---
title: "Citation and reference tools in New Zealand: Which brands are most popular in search?"
description: "Compare the citation generators and reference managers New Zealand students cite sources with. Share of Search among MyBib, Citation Machine, Scribbr, Zotero, EndNote and Mendeley, the citation and reference tools Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/nz/categories/nz-citation-tools"
publisher: "Brandwave"
---

# Citation and reference tools in New Zealand: Which brands are most popular in search?

Compare the citation generators and reference managers New Zealand students cite sources with. Share of Search among MyBib, Citation Machine, Scribbr, Zotero, EndNote and Mendeley, the citation and reference tools Brandwave compares in New Zealand, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Citation and reference tools
- **Market**: New Zealand
- **Brands compared**: 6
- **Month measured**: Aug 2026
- **Highest Share of Search**: MyBib, 42.6%

## Which brand is most popular in search among citation and reference tools in New Zealand?

- In August 2026, MyBib was the most searched among citation and reference tools in New Zealand, with an estimated 14.5K branded searches and 42.6% estimated Share of Search within this set.
- Citation Machine is in 2nd place, 24.5 percentage points behind at 18.1% Share of Search.
- Across the 11 months ending August 2026, MyBib’s estimated Share of Search among citation and reference tools in New Zealand increased from 22.5% to 42.6%.
- Across the 11 months ending August 2026, Citation Machine’s estimated Share of Search among citation and reference tools in New Zealand decreased from 24.5% to 18.1%.
- Across the 11 months ending August 2026, Scribbr’s estimated Share of Search among citation and reference tools in New Zealand decreased from 27.7% to 14.9%.
- Across the 11 months ending August 2026, EndNote’s estimated Share of Search among citation and reference tools in New Zealand increased from 6.4% to 7%.
- Across the 11 months ending August 2026, Mendeley’s estimated Share of Search among citation and reference tools in New Zealand decreased from 5.2% to 3.4%.
- Across the 11 months ending August 2026, MyBib’s estimated Share of Search among citation and reference tools in New Zealand peaked at 42.6% in August 2026 and was lowest at 12.7% in January 2026.
- Across the 11 months ending August 2026, Citation Machine’s estimated Share of Search among citation and reference tools in New Zealand peaked at 24.5% in October 2025 and was lowest at 14.3% in December 2025.
- Across the 11 months ending August 2026, Scribbr’s estimated Share of Search among citation and reference tools in New Zealand peaked at 27.7% in October 2025 and was lowest at 14.9% in July 2026.
- Across the 11 months ending August 2026, Zotero’s estimated Share of Search among citation and reference tools in New Zealand peaked at 30.6% in January 2026 and was lowest at 12% in June 2026.
- Across the 11 months ending August 2026, EndNote’s estimated Share of Search among citation and reference tools in New Zealand peaked at 14.5% in January 2026 and was lowest at 4.8% in June 2026.
- Across the 11 months ending August 2026, Mendeley’s estimated Share of Search among citation and reference tools in New Zealand peaked at 10.4% in December 2025 and was lowest at 3.4% in August 2026.
- Across the 11 months ending August 2026, MyBib rose from 3rd to 1st among citation and reference tools in New Zealand.
- Across the 11 months ending August 2026, Scribbr fell from 1st to 3rd among citation and reference tools in New Zealand.
- Across the 11 months ending August 2026, Zotero held steady: its estimated Share of Search among citation and reference tools in New Zealand moved less than 0.5 percentage points.

## Compare search popularity between leading brands

- [MyBib vs Citation Machine: compare search popularity](/demand/nz/compare/citation-machine-vs-mybib): 42.6% against 18.1% Share of Search.
- [MyBib vs Scribbr: compare search popularity](/demand/nz/compare/mybib-vs-scribbr): 42.6% against 14.9% Share of Search.
- [MyBib vs Zotero: compare search popularity](/demand/nz/compare/mybib-vs-zotero): 42.6% against 13.9% Share of Search.
- [MyBib vs EndNote: compare search popularity](/demand/nz/compare/endnote-vs-mybib): 42.6% against 7% Share of Search.
- [Citation Machine vs Scribbr: compare search popularity](/demand/nz/compare/citation-machine-vs-scribbr): 18.1% against 14.9% Share of Search.
- [Citation Machine vs Zotero: compare search popularity](/demand/nz/compare/citation-machine-vs-zotero): 18.1% against 13.9% Share of Search.
- [Citation Machine vs EndNote: compare search popularity](/demand/nz/compare/citation-machine-vs-endnote): 18.1% against 7% Share of Search.
- [Scribbr vs Zotero: compare search popularity](/demand/nz/compare/scribbr-vs-zotero): 14.9% against 13.9% Share of Search.
- [Scribbr vs EndNote: compare search popularity](/demand/nz/compare/endnote-vs-scribbr): 14.9% against 7% Share of Search.
- [Zotero vs EndNote: compare search popularity](/demand/nz/compare/endnote-vs-zotero): 13.9% against 7% Share of Search.

