Brandwave

Deloitte vs EY:Which is more popular?

In September 2026, EY had more branded searches than Deloitte among tax advisory brands in New Zealand. EY had about 1,590 branded searches, while Deloitte had 680. EY made up 30.8% of all tax advisory brand searches we track, and Deloitte accounted for 13.2%. When we asked ChatGPT and Google AI Overviews about tax advisory brands, Deloitte appeared in three of the five answers and EY in two. Deloitte was mentioned before EY in every answer.

Among tax advisory brands in New Zealand in September 2026

Who do people search for more?

EY, about 2 searches for every 1 for Deloitte

EY 1.6K searchesDeloitte 680 searches

Who does AI mention more?

Deloitte, mentioned in 3 of 5 answers, EY in 2

Deloitte in 3 of 5EY in 2 of 5

Who does AI recommend more?

Deloitte, named ahead of EY in every answer

Deloitte first in 3EY never first

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Top tax advisory brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Deloitte was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. EY was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Deloitte was listed before EY in every answer.

Most recommended by AI

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

  1. Deloitte1st
  2. PwC2nd
  3. EY3rd
  4. KPMG4th
  5. BDO5th

Mentioned by AI

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

  • KPMG4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • PwC3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Deloitte3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • EY2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • BDO1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about tax advisory brands

5 answers

  • Asked ChatGPT

    “Which tax advisory brand should I hire in New Zealand?”

    1. 1KPMG

  • Asked ChatGPT

    “What are the best tax advisory brands in New Zealand?”

    1. 1Deloitte
    2. 2PwC
    3. 3EY
    4. 4KPMG
    5. 5BDO

  • Asked ChatGPT

    “What's the best tax advisory brand in New Zealand for tax advice?”

    1. 1Deloitte
    2. 2PwC
    3. 3KPMG

  • Searched Google, AI Overview

    “best tax advisor”

    1. 1Deloitte
    2. 2EY
    3. 3KPMG
    4. 4PwC

  • Searched Google, AI Overview

    “business tax advice”

    Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

    Is Deloitte or EY more popular in search?

    This chart shows how often people search Google for Deloitte and EY by name. Each line represents a brand's share of searches for all five tax advisory brands we track, month by month, from searches in New Zealand.

    Deloitte and EY among tax advisory brands in New Zealand, by month

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

    View monthly share of searches table
    MonthPwCEYDeloitteBDOKPMG
    Oct 202538%35.7%17.7%6.3%2.3%
    Nov 202535.8%37.4%16.9%7.3%2.6%
    Dec 202536.3%36.3%18.9%6.3%2.2%
    Jan 202636.1%38.6%17.2%6%2.1%
    Feb 202637.7%39.8%15.3%4.7%2.6%
    Mar 202630.7%46.8%14.1%5.4%3%
    Apr 202633.9%43.2%15.2%5.3%2.4%
    May 202632.4%43.8%15.8%5.7%2.3%
    Jun 202631.9%43.4%16.1%5.1%3.6%
    Jul 202632.9%42.7%15.8%5.7%2.8%
    Aug 202643.2%32.3%16%5.7%2.8%
    Sep 202650%30.8%13.2%3.9%2.1%

    How has the Deloitte and EY comparison changed over the last 12 months?

    3 findings
    • EY was ahead of Deloitte in every measured month of the 12 months ending September 2026.
    • Across the 12 months ending September 2026, Deloitte’s share of searches among tax advisory brands in New Zealand moved from 17.7% to 13.2%, and its estimated monthly branded searches moved from 700 to 680.
    • Across the 12 months ending September 2026, EY’s share of searches among tax advisory brands in New Zealand moved from 35.7% to 30.8%, and its estimated monthly branded searches moved from 1.4K to 1.6K.

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

    2 changes

    1. In September 2026, Deloitte lost share of searches among tax advisory brands in New Zealand, from 16% to 13.2%.

    2. In September 2026, EY lost share of searches among tax advisory brands in New Zealand, from 32.3% to 30.8%.

    How are branded searches counted?

    15 search terms

    Brandwave collects information about searches that people make online using Deloitte’s and EY’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.

    Deloitte

    4 branded search terms

    • Deloitte Dunedin
    • Deloitte Hamilton
    • Deloitte New Zealand
    • Deloitte Tauranga

    EY

    11 branded search terms

    • ernst & young nz
    • ernst and young auckland
    • ernst and young new zealand
    • ernst and young nz
    • ernst and young wellington
    • EY Auckland
    • EY Christchurch
    • ey near me
    • ey new zealand
    • EY NZ
    • EY Wellington

    How the Brand Demand Index is measured

    Other head-to-heads among tax advisory brands

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