ADT vs First Security:Which is more popular by branded search in New Zealand?
In August 2026, First Security had more branded searches than ADT among security companies in New Zealand. First Security was estimated to have 2.2K branded searches compared to ADT’s 720, and held a 33.8% Share of Search versus ADT’s 11%.
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Which is more popular in search, ADT or First Security?
Compare the security firms New Zealand businesses and homes use for guarding and alarm monitoring. 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.
Share of Search by month for First Security, ADT. The figures are in the table below the chart.
View monthly share of search table
| Month | First Security | Allied Security | Armourguard | ADT |
|---|---|---|---|---|
| Oct 2025 | 28.4% | 29.8% | 29.6% | 12.2% |
| Nov 2025 | 24.7% | 32% | 30.3% | 13% |
| Dec 2025 | 26.2% | 35% | 28.7% | 10.1% |
| Jan 2026 | 25.6% | 31.6% | 31% | 11.8% |
| Feb 2026 | 26.8% | 23.1% | 32.6% | 17.5% |
| Mar 2026 | 29.7% | 23.7% | 28.7% | 17.9% |
| Apr 2026 | 32.6% | 24.9% | 23.4% | 19.1% |
| May 2026 | 36.6% | 24.3% | 22.7% | 16.3% |
| Jun 2026 | 34.2% | 25.8% | 25.8% | 14.2% |
| Jul 2026 | 30.3% | 28% | 28.5% | 13.3% |
| Aug 2026 | 33.8% | 32.3% | 22.8% | 11% |
| Sep 2026 | — | — | — | — |
How has the ADT and First Security comparison changed over the last 12 months?
3 findings
- First Security was ahead of ADT in every measured month of the 11 months ending August 2026.
- Across the 11 months ending August 2026, ADT’s estimated Share of Search among security companies in New Zealand moved from 12.2% to 11%, and its estimated monthly branded searches moved from 820 to 720.
- Across the 11 months ending August 2026, First Security’s estimated Share of Search among security companies in New Zealand moved from 28.4% to 33.8%, and its estimated monthly branded searches moved from 1.9K to 2.2K.
How did search popularity change for New Zealand security companies in August 2026?
2 changes
In August 2026, First Security gained estimated Share of Search among security companies in New Zealand, from 30.3% to 33.8%.
In August 2026, ADT lost estimated Share of Search among security companies in New Zealand, from 13.3% to 11%.
How each brand is measured
Brandwave collects information about searches that people make online using ADT’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.
ADT
8 branded search terms
- adt alarm
- adt alarm monitoring
- adt alarm system
- adt home security
- adt security
- adt security guard
- adt security monitoring
- adt security system
First Security
6 branded search terms
- first security
- first security near me
- first security nz
- first security online
- firstsecurity
- firstsecurity co nz
Put your own brand in this comparison
Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.