Brandwave

Epson vs HP:Which is more popular?

In September 2026, HP had more branded searches than Epson among printer brands in New Zealand. HP had about 11,500 branded searches, while Epson had 3,720. HP made up 46.9% of all printer brand searches we track, and Epson accounted for 15.2%. When we asked ChatGPT and Google AI Overviews about printer brands, HP appeared in all four answers and Epson in three. Epson was mentioned before HP in every answer.

Among printer brands in New Zealand in September 2026

Who do people search for more?

HP, about 3 searches for every 1 for Epson

HP 11.5K searchesEpson 3.7K searches

Who does AI mention more?

HP, mentioned in every answer we collected

HP in 4 of 4Epson in 3 of 4

Who does AI recommend more?

Epson, named ahead of HP in every answer

Epson first in 3HP never first

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Top printer brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and one Google AI Overview, HP appeared in all four answers. Epson was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Epson was listed before HP in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Brother1st
  2. Epson2nd
  3. Canon3rd
  4. HP4th
  5. Kyocera–
  6. Fuji Xerox–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • HP4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Canon4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Brother4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers
  • Epson3 of 4Named in 3 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Kyocera0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
  • Fuji Xerox0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers

See every answer about printer brands

4 answers

  • Asked ChatGPT

    “Which printer brand should I buy in New Zealand?”

    1. 1Brother
    2. 2Epson
    3. 3Canon
    4. 4HP

  • Asked ChatGPT

    “What are the best printer brands in New Zealand?”

    1. 1Brother
    2. 2Epson
    3. 3Canon
    4. 4HP

  • Asked ChatGPT

    “What's the best printer brand in New Zealand for home printing?”

    1. 1Epson
    2. 2Brother
    3. 3Canon
    4. 4HP

  • Searched Google, AI Overview

    “cheap printer nz”

    Google showed no AI Overview for this search.

  • Searched Google, AI Overview

    “wireless printer”

    1. 1HP
    2. 2Brother
    3. 3Canon

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 Epson or HP more popular in search?

This chart shows how often people search Google for Epson and HP by name. Each line represents a brand's share of searches for all six printer brands we track, month by month, from searches in New Zealand.

Epson and HP among printer brands in New Zealand, by month

Share of searches by month for HP, Epson. The figures are in the table below the chart.

View monthly share of searches table
MonthHPCanonEpsonBrotherKyoceraFuji Xerox
Oct 202544.4%23.1%14.8%14.3%1.8%1.7%
Nov 202544.7%24.1%14.8%13.4%1.4%1.6%
Dec 202541.7%27.2%15%13%1.6%1.6%
Jan 202643.4%23.2%15.7%14.3%1.6%1.7%
Feb 202644.4%20.7%16.2%15.2%1.8%1.8%
Mar 202645.1%21.6%15.2%14.2%1.8%2.1%
Apr 202642.6%21.1%17.3%15.8%1.7%1.5%
May 202643.2%23%15.4%14.7%1.8%1.9%
Jun 202643.9%21.6%17.5%13.6%1.8%1.6%
Jul 202642.9%22.7%17.4%14.1%1.5%1.5%
Aug 202643.4%23.1%17.1%13.2%1.7%1.5%
Sep 202646.9%21.6%15.2%13.5%1.8%1.1%

How has the Epson and HP comparison changed over the last 12 months?

3 findings
  • HP was ahead of Epson in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Epson’s share of searches among printer brands in New Zealand moved from 14.8% to 15.2%, and its estimated monthly branded searches moved from 3.4K to 3.7K.
  • Across the 12 months ending September 2026, HP’s share of searches among printer brands in New Zealand moved from 44.4% to 46.9%, and its estimated monthly branded searches moved from 10.3K to 11.5K.

How did search popularity change for New Zealand printer brands in September 2026?

2 changes

  1. In September 2026, HP gained share of searches among printer brands in New Zealand, from 43.4% to 46.9%.

  2. In September 2026, Epson lost share of searches among printer brands in New Zealand, from 17.1% to 15.2%.

How are branded searches counted?

23 search terms

Brandwave collects information about searches that people make online using Epson’s and HP’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.

Epson

8 branded search terms

  • epson
  • epson ecotank printer
  • epson et
  • epson ink
  • epson ink cartridges
  • epson ink printer
  • epson printer
  • epson toner

HP

15 branded search terms

  • hp
  • hp chromebook
  • hp computers
  • hp elitebook
  • hp envy
  • hp ink
  • hp ink cartridge
  • hp omen
  • hp paper
  • hp pavilion
  • hp printer
  • hp printer ink
  • hp printer paper
  • hp toner
  • hp victus

How the Brand Demand Index is measured

Other head-to-heads among printer brands

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