Brandwave

Furuno vs Humminbird:Which is more popular?

In September 2026, Furuno had more branded searches than Humminbird among depth finder brands in New Zealand. Furuno had about 140 branded searches, while Humminbird had 100. Furuno made up 0.87% of all depth finder brand searches we track, and Humminbird accounted for 0.62%. When we asked ChatGPT and Google AI Overviews about depth finder brands, Humminbird appeared in four of the five answers and Furuno in three. Humminbird was mentioned before Furuno in three out of four answers that named either.

Among depth finder brands in New Zealand in September 2026

Who do people search for more?

Furuno, about 40% more searches than Humminbird

Furuno 140 searchesHumminbird 100 searches

Who does AI mention more?

Humminbird, mentioned in 4 of 5 answers, Furuno in 3

Humminbird in 4 of 5Furuno in 3 of 5

Who does AI recommend more?

Humminbird, named ahead of Furuno in 3 of 4 answers

Humminbird first in 3Furuno first in 1

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Top depth finder brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Humminbird was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. Furuno was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Humminbird was listed before Furuno in three out of four answers that named either.

Most recommended by AI

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

  1. Garmin1st
  2. Lowrance2nd
  3. Humminbird3rd
  4. Simrad4th
  5. Furuno5th

Mentioned by AI

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

  • Garmin5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Lowrance5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Humminbird4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Simrad3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Furuno3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about depth finder 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 Furuno or Humminbird more popular in search?

This chart shows how often people search Google for Furuno and Humminbird by name. Each line represents a brand's share of searches for all five depth finder brands we track, month by month, from searches in New Zealand.

Furuno and Humminbird among depth finder brands in New Zealand, by month

Share of searches by month for Furuno, Humminbird. The figures are in the table below the chart.

View monthly share of searches table
MonthGarminLowranceSimradFurunoHumminbird
Oct 202590.9%4.5%3.2%0.55%0.86%
Nov 202590.6%4.9%2.8%0.7%0.95%
Dec 202588%7%3.3%0.65%0.95%
Jan 202686.1%7.4%4.1%1.2%1.1%
Feb 202690.6%4.6%3.2%0.67%0.92%
Mar 202691.2%4.2%3.4%0.55%0.68%
Apr 202693.3%2.9%2.7%0.69%0.44%
May 202692.2%3.8%2.9%0.44%0.69%
Jun 202690.6%4.6%3.5%0.82%0.52%
Jul 202690%4.2%4.1%1%0.67%
Aug 202691%3.9%3.7%0.55%0.86%
Sep 202692%3.4%3.1%0.87%0.62%

How has the Furuno and Humminbird comparison changed over the last 12 months?

3 findings
  • The lead changed hands 7 times in the 12 months ending September 2026: Furuno took it in January 2026, Humminbird took it in February 2026, Furuno took it in April 2026, Humminbird took it in May 2026, Furuno took it in June 2026, Humminbird took it in August 2026, Furuno took it in September 2026.
  • Across the 12 months ending September 2026, Furuno’s share of searches among depth finder brands in New Zealand moved from 0.55% to 0.87%, and its estimated monthly branded searches moved from 90 to 140.
  • Across the 12 months ending September 2026, Humminbird’s share of searches among depth finder brands in New Zealand moved from 0.86% to 0.62%, and its estimated monthly branded searches moved from 140 to 100.

How did search popularity change for New Zealand depth finder brands in September 2026?

2 changes

  1. In September 2026, Furuno rose from 5th to 4th among depth finder brands in New Zealand.

  2. In September 2026, Humminbird fell from 4th to 5th among depth finder brands in New Zealand.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Furuno’s and Humminbird’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.

Furuno

1 branded search term

  • furuno depth finder

Humminbird

2 branded search terms

  • fischfinder humminbird
  • humminbird

How the Brand Demand Index is measured

Other head-to-heads among depth finder brands

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