---
title: "Depth finder brands in New Zealand: Which are searched most?"
description: "Compare the depth finder brands people buy. Share of Search among Garmin, Lowrance, Simrad, Furuno and Humminbird, the depth finder brands 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-depth-finder-brands"
publisher: "Brandwave"
---

# Depth finder brands in New Zealand: Which are searched most?

Compare the depth finder brands people buy. Share of Search among Garmin, Lowrance, Simrad, Furuno and Humminbird, the depth finder brands 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**: Depth finder brands
- **Market**: New Zealand
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: Garmin, 92%

## Which brand is most popular in search among depth finder brands in New Zealand?

- In September 2026, Garmin was the most searched among depth finder brands in New Zealand, with an estimated 14.8K branded searches, 92% of all searches for the five we track.
- Lowrance is in 2nd place, 88.6 percentage points behind at 3.4%.
- Across the 12 months ending September 2026, Garmin’s share of searches among depth finder brands in New Zealand increased from 90.9% to 92%.
- Across the 12 months ending September 2026, Lowrance’s share of searches among depth finder brands in New Zealand decreased from 4.5% to 3.4%.
- Across the 12 months ending September 2026, Garmin’s share of searches among depth finder brands in New Zealand peaked at 93.3% in April 2026 and was lowest at 86.1% in January 2026.
- Across the 12 months ending September 2026, Lowrance’s share of searches among depth finder brands in New Zealand peaked at 7.4% in January 2026 and was lowest at 2.9% in April 2026.
- Across the 12 months ending September 2026, Simrad’s share of searches among depth finder brands in New Zealand peaked at 4.1% in January 2026 and was lowest at 2.7% in April 2026.
- Across the 12 months ending September 2026, Furuno rose from 5th to 4th among depth finder brands in New Zealand.
- Across the 12 months ending September 2026, Humminbird fell from 4th to 5th among depth finder brands in New Zealand.
- Across the 12 months ending September 2026, Simrad held steady: its share of searches among depth finder brands in New Zealand moved less than 0.5 percentage points.

## Top depth finder brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Garmin and Lowrance appeared every time. Garmin was recommended most often, coming first in every answer. Lowrance was second, and Humminbird was third.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it |
| --- | --- | --- | --- | --- |
| Garmin | 1st | 3 of 3 | 2 of 2 | 5 of 5 |
| Lowrance | 2nd | 3 of 3 | 2 of 2 | 5 of 5 |
| Humminbird | 3rd | 2 of 3 | 2 of 2 | 4 of 5 |
| Simrad | 4th | 2 of 3 | 1 of 2 | 3 of 5 |
| Furuno | 5th | 2 of 3 | 1 of 2 | 3 of 5 |

## Every AI answer about depth finder brands

- Asked ChatGPT "Which depth finder brand should I buy in New Zealand?": 1. Garmin, 2. Lowrance, 3. Humminbird, 4. Furuno
- Asked ChatGPT "What are the best depth finder brands in New Zealand?": 1. Garmin, 2. Lowrance, 3. Humminbird, 4. Simrad, 5. Furuno
- Asked ChatGPT "What's the best depth finder brand in New Zealand for a boat?": 1. Garmin, 2. Lowrance, 3. Simrad
- Searched Google, AI Overview "best depth finder": 1. Garmin, 2. Lowrance, 3. Humminbird
- Searched Google, AI Overview "depth sounder brands": 1. Garmin, 2. Lowrance, 3. Simrad, 4. Furuno, 5. Humminbird

Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026.

## Compare search popularity between leading brands

- [Garmin vs Lowrance: compare search popularity](/demand/nz/compare/garmin-vs-lowrance): 92% against 3.4% Share of Search.
- [Garmin vs Simrad: compare search popularity](/demand/nz/compare/garmin-vs-simrad): 92% against 3.1% Share of Search.
- [Lowrance vs Simrad: compare search popularity](/demand/nz/compare/lowrance-vs-simrad): 3.4% against 3.1% Share of Search.

