 28.4% | 5.3% | 1.1% |
| Nov 2025 | 65.1% | 27.4% | 6.6% | 0.94% |
| Dec 2025 | 70.5% | 23.8% | 4.8% | 0.95% |
| Jan 2026 | 64.4% | 28.8% | 5.9% | 0.85% |
| Feb 2026 | 68.6% | 23.8% | 6.7% | 0.95% |
| Mar 2026 | 59.6% | 31.2% | 8.3% | 0.92% |
| Apr 2026 | 63% | 29.6% | 6.5% | 0.93% |
| May 2026 | 65.9% | 27.3% | 6.8% | 0% |
| Jun 2026 | 62.2% | 31.5% | 5.5% | 0.79% |
| Jul 2026 | 58.9% | 34.7% | 5.6% | 0.81% |
| Aug 2026 | 67.2% | 28.2% | 3.8% | 0.76% |
| Sep 2026 | 58.9% | 36.4% | 3.7% | 0.93% |
How has the Brother and Singer comparison changed over the last 12 months?
3 findings
- Singer was ahead of Brother in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Brother’s share of searches among bobbin winder brands in New Zealand moved from 1.1% to 0.93%, and its estimated monthly branded searches held steady at 10.
- Across the 12 months ending September 2026, Singer’s share of searches among bobbin winder brands in New Zealand moved from 28.4% to 36.4%, and its estimated monthly branded searches moved from 270 to 390.
How did search popularity change for New Zealand bobbin winder brands in September 2026?
1 change
In September 2026, Singer gained share of searches among bobbin winder brands in New Zealand, from 28.2% to 36.4%.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Brother’s and Singer’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 bobbin winder brands
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