Brother vs Singer:Which is more popular?
In September 2026, Singer had more branded searches than Brother among bobbin case brands in New Zealand. Singer had about 390 branded searches, while Brother had 20. Singer made up 19.2% of all bobbin case brand searches we track, and Brother accounted for 0.99%. When we asked ChatGPT and Google AI Overviews about bobbin case brands, Singer appeared in all five answers and Brother in four. Brother was mentioned before Singer in three out of five answers.
Who do people search for more?
Singer, about 20 searches for every 1 for Brother
Who does AI mention more?
Singer, mentioned in every answer we collected
Who does AI recommend more?
Brother, named ahead of Singer in 3 of 5 answers
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Top bobbin case brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Singer appeared in all five answers. Brother was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Brother was listed before Singer in three out of five answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Singer5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
JUKI5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Brother4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Janome3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Bernina1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Pfaff1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
See every answer about bobbin case brands
5 answers
Asked ChatGPT
“Which bobbin case brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best bobbin case brands in New Zealand?”
Asked ChatGPT
“What's the best bobbin case brand in New Zealand for a sewing machine repair?”
Searched Google, AI Overview
“sewing machine bobbin case”
Searched Google, AI Overview
“sewing bobbin case”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.
Is Brother or Singer more popular in search?
This chart shows how often people search Google for Brother and Singer by name. Each line represents a brand's share of searches for all six bobbin case brands we track, month by month, from searches in New Zealand.
Share of searches by month for Singer, Brother. The figures are in the table below the chart.
View monthly share of searches table
| Month | Bernina | Janome | Singer | JUKI | Pfaff | Brother |
|---|---|---|---|---|---|---|
| Oct 2025 | 45.7% | 33.7% | 14.7% | 2.7% | 2.7% | 0.54% |
| Nov 2025 | 45.6% | 33.5% | 14.1% | 2.4% | 3.4% | 0.97% |
| Dec 2025 | 46.9% | 35.7% | 12.1% | 2.4% | 2.4% | 0.48% |
| Jan 2026 | 45.6% | 33.3% | 14.9% | 2.2% | 3.1% | 0.88% |
| Feb 2026 | 45.9% | 34.8% | 12.1% | 3.4% | 3.4% | 0.48% |
| Mar 2026 | 45.3% | 30.7% | 16% | 3.3% | 4.2% | 0.47% |
| Apr 2026 | 45.2% | 32.4% | 15.2% | 3.3% | 3.3% | 0.48% |
| May 2026 | 45.2% | 34.5% | 14.3% | 2% | 3.6% | 0.4% |
| Jun 2026 | 43.9% | 33.1% | 16.7% | 2.9% | 2.9% | 0.42% |
| Jul 2026 | 41.4% | 32.9% | 19.4% | 2.3% | 3.2% | 0.9% |
| Aug 2026 | 41.9% | 37.3% | 15.7% | 2.1% | 2.1% | 0.85% |
| Sep 2026 | 44.3% | 31% | 19.2% | 2.5% | 2% | 0.99% |
How has the Brother and Singer comparison changed over the last 12 months?
3 findings
- Singer was ahead of Brother in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Brother’s share of searches among bobbin case brands in New Zealand moved from 0.54% to 0.99%, and its estimated monthly branded searches moved from 10 to 20.
- Across the 12 months ending September 2026, Singer’s share of searches among bobbin case brands in New Zealand moved from 14.7% to 19.2%, and its estimated monthly branded searches moved from 270 to 390.
How did search popularity change for New Zealand bobbin case brands in September 2026?
2 changes
In September 2026, Singer gained share of searches among bobbin case brands in New Zealand, from 15.7% to 19.2%.
Estimated monthly branded searches for Brother in New Zealand rose 100% over 12 measured months, from 10 to 20 in September 2026.
How are branded searches counted?
4 search terms
Brandwave collects information about searches that people make online using Brother’s and Singer’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.
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