---
title: "ADT vs First Security: Which is more popular by branded search in New Zealand?"
description: "Which is more popular in search, ADT or First Security? Compare estimated monthly branded-search demand and Share of Search inside the Security companies 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/adt-vs-first-security"
publisher: "Brandwave"
---

# ADT vs First Security: Which is more popular by branded search in New Zealand?

Which is more popular in search, ADT or First Security? Compare estimated monthly branded-search demand and Share of Search inside the Security companies 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**: ADT and First Security
- **Competitive set**: Security companies
- **Market**: New Zealand
- **Month measured**: Aug 2026
- **ADT Share of Search**: 11%
- **First Security Share of Search**: 33.8%

## Which is more popular in search, ADT or First Security?

- 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%.
- 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?

- 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%.

## Month by month

| Month | ADT estimated searches | ADT Share of Search | ADT rank | First Security estimated searches | First Security Share of Search | First Security rank |
| --- | --- | --- | --- | --- | --- | --- |
| Oct 2025 | 820 | 12.2% | 4 | 1.9K | 28.4% | 3 |
| Nov 2025 | 850 | 13% | 4 | 1.6K | 24.7% | 3 |
| Dec 2025 | 580 | 10.1% | 4 | 1.5K | 26.2% | 3 |
| Jan 2026 | 750 | 11.8% | 4 | 1.6K | 25.6% | 3 |
| Feb 2026 | 1.1K | 17.5% | 4 | 1.6K | 26.8% | 2 |
| Mar 2026 | 1.3K | 17.9% | 4 | 2.1K | 29.7% | 1 |
| Apr 2026 | 1.3K | 19.1% | 4 | 2.1K | 32.6% | 1 |
| May 2026 | 1.1K | 16.3% | 4 | 2.5K | 36.6% | 1 |
| Jun 2026 | 900 | 14.2% | 4 | 2.2K | 34.2% | 1 |
| Jul 2026 | 750 | 13.3% | 4 | 1.7K | 30.3% | 1 |
| Aug 2026 | 720 | 11% | 4 | 2.2K | 33.8% | 1 |
| Sep 2026 | — | — | — | — | — | — |

## 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**: Measured on the search terms “adt alarm”, “adt alarm monitoring”, “adt alarm system”, “adt home security”, “adt security”, “adt security guard”, “adt security monitoring” and “adt security system”, summed into one figure.
- **First Security**: Measured on the search terms “first security”, “first security near me”, “first security nz”, “first security online”, “firstsecurity” and “firstsecurity co nz”, summed into one figure.

- [ADT profile](/demand/nz/brands/adt)
- [First Security profile](/demand/nz/brands/first-security)
- [All security companies in New Zealand](/demand/nz/categories/nz-security-companies): The set both shares are measured inside, 4 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, ADT or First Security?

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%.

## Cite this page

Brandwave. "ADT vs First Security: Which is more popular by branded search in New Zealand?". https://gobrandwave.com/demand/nz/compare/adt-vs-first-security

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