--- title: "Bose vs Sony: Which is searched more in New Zealand?" description: "Is Bose or Sony more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Earphones brands set in New Zealand. 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-earphones-brands/compare/bose-vs-sony" publisher: "Brandwave" --- # Bose vs Sony: Which is searched more in New Zealand? Is Bose or Sony more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Earphones brands set in New Zealand. 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 - **Compared**: Bose and Sony - **Competitive set**: Earphones brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Bose Share of Search**: 7.4% - **Sony Share of Search**: 11.3% ## Is Bose or Sony more popular in search? - In September 2026, Sony had more branded searches than Bose among earphones brands in New Zealand. Sony had about 17,100 branded searches, while Bose had 11,200. Sony made up 11.3% of all earphones brand searches we track, and Bose accounted for 7.4%. - Sony was ahead of Bose 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, Sony’s share of searches among earphones brands in New Zealand moved from 11.4% to 11.3%, and its estimated monthly branded searches moved from 15.2K to 17.1K. ## Top earphones brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Sony appeared in all five answers. Bose was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Sony was listed before Bose in four out of five answers. 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 | | --- | --- | --- | --- | --- | | Sony | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Apple AirPods | 2nd | 2 of 3 | 2 of 2 | 4 of 5 | | Bose | 3rd | 2 of 3 | 1 of 2 | 3 of 5 | | JBL | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | Samsung | 5th | 3 of 3 | 0 of 2 | 3 of 5 | | Marshall | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about earphones brands - Asked ChatGPT "Which earphones brand should I buy in New Zealand?": 1. Sony, 2. Apple AirPods, 3. Samsung, 4. JBL - Asked ChatGPT "What are the best earphones brands in New Zealand?": 1. JBL, 2. Sony, 3. Samsung, 4. Bose - Asked ChatGPT "What's the best earphones brand in New Zealand for everyday listening?": 1. Sony, 2. Bose, 3. Apple AirPods, 4. Samsung - Searched Google, AI Overview "earphones nz": 1. Apple AirPods, 2. Bose, 3. Sony, 4. JBL - Searched Google, AI Overview "wireless earphones nz": 1. Apple AirPods, 2. Sony Not named in any answer: Marshall. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 19, 2026. ## How did search popularity change for New Zealand earphones brands in September 2026? - In September 2026, Sony gained share of searches among earphones brands in New Zealand, from 9.8% to 11.3%. - In September 2026, Bose lost share of searches among earphones brands in New Zealand, from 8.1% to 7.4%. ## Month by month | Month | Bose estimated searches | Bose Share of Search | Bose rank | Sony estimated searches | Sony Share of Search | Sony rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 11.9K | 8.9% | 4 | 15.2K | 11.4% | 3 | | Nov 2025 | 16.1K | 8.9% | 4 | 20.5K | 11.3% | 3 | | Dec 2025 | 16K | 8.2% | 4 | 19.2K | 9.8% | 3 | | Jan 2026 | 10.3K | 8.2% | 4 | 14.4K | 11.4% | 3 | | Feb 2026 | 8.2K | 7.2% | 4 | 12.8K | 11.3% | 3 | | Mar 2026 | 9.3K | 7.5% | 4 | 14.3K | 11.6% | 3 | | Apr 2026 | 9.7K | 7.8% | 4 | 14.3K | 11.5% | 3 | | May 2026 | 10.8K | 8.1% | 4 | 15.2K | 11.4% | 3 | | Jun 2026 | 11.2K | 8.2% | 4 | 15K | 11% | 3 | | Jul 2026 | 10.8K | 8% | 4 | 15.6K | 11.5% | 3 | | Aug 2026 | 11.9K | 8.1% | 4 | 14.4K | 9.8% | 3 | | Sep 2026 | 11.2K | 7.4% | 4 | 17.1K | 11.3% | 3 | ## How each brand is measured Brandwave collects information about searches that people make online using Bose’s and Sony’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. - **Bose**: Measured on the search terms “bose”, “bose ear phones”, “bose qc”, “bose soundbar”, “bose soundlink”, “bose soundlink flex” and “bose speakers”, summed into one figure. - **Sony**: Measured on the search terms “sony”, “sony camara”, “sony cyber shot”, “sony wh 1000xm4”, “sony wh 1000xm5” and “sony wh 1000xm6”, summed into one figure. - [Bose profile](/demand/nz/brands/bose) - [Sony profile](/demand/nz/brands/sony) - [All earphones brands in New Zealand](/demand/nz/categories/nz-earphones-brands): The set both shares are measured inside, 6 brands. ## 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 ### Is Bose or Sony more popular in search? In September 2026, Sony had more branded searches than Bose among earphones brands in New Zealand. Sony had about 17,100 branded searches, while Bose had 11,200. Sony made up 11.3% of all earphones brand searches we track, and Bose accounted for 7.4%. ## Cite this page Brandwave. "Bose vs Sony: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/categories/nz-earphones-brands/compare/bose-vs-sony This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-earphones-brands/compare/bose-vs-sony. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.