John Bull vs R.M.Williams:Which is more popular?
In September 2026, R.M.Williams had more branded searches than John Bull among boot brands in New Zealand. R.M.Williams had about 13,200 branded searches, while John Bull had 1,600. R.M.Williams made up 12.7% of all boot brand searches we track, and John Bull accounted for 1.5%. When we asked ChatGPT and Google AI Overviews about boot brands, John Bull appeared in three of the five answers and R.M.Williams in two. John Bull was mentioned before R.M.Williams in three out of four answers that named either.
Who do people search for more?
R.M.Williams, about 8 searches for every 1 for John Bull
Who does AI mention more?
John Bull, mentioned in 3 of 5 answers, R.M.Williams in 2
Who does AI recommend more?
John Bull, named ahead of R.M.Williams in 3 of 4 answers
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Top boot brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, John Bull was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. R.M.Williams was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. John Bull was listed before R.M.Williams 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.
Blundstone1st- John Bull2nd
Steel Blue3rd
Timberland4th
Redback4th- R.M.Williams6th
Dr. Martens7th
Merrell8th
UGG–
SCARPA–
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Blundstone5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Timberland4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- John Bull3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Dr. Martens2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- R.M.Williams2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Steel Blue2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Redback2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Merrell1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- UGG0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- SCARPA0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about boot brands
5 answers
Asked ChatGPT
“Which boot brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best boot brands in New Zealand?”
Asked ChatGPT
“What's the best boot brand in New Zealand for everyday wear?”
Searched Google, AI Overview
“work boots nz”
Searched Google, AI Overview
“men's boots nz”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 19, 2026.
Is John Bull or R.M.Williams more popular in search?
This chart shows how often people search Google for John Bull and R.M.Williams by name. Each line represents a brand's share of searches for all ten boot brands we track, month by month, from searches in New Zealand.
Share of searches by month for R.M.Williams, John Bull. The figures are in the table below the chart.
View monthly share of searches table
| Month | UGG | Dr. Martens | Timberland | R.M.Williams | Blundstone | Merrell | John Bull | Steel Blue | Redback | SCARPA |
|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 32.6% | 23.5% | 13.1% | 15% | 7.4% | 5.4% | 1.9% | 0.59% | 0.37% | 0.14% |
| Nov 2025 | 36.5% | 20.8% | 11.8% | 16.9% | 6% | 5.8% | 1.2% | 0.46% | 0.29% | 0.11% |
| Dec 2025 | 41.1% | 19.6% | 11.5% | 16.1% | 5.5% | 4.6% | 0.95% | 0.29% | 0.26% | 0.08% |
| Jan 2026 | 35.9% | 23.6% | 11.8% | 11.9% | 8.1% | 6% | 1.5% | 0.55% | 0.41% | 0.13% |
| Feb 2026 | 35% | 22.5% | 11.3% | 13.6% | 8.7% | 6.1% | 1.7% | 0.52% | 0.48% | 0.12% |
| Mar 2026 | 38% | 22.4% | 11.2% | 11.6% | 8.5% | 5.7% | 1.4% | 0.52% | 0.4% | 0.18% |
| Apr 2026 | 41.9% | 19.3% | 11.3% | 11.5% | 8% | 5.7% | 1.2% | 0.44% | 0.5% | 0.16% |
| May 2026 | 46% | 18.2% | 10.5% | 11% | 7.4% | 4.7% | 1.1% | 0.4% | 0.45% | 0.14% |
| Jun 2026 | 42% | 20.4% | 10.5% | 12.2% | 8.3% | 4.4% | 1.2% | 0.45% | 0.48% | 0.13% |
| Jul 2026 | 42.5% | 17.1% | 11.7% | 12.1% | 9% | 5.5% | 1.2% | 0.36% | 0.39% | 0.16% |
| Aug 2026 | 40.2% | 17.5% | 13.2% | 12.5% | 9.1% | 5.2% | 1.3% | 0.46% | 0.44% | 0.13% |
| Sep 2026 | 33.5% | 21% | 13.5% | 12.7% | 10.2% | 6.4% | 1.5% | 0.57% | 0.53% | 0.16% |
How has the John Bull and R.M.Williams comparison changed over the last 12 months?
3 findings
- R.M.Williams was ahead of John Bull in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, John Bull’s share of searches among boot brands in New Zealand moved from 1.9% to 1.5%, and its estimated monthly branded searches moved from 1.9K to 1.6K.
- Across the 12 months ending September 2026, R.M.Williams’ share of searches among boot brands in New Zealand moved from 15% to 12.7%, and its estimated monthly branded searches moved from 15K to 13.2K.
How did search popularity change for New Zealand boot brands in September 2026?
2 changes
Estimated monthly branded searches for John Bull in New Zealand fell 15.8% over 12 measured months, from 1.9K to 1.6K in September 2026.
Estimated monthly branded searches for R.M.Williams in New Zealand fell 11.6% over 12 measured months, from 15K to 13.2K in September 2026.
How are branded searches counted?
18 search terms
Brandwave collects information about searches that people make online using John Bull’s and R.M.Williams’ 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.
John Bull
2 branded search terms
- john bull boots
- john bull safety boots
R.M.Williams
16 branded search terms
- r m williams
- r m williams boots
- r m williams shoes
- rm williams
- rm williams boots
- rm williams cambridge
- rm williams chelsea boots
- rm williams comfort craftsman
- rm williams jersey
- rm williams outlet
- rm williams sale
- rm williams shoes
- rm williams sylvia park
- rmwilliams
- rmwilliams boots
- rmwilliams shoes
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