Pilot vs Zebra:Which is more popular?
In September 2026, Pilot had more branded searches than Zebra among pen brands in New Zealand. Pilot had about 640 branded searches, while Zebra had 90. Pilot made up 14.2% of all pen brand searches we track, and Zebra accounted for 2%. When we asked ChatGPT and Google AI Overviews about pen brands, Pilot appeared in four of the five answers and Zebra in three. Pilot was mentioned before Zebra in three out of four answers that named either.
Who do people search for more?
Pilot, about 7 searches for every 1 for Zebra
Who does AI mention more?
Pilot, mentioned in 4 of 5 answers, Zebra in 3
Who does AI recommend more?
Pilot, named ahead of Zebra in 3 of 4 answers
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Top pen brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Pilot was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Zebra was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Pilot was listed before Zebra in three out of four answers that named either.
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.
uni-ball4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Pilot4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Pentel4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
BIC3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Zebra3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Faber-Castell0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about pen brands
5 answers
Asked ChatGPT
“Which pen brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best pen brands in New Zealand?”
Asked ChatGPT
“What's the best pen brand in New Zealand for everyday writing?”
Searched Google, AI Overview
“pen brands”
Searched Google, AI Overview
“ballpoint pens 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 21, 2026.
Is Pilot or Zebra more popular in search?
This chart shows how often people search Google for Pilot and Zebra by name. Each line represents a brand's share of searches for all six pen brands we track, month by month, from searches in New Zealand.
Share of searches by month for Pilot, Zebra. The figures are in the table below the chart.
View monthly share of searches table
| Month | Faber-Castell | BIC | uni-ball | Pilot | Pentel | Zebra |
|---|---|---|---|---|---|---|
| Oct 2025 | 29.3% | 34.6% | 14.6% | 14.9% | 3.9% | 2.5% |
| Nov 2025 | 36.9% | 31.1% | 14% | 12.8% | 2.6% | 2.6% |
| Dec 2025 | 44.6% | 29.9% | 11.1% | 10.8% | 2.1% | 1.5% |
| Jan 2026 | 33.8% | 32.3% | 17% | 13.5% | 2.3% | 1.3% |
| Feb 2026 | 29.8% | 26.5% | 25.6% | 14.2% | 2.5% | 1.4% |
| Mar 2026 | 26.1% | 32.9% | 20% | 15.7% | 2.1% | 3.3% |
| Apr 2026 | 31.9% | 36.8% | 15.7% | 11.8% | 2.2% | 1.7% |
| May 2026 | 30.2% | 31.8% | 16.6% | 17.7% | 2% | 1.6% |
| Jun 2026 | 29.8% | 32.2% | 17.5% | 15.2% | 2.9% | 2.4% |
| Jul 2026 | 27.9% | 33.5% | 21.2% | 13.8% | 1.8% | 1.8% |
| Aug 2026 | 28% | 29.3% | 24.3% | 14.2% | 2.3% | 1.9% |
| Sep 2026 | 31.5% | 31% | 19.3% | 14.2% | 2% | 2% |
How has the Pilot and Zebra comparison changed over the last 12 months?
3 findings
- Pilot was ahead of Zebra in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Pilot’s share of searches among pen brands in New Zealand moved from 14.9% to 14.2%, and its estimated monthly branded searches moved from 530 to 640.
- Across the 12 months ending September 2026, Zebra’s share of searches among pen brands in New Zealand moved from 2.5% to 2%, and its estimated monthly branded searches held steady at 90.
How did search popularity change for New Zealand pen brands in September 2026?
1 change
Estimated monthly branded searches for Pilot in New Zealand rose 20.8% over 12 measured months, from 530 to 640 in September 2026.
How are branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using Pilot’s and Zebra’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.
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