--- title: "EY vs KPMG: Which is searched more in New Zealand?" description: "Is EY or KPMG more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Tax advisory 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-tax-advisory-brands/compare/ey-new-zealand-vs-kpmg-new-zealand" publisher: "Brandwave" --- # EY vs KPMG: Which is searched more in New Zealand? Is EY or KPMG more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Tax advisory 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**: EY and KPMG - **Competitive set**: Tax advisory brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **EY Share of Search**: 30.8% - **KPMG Share of Search**: 2.1% ## Is EY or KPMG more popular in search? - In September 2026, EY had more branded searches than KPMG among tax advisory brands in New Zealand. EY had about 1,590 branded searches, while KPMG had 110. EY made up 30.8% of all tax advisory brand searches we track, and KPMG accounted for 2.1%. - EY was ahead of KPMG in every measured month of the 12 months ending September 2026. - 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. - Across the 12 months ending September 2026, KPMG’s share of searches among tax advisory brands in New Zealand moved from 2.3% to 2.1%, and its estimated monthly branded searches moved from 90 to 110. ## Top tax advisory brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, KPMG was mentioned in four out of five: in all 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. EY was listed before KPMG in two out of three 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 | | --- | --- | --- | --- | --- | | Deloitte | 1st | 2 of 3 | 1 of 2 | 3 of 5 | | PwC | 2nd | 2 of 3 | 1 of 2 | 3 of 5 | | EY | 3rd | 1 of 3 | 1 of 2 | 2 of 5 | | KPMG | 4th | 3 of 3 | 1 of 2 | 4 of 5 | | BDO | 5th | 1 of 3 | 0 of 2 | 1 of 5 | ## Every AI answer about tax advisory brands - Asked ChatGPT "Which tax advisory brand should I hire in New Zealand?": 1. KPMG - Asked ChatGPT "What are the best tax advisory brands in New Zealand?": 1. Deloitte, 2. PwC, 3. EY, 4. KPMG, 5. BDO - Asked ChatGPT "What's the best tax advisory brand in New Zealand for tax advice?": 1. Deloitte, 2. PwC, 3. KPMG - Searched Google, AI Overview "best tax advisor": 1. Deloitte, 2. EY, 3. KPMG, 4. PwC - Searched Google, AI Overview "business tax advice": named none of the brands we track 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 tax advisory brands in September 2026? - In September 2026, EY lost share of searches among tax advisory brands in New Zealand, from 32.3% to 30.8%. - In September 2026, KPMG lost share of searches among tax advisory brands in New Zealand, from 2.8% to 2.1%. ## Month by month | Month | EY estimated searches | EY Share of Search | EY rank | KPMG estimated searches | KPMG Share of Search | KPMG rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 1.4K | 35.7% | 2 | 90 | 2.3% | 5 | | Nov 2025 | 1.6K | 37.4% | 1 | 110 | 2.6% | 5 | | Dec 2025 | 1.1K | 36.3% | 1 | 70 | 2.2% | 5 | | Jan 2026 | 1.3K | 38.6% | 1 | 70 | 2.1% | 5 | | Feb 2026 | 1.7K | 39.8% | 1 | 110 | 2.6% | 5 | | Mar 2026 | 3.3K | 46.8% | 1 | 210 | 3% | 5 | | Apr 2026 | 1.6K | 43.2% | 1 | 90 | 2.4% | 5 | | May 2026 | 1.7K | 43.8% | 1 | 90 | 2.3% | 5 | | Jun 2026 | 1.7K | 43.4% | 1 | 140 | 3.6% | 5 | | Jul 2026 | 1.6K | 42.7% | 1 | 110 | 2.8% | 5 | | Aug 2026 | 1.6K | 32.3% | 2 | 140 | 2.8% | 5 | | Sep 2026 | 1.6K | 30.8% | 2 | 110 | 2.1% | 5 | ## How each brand is measured Brandwave collects information about searches that people make online using EY’s and KPMG’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. - **EY**: Measured on the 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” and “EY Wellington”, summed into one figure. - **KPMG**: Measured on the search term “KPMG New Zealand”. - [EY profile](/demand/nz/brands/ey-new-zealand) - [KPMG profile](/demand/nz/brands/kpmg-new-zealand) - [All tax advisory brands in New Zealand](/demand/nz/categories/nz-tax-advisory-brands): The set both shares are measured inside, 5 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 EY or KPMG more popular in search? In September 2026, EY had more branded searches than KPMG among tax advisory brands in New Zealand. EY had about 1,590 branded searches, while KPMG had 110. EY made up 30.8% of all tax advisory brand searches we track, and KPMG accounted for 2.1%. ## Cite this page Brandwave. "EY vs KPMG: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/categories/nz-tax-advisory-brands/compare/ey-new-zealand-vs-kpmg-new-zealand This page is also available as HTML at https://gobrandwave.com/demand/nz/categories/nz-tax-advisory-brands/compare/ey-new-zealand-vs-kpmg-new-zealand. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.