--- title: "ESET vs Microsoft Defender for Business: Which is searched more in New Zealand?" description: "Is ESET or Microsoft Defender for Business more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Endpoint protection 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-endpoint-protection-brands/compare/eset-vs-microsoft-defender-business" publisher: "Brandwave" --- # ESET vs Microsoft Defender for Business: Which is searched more in New Zealand? Is ESET or Microsoft Defender for Business more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Endpoint protection 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**: ESET and Microsoft Defender for Business - **Competitive set**: Endpoint protection brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **ESET Share of Search**: 8.2% - **Microsoft Defender for Business Share of Search**: 0.48% ## Is ESET or Microsoft Defender for Business more popular in search? - In September 2026, ESET had more branded searches than Microsoft Defender for Business among endpoint protection brands in New Zealand. ESET had about 510 branded searches, while Microsoft Defender for Business had 30. ESET made up 8.2% of all endpoint protection brand searches we track, and Microsoft Defender for Business accounted for 0.48%. - ESET was ahead of Microsoft Defender for Business in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, ESET’s share of searches among endpoint protection brands in New Zealand moved from 14% to 8.2%, and its estimated monthly branded searches moved from 1.1K to 510. - Across the 12 months ending September 2026, Microsoft Defender for Business’ share of searches among endpoint protection brands in New Zealand moved from 0.4% to 0.48%, and its estimated monthly branded searches held steady at 30. ## Top endpoint protection brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Microsoft Defender for Business was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. ESET was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. ESET and Microsoft Defender for Business were each listed first in two of the four answers that named either. 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 | | --- | --- | --- | --- | --- | | Microsoft Defender for Business | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | CrowdStrike | 2nd | 2 of 3 | 1 of 2 | 3 of 5 | | Sophos Intercept X | 3rd | 3 of 3 | 0 of 2 | 3 of 5 | | Microsoft Defender for Endpoint | 4th | 3 of 3 | 1 of 2 | 4 of 5 | | ESET | 5th | 1 of 3 | 1 of 2 | 2 of 5 | | SentinelOne | 6th | 2 of 3 | 1 of 2 | 3 of 5 | | Acronis | 7th | 0 of 3 | 1 of 2 | 1 of 5 | | Malwarebytes | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Fortinet | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about endpoint protection brands - Asked ChatGPT "Which endpoint protection brand should I use in New Zealand?": 1. Microsoft Defender for Business, 2. CrowdStrike, 3. Sophos Intercept X, 4. SentinelOne, 5. Microsoft Defender for Endpoint - Asked ChatGPT "What are the best endpoint protection brands in New Zealand?": 1. Microsoft Defender for Endpoint, 2. CrowdStrike, 3. Sophos Intercept X, 4. ESET, 5. SentinelOne, 6. Microsoft Defender for Business - Asked ChatGPT "What's the best endpoint protection brand in New Zealand for a small business?": 1. Microsoft Defender for Business, 2. Sophos Intercept X, 3. Microsoft Defender for Endpoint - Searched Google, AI Overview "endpoint protection software": 1. CrowdStrike, 2. SentinelOne, 3. Microsoft Defender for Endpoint - Searched Google, AI Overview "best endpoint protection": 1. ESET, 2. Microsoft Defender for Business, 3. Acronis Not named in any answer: Malwarebytes and Fortinet. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand endpoint protection brands in September 2026? - In September 2026, ESET gained share of searches among endpoint protection brands in New Zealand, from 7.6% to 8.2%. ## Month by month | Month | ESET estimated searches | ESET Share of Search | ESET rank | Microsoft Defender for Business estimated searches | Microsoft Defender for Business Share of Search | Microsoft Defender for Business rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.1K | 14% | 4 | 30 | 0.4% | 8 | | Nov 2025 | 920 | 13.9% | 4 | 30 | 0.45% | 9 | | Dec 2025 | 740 | 12.3% | 3 | 20 | 0.33% | 8 | | Jan 2026 | 760 | 12.1% | 3 | 30 | 0.48% | 8 | | Feb 2026 | 750 | 11.8% | 4 | 40 | 0.63% | 8 | | Mar 2026 | 930 | 12% | 4 | 70 | 0.9% | 8 | | Apr 2026 | 750 | 11.3% | 4 | 40 | 0.6% | 8 | | May 2026 | 760 | 10.2% | 4 | 70 | 0.94% | 8 | | Jun 2026 | 760 | 9.3% | 4 | 40 | 0.49% | 8 | | Jul 2026 | 620 | 8.5% | 4 | 30 | 0.41% | 8 | | Aug 2026 | 520 | 7.6% | 4 | 40 | 0.58% | 8 | | Sep 2026 | 510 | 8.2% | 4 | 30 | 0.48% | 8 | ## How each brand is measured Brandwave collects information about searches that people make online using ESET’s and Microsoft Defender for Business’ 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. - **ESET**: Measured on the search terms “eset” and “eset protect”, summed into one figure. - **Microsoft Defender for Business**: Measured on the search term “microsoft defender for business”. - [ESET profile](/demand/nz/brands/eset) - [Microsoft Defender for Business profile](/demand/nz/brands/microsoft-defender-business) - [All endpoint protection brands in New Zealand](/demand/nz/categories/nz-endpoint-protection-brands): The set both shares are measured inside, 9 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 ESET or Microsoft Defender for Business more popular in search? In September 2026, ESET had more branded searches than Microsoft Defender for Business among endpoint protection brands in New Zealand. ESET had about 510 branded searches, while Microsoft Defender for Business had 30. ESET made up 8.2% of all endpoint protection brand searches we track, and Microsoft Defender for Business accounted for 0.48%. ## Cite this page Brandwave. "ESET vs Microsoft Defender for Business: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/categories/nz-endpoint-protection-brands/compare/eset-vs-microsoft-defender-business This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-endpoint-protection-brands/compare/eset-vs-microsoft-defender-business. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.