Earphones brands in New Zealand:Which are most popular?
In September 2026, Apple AirPods was the most searched earphones brand in New Zealand, accounting for 55.1% of all searches among the six brands we track. When we checked with ChatGPT and Google AI Overviews, Sony showed up in every answer. Sony was recommended most often, coming first in two out of five responses.
Apple AirPodsShare of searches 55.1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
JBLShare of searches 25.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
SonyShare of searches 11.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
BoseShare of searches 7.4%Mentioned in 3 of 5 AI answersPlace in AI recommendations 3rd
SamsungShare of searches 0.26%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
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Top earphones brands in ChatGPT and Google AI Overviews
In Brandwave's three ChatGPT questions and two Google AI Overviews, Sony appeared every time. Sony was recommended most often, coming first in two out of five answers. Apple AirPods was second, and Bose was third. Marshall, which ranked sixth in searches, was not mentioned at all.
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.
- Sony5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Apple AirPods4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- JBL3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Bose3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Samsung3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Marshall0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about earphones brands
5 answers
Asked ChatGPT
“Which earphones brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best earphones brands in New Zealand?”
Asked ChatGPT
“What's the best earphones brand in New Zealand for everyday listening?”
Searched Google, AI Overview
“earphones nz”
Searched Google, AI Overview
“wireless earphones nz”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Which earphones brands do people search for most?
This chart shows how often people search Google for each earphones brand by name. Each line represents a brand's share of searches for all six earphones 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 | Samsung | Marshall |
|---|---|---|---|---|---|---|
| Oct 2025 | 55.4% | 23.9% | 11.4% | 8.9% | 0.29% | 0.03% |
| Nov 2025 | 54.1% | 25.4% | 11.3% | 8.9% | 0.27% | 0.03% |
| Dec 2025 | 48.4% | 33.3% | 9.8% | 8.2% | 0.25% | 0.02% |
| Jan 2026 | 52.4% | 27.6% | 11.4% | 8.2% | 0.31% | 0.02% |
| Feb 2026 | 58.1% | 23.1% | 11.3% | 7.2% | 0.28% | 0.02% |
| Mar 2026 | 58.3% | 22.2% | 11.6% | 7.5% | 0.32% | 0.04% |
| Apr 2026 | 53.7% | 26.6% | 11.5% | 7.8% | 0.31% | 0.04% |
| May 2026 | 56.4% | 23.9% | 11.4% | 8.1% | 0.24% | 0.02% |
| Jun 2026 | 56.5% | 24% | 11% | 8.2% | 0.23% | 0.03% |
| Jul 2026 | 55.8% | 24.4% | 11.5% | 8% | 0.29% | 0.02% |
| Aug 2026 | 57.4% | 24.4% | 9.8% | 8.1% | 0.33% | 0.03% |
| Sep 2026 | 55.1% | 25.9% | 11.3% | 7.4% | 0.26% | 0.05% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 55.1% | 83.7K | -0.92% | -2.3 points | |
| 2, held 2nd | 25.9% | 39.3K | +9.5% | +1.5 points | |
| 3, held 3rd | 11.3% | 17.1K | +18.8% | +1.5 points | |
| 4, held 4th | 7.4% | 11.2K | -5.3% | -0.7 points | |
| 5, held 5th | 0.26% | 390 | -18.8% | -0.1 points | |
| 6, held 6th | 0.05% | 70 | +75% | 0 points |
55.1%
Held 1st. 83.7K estimated branded searches, -0.92% vs prior month. Share -2.3 points.
2.
JBL25.9%
Held 2nd. 39.3K estimated branded searches, +9.5% vs prior month. Share +1.5 points.
3.
Sony11.3%
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.
5.
Samsung0.26%
Held 5th. 390 estimated branded searches, -18.8% vs prior month. Share -0.1 points.
6.
Marshall0.05%
Held 6th. 70 estimated branded searches, +75% vs prior month. Share 0 points.
Which brand is most popular in search among earphones brands in New Zealand?
6 brands
In September 2026, Apple AirPods was the most searched among earphones brands in New Zealand, with an estimated 83.7K branded searches, 55.1% of all searches for the six we track. JBL is in 2nd place, 29.3 percentage points behind at 25.9%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| Apple AirPods | 55.4% → 55.1% | 58.3%Mar 2026 | 48.4%Dec 2025 | 1st |
| JBL | 23.9% → 25.9% | 33.3%Dec 2025 | 22.2%Mar 2026 | 2nd |
| Sony | 11.4% → 11.3% | 11.6%Mar 2026 | 9.8%Aug 2026 | 3rd |
| Bose | 8.9% → 7.4% | 8.9%Oct 2025 | 7.2%Feb 2026 | 4th |
| Samsung | 0.29% → 0.26% | 0.33%Aug 2026 | 0.23%Jun 2026 | 5th |
| Marshall | 0.03% → 0.05% | 0.05%Sep 2026 | 0.02%Jan 2026 | 6th |
Each finding as a sentence
- Across the 12 months ending September 2026, JBL’s share of searches among earphones brands in New Zealand increased from 23.9% to 25.9%.
- Across the 12 months ending September 2026, Bose’s share of searches among earphones brands in New Zealand decreased from 8.9% to 7.4%.
- Across the 12 months ending September 2026, Apple AirPods’ share of searches among earphones brands in New Zealand peaked at 58.3% in March 2026 and was lowest at 48.4% in December 2025.
- Across the 12 months ending September 2026, JBL’s share of searches among earphones brands in New Zealand peaked at 33.3% in December 2025 and was lowest at 22.2% in March 2026.
- Across the 12 months ending September 2026, Sony’s share of searches among earphones brands in New Zealand peaked at 11.6% in March 2026 and was lowest at 9.8% in August 2026.
- Across the 12 months ending September 2026, Bose’s share of searches among earphones 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, Samsung and Marshall held steady: their share of searches among earphones brands in New Zealand each moved less than 0.5 percentage points.
How did search popularity change for New Zealand earphones brands in September 2026?
5 changes
In September 2026, JBL gained share of searches among earphones brands in New Zealand, from 24.4% to 25.9%.
In September 2026, Sony gained share of searches among earphones brands in New Zealand, from 9.8% to 11.3%.
In September 2026, Apple AirPods lost share of searches among earphones brands in New Zealand, from 57.4% to 55.1%.
In September 2026, Bose lost share of searches among earphones brands in New Zealand, from 8.1% to 7.4%.
Estimated monthly branded searches for Marshall in New Zealand rose 75% over 12 measured months, from 40 to 70 in September 2026.
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