Bose vs Marshall:Which is more popular?
In September 2026, Bose had more branded searches than Marshall among earphones brands in New Zealand. Bose had about 11,200 branded searches, while Marshall had 70. Bose made up 7.4% of all earphones brand searches we track, and Marshall accounted for 0.05%. When we asked ChatGPT and Google AI Overviews about earphones brands, Bose appeared in three of the five answers and Marshall in none.
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Top earphones brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Bose was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Marshall did not appear in any of the five answers.
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.
Is Bose or Marshall more popular in search?
This chart shows how often people search Google for Bose and Marshall 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 Bose, Marshall. 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% |
How has the Bose and Marshall comparison changed over the last 12 months?
3 findings
- Bose was ahead of Marshall in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Bose’s share of searches among earphones 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, Marshall’s share of searches among earphones brands in New Zealand moved from 0.03% to 0.05%, and its estimated monthly branded searches moved from 40 to 70.
How did search popularity change for New Zealand earphones brands in September 2026?
2 changes
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.
How are branded searches counted?
8 search terms
Brandwave collects information about searches that people make online using Bose’s and Marshall’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 earphones brands
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