## How did search popularity change for New Zealand citation and reference tools in August 2026?

- In August 2026, Citation Machine overtook Zotero to rank 2nd among citation and reference tools in New Zealand, at 18.1%.
- In August 2026, MyBib gained estimated Share of Search among citation and reference tools in New Zealand, from 35% to 42.6%.
- In August 2026, Zotero lost estimated Share of Search among citation and reference tools in New Zealand, from 20.6% to 13.9%.
- In August 2026, EndNote lost estimated Share of Search among citation and reference tools in New Zealand, from 10.8% to 7%.
- In August 2026, Mendeley lost estimated Share of Search among citation and reference tools in New Zealand, from 4.4% to 3.4%.
- Estimated monthly branded searches for Scribbr in New Zealand fell 17.1% over 11 measured months, from 6.1K to 5.1K in August 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | MyBib | 42.6% | 14.5K | +120.5% | MyBib |
| 2 | Citation Machine | 18.1% | 6.2K | +128.5% | Citation Machine |
| 3 | Scribbr | 14.9% | 5.1K | +81.1% | Scribbr |
| 4 | Zotero | 13.9% | 4.8K | +22.7% | Zotero |
| 5 | EndNote | 7% | 2.4K | +17.7% | EndNote |
| 6 | Mendeley | 3.4% | 1.2K | +41.0% | Mendeley |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Scribbr | 6.1K | 27.7% | 1 |
| Oct 2025 | Citation Machine | 5.4K | 24.5% | 2 |
| Oct 2025 | MyBib | 5K | 22.5% | 3 |
| Oct 2025 | Zotero | 3.1K | 13.8% | 4 |
| Oct 2025 | EndNote | 1.4K | 6.4% | 5 |
| Oct 2025 | Mendeley | 1.1K | 5.2% | 6 |
| Nov 2025 | Scribbr | 3.3K | 26.9% | 1 |
| Nov 2025 | MyBib | 2.7K | 22.2% | 2 |
| Nov 2025 | Zotero | 2.4K | 19.5% | 3 |
| Nov 2025 | Citation Machine | 2K | 15.9% | 4 |
| Nov 2025 | EndNote | 980 | 7.9% | 5 |
| Nov 2025 | Mendeley | 940 | 7.6% | 6 |
| Dec 2025 | Zotero | 1.3K | 25.3% | 1 |
| Dec 2025 | Scribbr | 1.2K | 22.6% | 2 |
| Dec 2025 | MyBib | 760 | 14.7% | 3 |
| Dec 2025 | Citation Machine | 740 | 14.3% | 4 |
| Dec 2025 | EndNote | 660 | 12.7% | 5 |
| Dec 2025 | Mendeley | 540 | 10.4% | 6 |
| Jan 2026 | Zotero | 2.1K | 30.6% | 1 |
| Jan 2026 | Scribbr | 1.2K | 17.5% | 2 |
| Jan 2026 | EndNote | 980 | 14.5% | 3 |
| Jan 2026 | Citation Machine | 970 | 14.3% | 4 |
| Jan 2026 | MyBib | 860 | 12.7% | 5 |
| Jan 2026 | Mendeley | 700 | 10.4% | 6 |
| Feb 2026 | Zotero | 3.7K | 26.8% | 1 |
| Feb 2026 | Scribbr | 2.8K | 20.1% | 2 |
| Feb 2026 | MyBib | 2.3K | 16.5% | 3 |
| Feb 2026 | Citation Machine | 2.1K | 14.8% | 4 |
| Feb 2026 | EndNote | 2K | 14.4% | 5 |
| Feb 2026 | Mendeley | 1K | 7.5% | 6 |
| Mar 2026 | MyBib | 10K | 24% | 1 |
| Mar 2026 | Citation Machine | 9.4K | 22.7% | 2 |
| Mar 2026 | Zotero | 8.1K | 19.6% | 3 |
| Mar 2026 | Scribbr | 7.6K | 18.4% | 4 |
| Mar 2026 | EndNote | 4.4K | 10.6% | 5 |
| Mar 2026 | Mendeley | 2K | 4.7% | 6 |
| Apr 2026 | MyBib | 7.8K | 28.8% | 1 |
| Apr 2026 | Citation Machine | 6.3K | 23% | 2 |
| Apr 2026 | Scribbr | 5.2K | 19.1% | 3 |
| Apr 2026 | Zotero | 4.5K | 16.7% | 4 |
| Apr 2026 | EndNote | 2.1K | 7.8% | 5 |
| Apr 2026 | Mendeley | 1.2K | 4.6% | 6 |
| May 2026 | MyBib | 10.8K | 32.8% | 1 |
| May 2026 | Citation Machine | 8K | 24.2% | 2 |
| May 2026 | Scribbr | 6.4K | 19.4% | 3 |
| May 2026 | Zotero | 4.5K | 13.7% | 4 |
| May 2026 | EndNote | 2K | 6.2% | 5 |
| May 2026 | Mendeley | 1.2K | 3.6% | 6 |
| Jun 2026 | MyBib | 7.2K | 34.9% | 1 |
| Jun 2026 | Scribbr | 5K | 24.2% | 2 |
| Jun 2026 | Citation Machine | 4.1K | 19.8% | 3 |
| Jun 2026 | Zotero | 2.5K | 12% | 4 |
| Jun 2026 | EndNote | 1K | 4.8% | 5 |
| Jun 2026 | Mendeley | 880 | 4.3% | 6 |
| Jul 2026 | MyBib | 6.6K | 35% | 1 |
| Jul 2026 | Zotero | 3.9K | 20.6% | 2 |
| Jul 2026 | Scribbr | 2.8K | 14.9% | 3 |
| Jul 2026 | Citation Machine | 2.7K | 14.3% | 4 |
| Jul 2026 | EndNote | 2K | 10.8% | 5 |
| Jul 2026 | Mendeley | 830 | 4.4% | 6 |
| Aug 2026 | MyBib | 14.5K | 42.6% | 1 |
| Aug 2026 | Citation Machine | 6.2K | 18.1% | 2 |
| Aug 2026 | Scribbr | 5.1K | 14.9% | 3 |
| Aug 2026 | Zotero | 4.8K | 13.9% | 4 |
| Aug 2026 | EndNote | 2.4K | 7% | 5 |
| Aug 2026 | Mendeley | 1.2K | 3.4% | 6 |
| Sep 2026 | Citation Machine | — | — | — |
| Sep 2026 | EndNote | — | — | — |
| Sep 2026 | Mendeley | — | — | — |
| Sep 2026 | MyBib | — | — | — |
| Sep 2026 | Scribbr | — | — | — |
| Sep 2026 | Zotero | — | — | — |

