Brandwave

Crucial vs Noel Leeming:Which is more popular?

In September 2026, Noel Leeming had more branded searches than Crucial among storage drive and memory card brands in New Zealand. Noel Leeming had about 271,000 branded searches, while Crucial had 150. Noel Leeming made up 94.5% of all storage drive and memory card brand searches we track, and Crucial accounted for 0.05%. When we asked ChatGPT and Google AI Overviews about storage drive and memory card brands, Noel Leeming appeared in two of the five answers and Crucial in one. Noel Leeming was mentioned before Crucial in two out of three answers that named either.

Among storage drive and memory card brands in New Zealand in September 2026

Who do people search for more?

Noel Leeming, about 1805 searches for every 1 for Crucial

Noel Leeming 271K searchesCrucial 150 searches

Who does AI mention more?

Noel Leeming, mentioned in 2 of 5 answers, Crucial in 1

Noel Leeming in 2 of 5Crucial in 1 of 5

Who does AI recommend more?

Noel Leeming, named ahead of Crucial in 2 of 3 answers

Noel Leeming first in 2Crucial first in 1

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Top storage drive and memory card brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Noel Leeming was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Crucial was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Noel Leeming was listed before Crucial in two out of three answers that named either.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Samsung SSD1st
  2. SanDisk2nd
  3. Kingston3rd
  4. Western Digital4th
  5. Noel Leeming5th
  6. Seagate6th
  7. Lexar7th
  8. Crucial8th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • SanDisk5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Samsung SSD4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Kingston4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Seagate3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Noel Leeming2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Western Digital2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Lexar2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Crucial1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about storage drive and memory card brands

5 answers

Brands are shown in the order each answer named them. The survey took place in New Zealand on October 21, 2026.

Is Crucial or Noel Leeming more popular in search?

This chart shows how often people search Google for Crucial and Noel Leeming by name. Each line represents a brand's share of searches for all eight storage drive and memory card brands we track, month by month, from searches in New Zealand.

Crucial and Noel Leeming among storage drive and memory card brands in New Zealand, by month

Share of searches by month for Noel Leeming, Crucial. The figures are in the table below the chart.

View monthly share of searches table
MonthNoel LeemingSanDiskSeagateSamsung SSDWestern DigitalKingstonCrucialLexar
Oct 202596.6%2.8%0.19%0.17%0.13%0.05%0.04%0.03%
Nov 202597.5%2%0.15%0.16%0.1%0.04%0.03%0.01%
Dec 202597%2.3%0.18%0.17%0.08%0.04%0.14%0.02%
Jan 202695.4%3.8%0.3%0.19%0.18%0.06%0.05%0.02%
Feb 202695.4%3.6%0.31%0.23%0.31%0.05%0.06%0.02%
Mar 202695.3%3.8%0.31%0.21%0.24%0.08%0.07%0.03%
Apr 202694.4%4.7%0.3%0.24%0.2%0.06%0.05%0.02%
May 202693.9%5.2%0.34%0.21%0.21%0.06%0.05%0.02%
Jun 202694.5%4.6%0.3%0.25%0.19%0.07%0.06%0.02%
Jul 202694.9%4.3%0.23%0.22%0.2%0.06%0.06%0.02%
Aug 202694.7%4.4%0.27%0.19%0.17%0.08%0.05%0.05%
Sep 202694.5%4.8%0.23%0.18%0.13%0.06%0.05%0.05%

How has the Crucial and Noel Leeming comparison changed over the last 12 months?

3 findings

How did search popularity change for New Zealand storage drive and memory card brands in September 2026?

2 changes

  1. Estimated monthly branded searches for Crucial in New Zealand rose 15.4% over 12 measured months, from 130 to 150 in September 2026.

  2. Estimated monthly branded searches for Noel Leeming in New Zealand fell 17.6% over 12 measured months, from 329K to 271K in September 2026.

How are branded searches counted?

17 search terms

Brandwave collects information about searches that people make online using Crucial’s and Noel Leeming’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.

Crucial

5 branded search terms

  • crucial hard drive
  • crucial memory
  • crucial ram
  • crucial sd card
  • crucial ssd

Noel Leeming

12 branded search terms

  • Noel Leeming
  • noel leeming headphones
  • noel leeming ipad
  • noel leeming lowerhutt
  • noel leeming sale
  • noel leeming westgate
  • noelleeming gore
  • noelleeming henderson
  • noelleeming hornby
  • noelleeming nelson
  • noelleeming ormiston
  • noelleeming richmond

How the Brand Demand Index is measured

Other head-to-heads among storage drive and memory card brands

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