Armourguard vs First Security:Which is more popular?
In September 2026, Armourguard had more branded searches than First Security among security companies in New Zealand. Armourguard had about 1,420 branded searches, while First Security had 1,300. Armourguard made up 21.8% of all security company searches we track, and First Security accounted for 20%. When we asked ChatGPT and Google AI Overviews about security companies, First Security appeared in three of the four answers and Armourguard in two. First Security was mentioned before Armourguard in two out of three answers.
Who do people search for more?
Armourguard, about 9% more searches than First Security
Who does AI mention more?
First Security, mentioned in 3 of 4 answers, Armourguard in 2
Who does AI recommend more?
First Security, named ahead of Armourguard in 2 of 3 answers
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Top security companies in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, First Security was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Armourguard was mentioned in two out of four: in one of the three ChatGPT answers and in the Google AI Overview. First Security was listed before Armourguard in two out of three answers.
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.
- First Security3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Allied Security2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Armourguard2 of 4Named in 1 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Red Badge2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
ADT2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers- Chubb Security1 of 4Named in 1 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about security companies
4 answers
Asked ChatGPT
“Which security company should I hire in New Zealand?”
Asked ChatGPT
“What are the best security companies in New Zealand?”
Asked ChatGPT
“What's the best security company in New Zealand for alarm monitoring?”
Searched Google, AI Overview
“security companies nz”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“security guards nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.
Is Armourguard or First Security more popular in search?
This chart shows how often people search Google for Armourguard and First Security by name. Each line represents a brand's share of searches for all six security companies we track, month by month, from searches in New Zealand.
Share of searches by month for Armourguard, First Security. The figures are in the table below the chart.
View monthly share of searches table
| Month | Allied Security | Armourguard | First Security | Red Badge | ADT | Chubb Security |
|---|---|---|---|---|---|---|
| Oct 2025 | 22.3% | 26.1% | 18.1% | 18.1% | 9.9% | 5.4% |
| Nov 2025 | 22.3% | 25.8% | 13.9% | 22.3% | 10.2% | 5.4% |
| Dec 2025 | 26.9% | 25.6% | 16.8% | 16.8% | 8.4% | 5.4% |
| Jan 2026 | 23.9% | 27.7% | 14.9% | 19.4% | 9.3% | 4.8% |
| Feb 2026 | 15.5% | 28.4% | 15.5% | 20.2% | 13% | 7.4% |
| Mar 2026 | 16.9% | 25.3% | 16.9% | 20.9% | 13.7% | 6.3% |
| Apr 2026 | 19.5% | 21.9% | 19.5% | 19.5% | 15% | 4.8% |
| May 2026 | 19% | 20.8% | 23.3% | 19% | 12.2% | 5.7% |
| Jun 2026 | 20.6% | 24.5% | 20.6% | 15.8% | 12.3% | 6.2% |
| Jul 2026 | 22.5% | 26.4% | 17.3% | 17.3% | 11.1% | 5.5% |
| Aug 2026 | 24.4% | 21.8% | 19.8% | 19.8% | 9.4% | 4.9% |
| Sep 2026 | 24.6% | 21.8% | 20% | 20% | 7.7% | 6% |
How has the Armourguard and First Security comparison changed over the last 12 months?
3 findings
- The lead changed hands 2 times in the 12 months ending September 2026: First Security took it in May 2026, Armourguard took it in June 2026.
- Across the 12 months ending September 2026, Armourguard’s share of searches among security companies in New Zealand moved from 26.1% to 21.8%, and its estimated monthly branded searches moved from 1.9K to 1.4K.
- Across the 12 months ending September 2026, First Security’s share of searches among security companies in New Zealand moved from 18.1% to 20%, and its estimated monthly branded searches held steady at 1.3K.
How did search popularity change for New Zealand security companies in September 2026?
1 change
Estimated monthly branded searches for Armourguard in New Zealand fell 24.1% over 12 measured months, from 1.9K to 1.4K in September 2026.
How are branded searches counted?
5 search terms
Brandwave collects information about searches that people make online using Armourguard’s and First Security’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.
Armourguard
3 branded search terms
- armourguard
- armourguard hamilton
- armourguard security
First Security
2 branded search terms
- first security
- firstsecurity
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