---
title: "23andMe vs Findmypast: Which is more popular by branded search in New Zealand?"
description: "Which is more popular in search, 23andMe or Findmypast? Compare estimated monthly branded-search demand and Share of Search inside the Genealogy and DNA services 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/compare/23andme-vs-findmypast"
publisher: "Brandwave"
---

# 23andMe vs Findmypast: Which is more popular by branded search in New Zealand?

Which is more popular in search, 23andMe or Findmypast? Compare estimated monthly branded-search demand and Share of Search inside the Genealogy and DNA services 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**: 23andMe and Findmypast
- **Competitive set**: Genealogy and DNA services
- **Market**: New Zealand
- **Month measured**: Aug 2026
- **23andMe Share of Search**: 2.4%
- **Findmypast Share of Search**: 2.7%

## Which is more popular in search, 23andMe or Findmypast?

- In August 2026, Findmypast had more branded searches than 23andMe among genealogy and DNA services in New Zealand. Findmypast was estimated to have 950 branded searches compared to 23andMe’s 830, and held a 2.7% Share of Search versus 23andMe’s 2.4%.
- The lead changed hands once in the 11 months ending August 2026: Findmypast took it in July 2026.
- Across the 11 months ending August 2026, 23andMe’s estimated Share of Search among genealogy and DNA services in New Zealand moved from 3.9% to 2.4%, and its estimated monthly branded searches moved from 1.2K to 830.
- Across the 11 months ending August 2026, Findmypast’s estimated Share of Search among genealogy and DNA services in New Zealand held steady at 2.7%, and its estimated monthly branded searches moved from 830 to 950.

## How did search popularity change for New Zealand genealogy and DNA services in August 2026?

- Estimated monthly branded searches for Findmypast in New Zealand rose 14.5% over 11 measured months, from 830 to 950 in August 2026.
- Estimated monthly branded searches for 23andMe in New Zealand fell 30.3% over 11 measured months, from 1.2K to 830 in August 2026.

## Month by month

| Month | 23andMe estimated searches | 23andMe Share of Search | 23andMe rank | Findmypast estimated searches | Findmypast Share of Search | Findmypast rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 1.2K | 3.9% | 4 | 830 | 2.7% | 5 |
| Nov 2025 | 1.2K | 4% | 4 | 660 | 2.2% | 5 |
| Dec 2025 | 1.2K | 4% | 4 | 670 | 2.2% | 5 |
| Jan 2026 | 1.1K | 3.2% | 4 | 820 | 2.4% | 5 |
| Feb 2026 | 1.2K | 3.6% | 4 | 670 | 2.1% | 5 |
| Mar 2026 | 1.2K | 3% | 4 | 780 | 2% | 5 |
| Apr 2026 | 960 | 2.6% | 4 | 830 | 2.3% | 5 |
| May 2026 | 1.3K | 3.3% | 4 | 810 | 2.1% | 5 |
| Jun 2026 | 960 | 2.6% | 4 | 810 | 2.2% | 5 |
| Jul 2026 | 990 | 2.8% | 5 | 1K | 2.8% | 4 |
| Aug 2026 | 830 | 2.4% | 5 | 950 | 2.7% | 4 |
| Sep 2026 | — | — | — | — | — | — |

## How each brand is measured

Brandwave collects information about searches that people make online using 23andMe’s and Findmypast’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.

- **23andMe**: Measured on the search terms “23andme”, “23andme com”, “23andme dna test”, “23andme family tree”, “23andme genealogy” and “23andme nz”, summed into one figure.
- **Findmypast**: Measured on the search terms “findmypast”, “findmypast au”, “findmypast co uk”, “findmypast family tree”, “findmypast genealogy”, “findmypast new zealand” and “findmypast nz”, summed into one figure.

- [23andMe profile](/demand/nz/brands/23andme)
- [Findmypast profile](/demand/nz/brands/findmypast)
- [All genealogy and DNA services in New Zealand](/demand/nz/categories/nz-genealogy-and-dna-services): The set both shares are measured inside, 5 brands.

## Methodology

- [How is branded search demand measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which is more popular in search, 23andMe or Findmypast?

In August 2026, Findmypast had more branded searches than 23andMe among genealogy and DNA services in New Zealand. Findmypast was estimated to have 950 branded searches compared to 23andMe’s 830, and held a 2.7% Share of Search versus 23andMe’s 2.4%.

## Cite this page

Brandwave. "23andMe vs Findmypast: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/23andme-vs-findmypast

This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/23andme-vs-findmypast. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.