Furuno vs Humminbird:Which is more popular?
In September 2026, Furuno had more branded searches than Humminbird among marine electronics brands in New Zealand. Furuno had about 150 branded searches, while Humminbird had 110. Furuno made up 5.9% of all marine electronics brand searches we track, and Humminbird accounted for 4.3%. When we asked ChatGPT and Google AI Overviews about marine electronics brands, Furuno appeared in three of the four answers and Humminbird in none.
Who do people search for more?
Furuno, about 36% more searches than Humminbird
Who does AI mention more?
Furuno, mentioned in 3 of 4 answers, Humminbird in 0
Who does AI recommend more?
Furuno, the only one of the two named
Follow Furuno vs Humminbird and get free monthly updates on what changed
By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy
Top marine electronics brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Furuno was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Humminbird did not appear in any of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Garmin Marine1st
Simrad2nd
Lowrance3rd
Raymarine4th- Furuno5th
Humminbird–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Garmin Marine3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Simrad3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Lowrance3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
- Furuno3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Raymarine2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
- Humminbird0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about marine electronics brands
4 answers
Asked ChatGPT
“Which marine electronics brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best marine electronics brands in New Zealand?”
Asked ChatGPT
“What's the best marine electronics brand in New Zealand for a fishing boat?”
Searched Google, AI Overview
“fish finder nz”
Searched Google, AI Overview
“marine electronics nz”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Furuno or Humminbird more popular in search?
This chart shows how often people search Google for Furuno and Humminbird by name. Each line represents a brand's share of searches for all six marine electronics brands we track, month by month, from searches in New Zealand.
Share of searches by month for Furuno, Humminbird. The figures are in the table below the chart.
View monthly share of searches table
| Month | Garmin Marine | Simrad | Lowrance | Raymarine | Furuno | Humminbird |
|---|---|---|---|---|---|---|
| Oct 2025 | 24.7% | 21.9% | 26.4% | 18.4% | 3.5% | 5.2% |
| Nov 2025 | 27.4% | 19.5% | 27.9% | 15.4% | 4.1% | 5.7% |
| Dec 2025 | 25.8% | 19.1% | 31.4% | 16.3% | 3.1% | 4.3% |
| Jan 2026 | 24.9% | 22.2% | 29.6% | 13.6% | 5% | 4.8% |
| Feb 2026 | 27.7% | 24.1% | 25.1% | 13.8% | 3.9% | 5.5% |
| Mar 2026 | 26.3% | 24.5% | 26.3% | 14.6% | 3.6% | 4.7% |
| Apr 2026 | 25.3% | 25.3% | 22.6% | 18% | 5.5% | 3.2% |
| May 2026 | 26.6% | 24.3% | 24.7% | 16.5% | 3% | 4.9% |
| Jun 2026 | 24.2% | 25% | 25.4% | 16.9% | 4.8% | 3.6% |
| Jul 2026 | 29.1% | 25.5% | 22.2% | 13.8% | 5.5% | 4% |
| Aug 2026 | 28.8% | 26.4% | 22.7% | 13.6% | 3.4% | 5.1% |
| Sep 2026 | 26.7% | 25.9% | 22.7% | 14.5% | 5.9% | 4.3% |
How has the Furuno and Humminbird comparison changed over the last 12 months?
3 findings
- The lead changed hands 7 times in the 12 months ending September 2026: Furuno took it in January 2026, Humminbird took it in February 2026, Furuno took it in April 2026, Humminbird took it in May 2026, Furuno took it in June 2026, Humminbird took it in August 2026, Furuno took it in September 2026.
- Across the 12 months ending September 2026, Furuno’s share of searches among marine electronics brands in New Zealand moved from 3.5% to 5.9%, and its estimated monthly branded searches moved from 100 to 150.
- Across the 12 months ending September 2026, Humminbird’s share of searches among marine electronics brands in New Zealand moved from 5.2% to 4.3%, and its estimated monthly branded searches moved from 150 to 110.
How did search popularity change for New Zealand marine electronics brands in September 2026?
2 changes
In September 2026, Furuno overtook Humminbird to rank 5th among marine electronics brands in New Zealand, with 5.9% of the searches.
In September 2026, Humminbird lost share of searches among marine electronics brands in New Zealand, from 5.1% to 4.3%.
How are branded searches counted?
8 search terms
Brandwave collects information about searches that people make online using Furuno’s and Humminbird’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.
Furuno
3 branded search terms
- furuno depth finder
- furuno depth sounder
- furuno fish finder
Humminbird
5 branded search terms
- fischfinder humminbird
- humminbird
- humminbird chartplotter
- humminbird marine
- humminbird sonar
Other head-to-heads among marine electronics brands
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.