--- title: "Furuno vs Humminbird: Which is searched more in New Zealand?" description: "Is Furuno or Humminbird more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Marine electronics 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-marine-electronics-brands/compare/furuno-vs-humminbird" publisher: "Brandwave" --- # Furuno vs Humminbird: Which is searched more in New Zealand? Is Furuno or Humminbird more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Marine electronics 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**: Furuno and Humminbird - **Competitive set**: Marine electronics brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Furuno Share of Search**: 5.9% - **Humminbird Share of Search**: 4.3% ## Is Furuno or Humminbird more popular in search? - 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%. - 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. ## 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. 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 | | --- | --- | --- | --- | --- | | Garmin Marine | 1st | 3 of 3 | 0 of 1 | 3 of 4 | | Simrad | 2nd | 3 of 3 | 0 of 1 | 3 of 4 | | Lowrance | 3rd | 2 of 3 | 1 of 1 | 3 of 4 | | Raymarine | 4th | 2 of 3 | 0 of 1 | 2 of 4 | | Furuno | 5th | 3 of 3 | 0 of 1 | 3 of 4 | | Humminbird | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about marine electronics brands - Asked ChatGPT "Which marine electronics brand should I buy in New Zealand?": 1. Garmin Marine, 2. Simrad, 3. Raymarine, 4. Furuno - Asked ChatGPT "What are the best marine electronics brands in New Zealand?": 1. Garmin Marine, 2. Simrad, 3. Lowrance, 4. Raymarine, 5. Furuno - Asked ChatGPT "What's the best marine electronics brand in New Zealand for a fishing boat?": 1. Garmin Marine, 2. Simrad, 3. Lowrance, 4. Furuno - Searched Google, AI Overview "fish finder nz": 1. Lowrance Not named in any answer: Humminbird. 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 marine electronics brands in September 2026? - 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%. ## Month by month | Month | Furuno estimated searches | Furuno Share of Search | Furuno rank | Humminbird estimated searches | Humminbird Share of Search | Humminbird rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 100 | 3.5% | 6 | 150 | 5.2% | 5 | | Nov 2025 | 150 | 4.1% | 6 | 210 | 5.7% | 5 | | Dec 2025 | 120 | 3.1% | 6 | 170 | 4.3% | 5 | | Jan 2026 | 220 | 5% | 5 | 210 | 4.8% | 6 | | Feb 2026 | 120 | 3.9% | 6 | 170 | 5.5% | 5 | | Mar 2026 | 100 | 3.6% | 6 | 130 | 4.7% | 5 | | Apr 2026 | 120 | 5.5% | 5 | 70 | 3.2% | 6 | | May 2026 | 80 | 3% | 6 | 130 | 4.9% | 5 | | Jun 2026 | 120 | 4.8% | 5 | 90 | 3.6% | 6 | | Jul 2026 | 150 | 5.5% | 5 | 110 | 4% | 6 | | Aug 2026 | 100 | 3.4% | 6 | 150 | 5.1% | 5 | | Sep 2026 | 150 | 5.9% | 5 | 110 | 4.3% | 6 | ## How each brand is measured 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**: Measured on the search terms “furuno depth finder”, “furuno depth sounder” and “furuno fish finder”, summed into one figure. - **Humminbird**: Measured on the search terms “fischfinder humminbird”, “humminbird”, “humminbird chartplotter”, “humminbird marine” and “humminbird sonar”, summed into one figure. - [Furuno profile](/demand/nz/brands/furuno) - [Humminbird profile](/demand/nz/brands/humminbird) - [All marine electronics brands in New Zealand](/demand/nz/categories/nz-marine-electronics-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 Furuno or Humminbird more popular in search? 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%. ## Cite this page Brandwave. "Furuno vs Humminbird: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/categories/nz-marine-electronics-brands/compare/furuno-vs-humminbird This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-marine-electronics-brands/compare/furuno-vs-humminbird. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.