Armourguard vs First Security:Which is more popular by branded search in New Zealand?
In August 2026, First Security had more branded searches than Armourguard among security companies in New Zealand. First Security was estimated to have 2.2K branded searches compared to Armourguard’s 1.5K, and held a 33.8% Share of Search versus Armourguard’s 22.8%.
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Which is more popular in search, Armourguard 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, Armourguard. 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 Armourguard and First Security comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 11 months ending August 2026: First Security took it in March 2026.
- Across the 11 months ending August 2026, Armourguard’s estimated Share of Search among security companies in New Zealand moved from 29.6% to 22.8%, and its estimated monthly branded searches moved from 2K to 1.5K.
- 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?
3 changes
In August 2026, Allied Security overtook Armourguard to rank 2nd among security companies in New Zealand, at 32.3%.
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, Armourguard lost estimated Share of Search among security companies in New Zealand, from 28.5% to 22.8%.
How each brand is measured
Brandwave collects information about searches that people make online using Armourguard’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.
Armourguard
6 branded search terms
- armourguard
- armourguard co nz
- armourguard hamilton
- armourguard near me
- armourguard nz
- armourguard security
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.