Ascent vs JB Hi-Fi:Which is more popular?
In September 2026, JB Hi-Fi had more branded searches than Ascent among computer retailers in New Zealand. JB Hi-Fi had about 253,000 branded searches, while Ascent had 10. JB Hi-Fi made up 31.6% of all computer retailer searches we track, and Ascent accounted for <0.01%. When we asked ChatGPT and Google AI Overviews about computer retailers, JB Hi-Fi appeared in all three answers and Ascent in none.
Who do people search for more?
JB Hi-Fi, about 25327 searches for every 1 for Ascent
Who does AI mention more?
JB Hi-Fi, mentioned in every answer we collected
Who does AI recommend more?
JB Hi-Fi, the only one of the two named
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Top computer retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions, JB Hi-Fi appeared in all three answers. Ascent did not appear in any of the three answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
PB Tech1st
Computer Lounge2nd
Noel Leeming3rd- JB Hi-Fi4th
Extreme PC5th
PlayTech6th
Ascent–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Noel Leeming3 of 3Named in 3 of 3 ChatGPT answers
- PB Tech3 of 3Named in 3 of 3 ChatGPT answers
- JB Hi-Fi3 of 3Named in 3 of 3 ChatGPT answers
- Computer Lounge3 of 3Named in 3 of 3 ChatGPT answers
- PlayTech2 of 3Named in 2 of 3 ChatGPT answers
- Extreme PC1 of 3Named in 1 of 3 ChatGPT answers
- Ascent0 of 3Named in 0 of 3 ChatGPT answers
See every answer about computer retailers
3 answers
Asked ChatGPT
“Which computer retailer should I shop at in New Zealand?”
Asked ChatGPT
“What are the best computer retailers in New Zealand?”
Asked ChatGPT
“What's the best computer retailer in New Zealand for a new laptop?”
Searched Google, AI Overview
“computer stores nz”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“pc store nz”
Google showed no AI Overview for this search.
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Is Ascent or JB Hi-Fi more popular in search?
This chart shows how often people search Google for Ascent and JB Hi-Fi by name. Each line represents a brand's share of searches for all seven computer retailers we track, month by month, from searches in New Zealand.
Share of searches by month for JB Hi-Fi, Ascent. The figures are in the table below the chart.
View monthly share of searches table
| Month | Noel Leeming | PB Tech | JB Hi-Fi | Computer Lounge | Extreme PC | PlayTech | Ascent |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 36% | 34.3% | 27.7% | 1.6% | 0.37% | <0.01% | <0.01% |
| Nov 2025 | 35.4% | 35.2% | 27.6% | 1.3% | 0.38% | <0.01% | <0.01% |
| Dec 2025 | 38.5% | 30.2% | 29.8% | 1.2% | 0.35% | <0.01% | <0.01% |
| Jan 2026 | 36.1% | 34.3% | 27.7% | 1.6% | 0.37% | <0.01% | <0.01% |
| Feb 2026 | 36.1% | 34.3% | 27.6% | 1.6% | 0.35% | 0.01% | <0.01% |
| Mar 2026 | 33.4% | 39.1% | 25.6% | 1.5% | 0.36% | 0.01% | <0.01% |
| Apr 2026 | 34.1% | 32.4% | 31.5% | 1.5% | 0.4% | <0.01% | <0.01% |
| May 2026 | 35.8% | 34.5% | 27.3% | 1.9% | 0.48% | 0.01% | <0.01% |
| Jun 2026 | 35.9% | 34.6% | 27.4% | 1.6% | 0.49% | <0.01% | <0.01% |
| Jul 2026 | 36% | 34.3% | 27.3% | 1.9% | 0.48% | <0.01% | <0.01% |
| Aug 2026 | 35.6% | 34.6% | 27.4% | 2% | 0.49% | <0.01% | <0.01% |
| Sep 2026 | 33.8% | 32.7% | 31.6% | 1.5% | 0.4% | <0.01% | <0.01% |
How has the Ascent and JB Hi-Fi comparison changed over the last 12 months?
3 findings
- JB Hi-Fi was ahead of Ascent in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Ascent’s share of searches among computer retailers in New Zealand held steady at <0.01%, and its estimated monthly branded searches moved from 30 to 10.
- Across the 12 months ending September 2026, JB Hi-Fi’s share of searches among computer retailers in New Zealand moved from 27.7% to 31.6%, and its estimated monthly branded searches held steady at 253K.
How did search popularity change for New Zealand computer retailers in September 2026?
2 changes
In September 2026, JB Hi-Fi gained share of searches among computer retailers in New Zealand, from 27.4% to 31.6%.
Estimated monthly branded searches for Ascent in New Zealand fell 66.7% over 12 measured months, from 30 to 10 in September 2026.
How are branded searches counted?
13 search terms
Brandwave collects information about searches that people make online using Ascent’s and JB Hi-Fi’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.
Other head-to-heads among computer retailers
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