## What is being compared

- **Citation Machine**: Measured on the search terms “apa citation machine generator”, “apa free citation machine”, “bibliography citation machine”, “citation machine”, “citation machine chicago”, “citation machine in text”, “citation machine online”, “citation machine reference generator”, “citationmachine”, “citationmachine apa” and “citationmachine net”, summed into one figure.
- **EndNote**: Measured on the search terms “endnote”, “endnote apa”, “endnote citation”, “endnote com”, “endnote download”, “endnote nz”, “endnote online”, “endnote reference generator”, “endnote referencing” and “endnote web”, summed into one figure.
- **Mendeley**: Measured on the search terms “mendeley”, “mendeley apa”, “mendeley citation”, “mendeley com”, “mendeley near me”, “mendeley reference generator” and “mendeley referencing”, summed into one figure.
- **MyBib**: Measured on the search terms “mybib”, “mybib apa”, “mybib apa 7”, “mybib apa citation generator”, “mybib apa generator”, “mybib apa reference generator”, “mybib citation”, “mybib citation generator”, “mybib com”, “mybib reference generator” and “mybib referencing”, summed into one figure.
- **Scribbr**: Measured on the search terms “scribbr”, “scribbr apa”, “scribbr apa 7”, “scribbr citation”, “scribbr com”, “scribbr near me”, “scribbr nz”, “scribbr reference generator” and “scribbr referencing”, summed into one figure.
- **Zotero**: Measured on the search terms “citation manager zotero”, “word zotero”, “zotero”, “zotero apa”, “zotero chrome plugin”, “zotero citation”, “zotero connector”, “zotero download”, “zotero online”, “zotero org”, “zotero plugin” and “zotero reference generator”, summed into one figure.

- [Citation Machine](/demand/nz/brands/citation-machine)
- [EndNote](/demand/nz/brands/endnote)
- [Mendeley](/demand/nz/brands/mendeley)
- [MyBib](/demand/nz/brands/mybib)
- [Scribbr](/demand/nz/brands/scribbr)
- [Zotero](/demand/nz/brands/zotero)

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among citation and reference tools in New Zealand?

In August 2026, MyBib was the most searched among citation and reference tools in New Zealand, with an estimated 14.5K branded searches and 42.6% estimated Share of Search within this set.

## Cite this page

Brandwave. "Citation and reference tools in New Zealand: Which brands are most popular in search?". https://gobrandwave.com/demand/nz/categories/nz-citation-tools

This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-citation-tools. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.