## How did search popularity change for New Zealand depth finder brands in September 2026?

- In September 2026, Garmin gained share of searches among depth finder brands in New Zealand, from 91% to 92%.
- In September 2026, Simrad lost share of searches among depth finder brands in New Zealand, from 3.7% to 3.1%.
- In September 2026, Lowrance lost share of searches among depth finder brands in New Zealand, from 3.9% to 3.4%.
- In September 2026, Furuno rose from 5th to 4th among depth finder brands in New Zealand.
- In September 2026, Humminbird fell from 4th to 5th among depth finder brands in New Zealand.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Garmin | 92% | 14.8K | 0.0% | Garmin |
| 2 | Lowrance | 3.4% | 550 | -14.1% | Lowrance |
| 3 | Simrad | 3.1% | 500 | -16.7% | Simrad |
| 4 | Furuno | 0.87% | 140 | +55.6% | Furuno |
| 5 | Humminbird | 0.62% | 100 | -28.6% | Humminbird |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Garmin | 14.8K | 90.9% | 1 |
| Oct 2025 | Lowrance | 730 | 4.5% | 2 |
| Oct 2025 | Simrad | 520 | 3.2% | 3 |
| Oct 2025 | Humminbird | 140 | 0.86% | 4 |
| Oct 2025 | Furuno | 90 | 0.55% | 5 |
| Nov 2025 | Garmin | 18.1K | 90.6% | 1 |
| Nov 2025 | Lowrance | 980 | 4.9% | 2 |
| Nov 2025 | Simrad | 560 | 2.8% | 3 |
| Nov 2025 | Humminbird | 190 | 0.95% | 4 |
| Nov 2025 | Furuno | 140 | 0.7% | 5 |
| Dec 2025 | Garmin | 14.8K | 88% | 1 |
| Dec 2025 | Lowrance | 1.2K | 7% | 2 |
| Dec 2025 | Simrad | 560 | 3.3% | 3 |
| Dec 2025 | Humminbird | 160 | 0.95% | 4 |
| Dec 2025 | Furuno | 110 | 0.65% | 5 |
| Jan 2026 | Garmin | 14.8K | 86.1% | 1 |
| Jan 2026 | Lowrance | 1.3K | 7.4% | 2 |
| Jan 2026 | Simrad | 710 | 4.1% | 3 |
| Jan 2026 | Furuno | 210 | 1.2% | 4 |
| Jan 2026 | Humminbird | 190 | 1.1% | 5 |
| Feb 2026 | Garmin | 14.8K | 90.6% | 1 |
| Feb 2026 | Lowrance | 750 | 4.6% | 2 |
| Feb 2026 | Simrad | 530 | 3.2% | 3 |
| Feb 2026 | Humminbird | 150 | 0.92% | 4 |
| Feb 2026 | Furuno | 110 | 0.67% | 5 |
| Mar 2026 | Garmin | 14.8K | 91.2% | 1 |
| Mar 2026 | Lowrance | 680 | 4.2% | 2 |
| Mar 2026 | Simrad | 550 | 3.4% | 3 |
| Mar 2026 | Humminbird | 110 | 0.68% | 4 |
| Mar 2026 | Furuno | 90 | 0.55% | 5 |
| Apr 2026 | Garmin | 14.8K | 93.3% | 1 |
| Apr 2026 | Lowrance | 460 | 2.9% | 2 |
| Apr 2026 | Simrad | 430 | 2.7% | 3 |
| Apr 2026 | Furuno | 110 | 0.69% | 4 |
| Apr 2026 | Humminbird | 70 | 0.44% | 5 |
| May 2026 | Garmin | 14.8K | 92.2% | 1 |
| May 2026 | Lowrance | 610 | 3.8% | 2 |
| May 2026 | Simrad | 460 | 2.9% | 3 |
| May 2026 | Humminbird | 110 | 0.69% | 4 |
| May 2026 | Furuno | 70 | 0.44% | 5 |
| Jun 2026 | Garmin | 12.1K | 90.6% | 1 |
| Jun 2026 | Lowrance | 610 | 4.6% | 2 |
| Jun 2026 | Simrad | 470 | 3.5% | 3 |
| Jun 2026 | Furuno | 110 | 0.82% | 4 |
| Jun 2026 | Humminbird | 70 | 0.52% | 5 |
| Jul 2026 | Garmin | 12.1K | 90% | 1 |
| Jul 2026 | Lowrance | 570 | 4.2% | 2 |
| Jul 2026 | Simrad | 550 | 4.1% | 3 |
| Jul 2026 | Furuno | 140 | 1% | 4 |
| Jul 2026 | Humminbird | 90 | 0.67% | 5 |
| Aug 2026 | Garmin | 14.8K | 91% | 1 |
| Aug 2026 | Lowrance | 640 | 3.9% | 2 |
| Aug 2026 | Simrad | 600 | 3.7% | 3 |
| Aug 2026 | Humminbird | 140 | 0.86% | 4 |
| Aug 2026 | Furuno | 90 | 0.55% | 5 |
| Sep 2026 | Garmin | 14.8K | 92% | 1 |
| Sep 2026 | Lowrance | 550 | 3.4% | 2 |
| Sep 2026 | Simrad | 500 | 3.1% | 3 |
| Sep 2026 | Furuno | 140 | 0.87% | 4 |
| Sep 2026 | Humminbird | 100 | 0.62% | 5 |

## What is being compared

- **Furuno**: Measured on the search term “furuno depth finder”.
- **Garmin**: Measured on the search term “garmin”.
- **Humminbird**: Measured on the search terms “fischfinder humminbird” and “humminbird”, summed into one figure.
- **Lowrance**: Measured on the search terms “fischfinder lowrance”, “hds lowrance 9”, “lowrance”, “lowrance hook” and “lowrance transducer”, summed into one figure.
- **Simrad**: Measured on the search terms “simrad”, “simrad autopilot”, “simrad nsx”, “simrad radar”, “simrad sounder” and “simrad transducer”, summed into one figure.

- [Furuno](/demand/nz/brands/furuno)
- [Garmin](/demand/nz/brands/garmin)
- [Humminbird](/demand/nz/brands/humminbird)
- [Lowrance](/demand/nz/brands/lowrance)
- [Simrad](/demand/nz/brands/simrad)

## Methodology

- [How is the Brand Demand Index 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 depth finder brands in New Zealand?

In September 2026, Garmin was the most searched among depth finder brands in New Zealand, with an estimated 14.8K branded searches, 92% of all searches for the five we track.

## Cite this page

Brandwave. "Depth finder brands in New Zealand: Which are searched most?". https://gobrandwave.com/demand/nz/categories/nz-depth-finder-brands

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