Brandwave

Illuminex Electrical vs Millars Electrical:Which is more popular in New Zealand?

In October 2026, Millars Electrical had more branded searches than Illuminex Electrical among Wellington electrical contractors in New Zealand. Millars Electrical had about 70 branded searches, while Illuminex Electrical had 20. Millars Electrical made up 22.6% of all Wellington electrical contractor searches we track, and Illuminex Electrical accounted for 6.5%. When we asked ChatGPT and Google AI Overviews about Wellington electrical contractors, Illuminex Electrical appeared in three of the five answers and Millars Electrical in none.

Among Wellington electrical contractors in New Zealand in October 2026

Who do people search for more?

Millars Electrical, about 4 searches for every 1 for Illuminex Electrical

Millars Electrical 70 searchesIlluminex Electrical 20 searches

Who does AI mention more?

Illuminex Electrical, mentioned in 3 of 5 answers, Millars Electrical in 0

Illuminex Electrical in 3 of 5Millars Electrical in 0 of 5

Who does AI recommend more?

Illuminex Electrical, the only one of the two named

Illuminex Electrical first in 3Millars Electrical never named

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Top Wellington electrical contractors in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Illuminex Electrical was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Millars Electrical did not appear in any of the five answers.

Most recommended by AI

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

  1. Pluto Electrics Ltd1st
  2. Stewart & Rogers Electrical1st
  3. Illuminex Electrical1st
  4. Silver Fern Electrical4th
  5. Millars Electrical–
  6. Seven Electrical–
  7. GT Electrical–
  8. Weka Electrical–

Mentioned by AI

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

  • Stewart & Rogers Electrical5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Illuminex Electrical3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Pluto Electrics Ltd2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Seven Electrical2 of 5Named in 0 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Silver Fern Electrical2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Millars Electrical0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • GT Electrical0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Weka Electrical0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about Wellington electrical contractors

5 answers

Not named in any answer:

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

Is Illuminex Electrical or Millars Electrical more popular in search?

This chart shows how often people search Google for Illuminex Electrical and Millars Electrical by name. Each line represents a brand's share of searches for all eight Wellington electrical contractors we track, month by month, from searches in New Zealand.

Illuminex Electrical and Millars Electrical among Wellington electrical contractors in New Zealand, by month

Share of searches by month for Millars Electrical, Illuminex Electrical. The figures are in the table below the chart.

View monthly share of searches table
MonthMillars ElectricalPluto Electrics LtdSeven ElectricalSilver Fern ElectricalStewart & Rogers ElectricalIlluminex ElectricalGT ElectricalWeka Electrical
Nov 202533.3%15.2%15.2%15.2%12.1%3%3%3%
Dec 202523.8%19%19%9.5%14.3%4.8%4.8%4.8%
Jan 202617.9%17.9%25%10.7%17.9%3.6%3.6%3.6%
Feb 202617.9%17.9%14.3%7.1%25%10.7%3.6%3.6%
Mar 202618.9%18.9%18.9%10.8%18.9%5.4%2.7%5.4%
Apr 202613.3%23.3%16.7%13.3%16.7%3.3%6.7%6.7%
May 202621.2%21.2%21.2%12.1%15.2%3%3%3%
Jun 202613.5%18.9%13.5%18.9%18.9%5.4%2.7%8.1%
Jul 20268.6%20%14.3%14.3%25.7%8.6%2.9%5.7%
Aug 202620.6%14.7%20.6%11.8%14.7%8.8%2.9%5.9%
Sep 202617.2%24.1%13.8%10.3%17.2%10.3%3.4%3.4%
Oct 202622.6%16.1%16.1%16.1%16.1%6.5%3.2%3.2%

How has branded search for Illuminex Electrical and Millars Electrical changed in New Zealand over the last 12 months?

3 findings

How did search popularity change for New Zealand Wellington electrical contractors in October 2026?

3 changes

  1. In October 2026, Millars Electrical overtook Pluto Electrics Ltd to become the leader among Wellington electrical contractors in New Zealand, with 22.6% of the searches.

  2. In October 2026, Silver Fern Electrical overtook Stewart & Rogers Electrical and Illuminex Electrical to rank 4th among Wellington electrical contractors in New Zealand, with 16.1% of the searches.

  3. In October 2026, Illuminex Electrical lost share of searches among Wellington electrical contractors in New Zealand, from 10.3% to 6.5%.

How are Illuminex Electrical’s and Millars Electrical’s branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Illuminex Electrical’s and Millars Electrical’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.

Illuminex Electrical

1 branded search term

  • illuminex electrical

Millars Electrical

1 branded search term

  • millars electrical

How the Brand Demand Index is measured

Other head-to-heads among Wellington electrical contractors

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