--- title: "Buro vs Secretlab: Which is searched more in New Zealand?" description: "Is Buro or Secretlab more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Gaming and office chair brands 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/buro-vs-secretlab" publisher: "Brandwave" --- # Buro vs Secretlab: Which is searched more in New Zealand? Is Buro or Secretlab more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Gaming and office chair brands 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**: Buro and Secretlab - **Competitive set**: Gaming and office chair brands - **Market**: New Zealand - **Month measured**: Sep 2026 - **Buro Share of Search**: 5.3% - **Secretlab Share of Search**: 32.5% ## Is Buro or Secretlab more popular in search? - In September 2026, Secretlab had more branded searches than Buro among gaming and office chair brands in New Zealand. Secretlab had about 3,050 branded searches, while Buro had 500. Secretlab made up 32.5% of all gaming and office chair brand searches we track, and Buro accounted for 5.3%. - Secretlab was ahead of Buro in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Buro’s share of searches among gaming and office chair brands in New Zealand moved from 5.2% to 5.3%, and its estimated monthly branded searches moved from 570 to 500. - Across the 12 months ending September 2026, Secretlab’s share of searches among gaming and office chair brands in New Zealand moved from 36.3% to 32.5%, and its estimated monthly branded searches moved from 4K to 3K. ## Top gaming and office chair brands in ChatGPT and Google AI Overviews In three ChatGPT questions and one Google AI Overview, Secretlab appeared in all four answers. Buro was mentioned in three out of four: in all three ChatGPT answers, but not in the Google AI Overview. Secretlab was listed before Buro in three out of four answers. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Secretlab | 1st | 3 of 3 | 1 of 1 | 4 of 4 | | Buro | 2nd | 3 of 3 | 0 of 1 | 3 of 4 | | Steelcase | 3rd | 3 of 3 | 0 of 1 | 3 of 4 | | Herman Miller | 4th | 3 of 3 | 1 of 1 | 4 of 4 | | Corsair | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | | DXRacer | Not ranked | 0 of 3 | 0 of 1 | 0 of 4 | ## Every AI answer about gaming and office chair brands - Asked ChatGPT "Which gaming or office chair brand should I buy in New Zealand?": 1. Secretlab, 2. Buro, 3. Steelcase, 4. Herman Miller - Asked ChatGPT "What are the best gaming and office chair brands in New Zealand?": 1. Secretlab, 2. Buro, 3. Herman Miller, 4. Steelcase - Asked ChatGPT "What's the best gaming or office chair brand in New Zealand for long computer sessions?": 1. Steelcase, 2. Buro, 3. Secretlab, 4. Herman Miller - Searched Google, AI Overview "best gaming chair": 1. Secretlab, 2. Herman Miller Not named in any answer: Corsair and DXRacer. Brands are listed in the order each answer named them. The answers were collected in New Zealand on October 21, 2026. ## How did search popularity change for New Zealand gaming and office chair brands in September 2026? - In September 2026, Steelcase overtook Buro and DXRacer to rank 4th among gaming and office chair brands in New Zealand, with 5.8% of the searches. - In September 2026, Buro gained share of searches among gaming and office chair brands in New Zealand, from 4.7% to 5.3%. - In September 2026, Secretlab lost share of searches among gaming and office chair brands in New Zealand, from 34.1% to 32.5%. ## Month by month | Month | Buro estimated searches | Buro Share of Search | Buro rank | Secretlab estimated searches | Secretlab Share of Search | Secretlab rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 570 | 5.2% | 5 | 4K | 36.3% | 1 | | Nov 2025 | 630 | 5.1% | 5 | 4.6K | 37.3% | 1 | | Dec 2025 | 450 | 3.8% | 6 | 3.9K | 32.9% | 1 | | Jan 2026 | 690 | 5.5% | 4 | 4.2K | 33.3% | 1 | | Feb 2026 | 680 | 5.9% | 5 | 3.7K | 32.4% | 1 | | Mar 2026 | 700 | 5.4% | 4 | 3.9K | 30.4% | 2 | | Apr 2026 | 560 | 5.1% | 5 | 3.2K | 28.7% | 2 | | May 2026 | 580 | 4.7% | 5 | 4.5K | 36.2% | 1 | | Jun 2026 | 620 | 4.7% | 5 | 5.3K | 39.9% | 1 | | Jul 2026 | 570 | 4.7% | 4 | 4.8K | 39.8% | 1 | | Aug 2026 | 520 | 4.7% | 4 | 3.8K | 34.1% | 2 | | Sep 2026 | 500 | 5.3% | 5 | 3K | 32.5% | 2 | ## How each brand is measured Brandwave collects information about searches that people make online using Buro’s and Secretlab’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. - **Buro**: Measured on the search terms “buro chair”, “buro seating” and “metro buro chair”, summed into one figure. - **Secretlab**: Measured on the search terms “secretlab”, “secretlab chair”, “secretlab co”, “secretlab desk”, “secretlab gaming chair”, “secretlab magnus”, “secretlab magnus pro”, “secretlab office chair”, “secretlab pokemon”, “secretlab table”, “secretlab titan” and “secretlab titan evo”, summed into one figure. - [Buro profile](/demand/nz/brands/buro) - [Secretlab profile](/demand/nz/brands/secretlab) - [All gaming and office chair brands in New Zealand](/demand/nz/categories/nz-gaming-chair-brands): The set both shares are measured inside, 6 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Buro or Secretlab more popular in search? In September 2026, Secretlab had more branded searches than Buro among gaming and office chair brands in New Zealand. Secretlab had about 3,050 branded searches, while Buro had 500. Secretlab made up 32.5% of all gaming and office chair brand searches we track, and Buro accounted for 5.3%. ## Cite this page Brandwave. "Buro vs Secretlab: Which is searched more in New Zealand?". https://gobrandwave.com/demand/nz/compare/buro-vs-secretlab This page is also available as HTML at https://gobrandwave.com/demand/nz/compare/buro-vs-secretlab. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.