Burton vs Union:Which is more popular?
In September 2026, Union had more branded searches than Burton among bindings brands in New Zealand. Union had about 280 branded searches, while Burton had 210. Union made up 33.3% of all bindings brand searches we track, and Burton accounted for 25%. When we asked ChatGPT and Google AI Overviews about bindings brands, both Burton and Union appeared in all five answers. Union was mentioned before Burton in four out of five answers.
Who do people search for more?
Union, about 33% more searches than Burton
Who does AI mention more?
Both are mentioned in every answer we collected.
Who does AI recommend more?
Union, named ahead of Burton in 4 of 5 answers
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Top bindings brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, both Burton and Union showed up in all five answers. Union was listed before Burton in four of them.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Union5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Burton5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Salomon3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Hyperlite0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Ronix0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about bindings brands
5 answers
Asked ChatGPT
“Which bindings brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best bindings brands in New Zealand?”
Asked ChatGPT
“What's the best bindings brand in New Zealand for snow sports?”
Searched Google, AI Overview
“best snowboard bindings”
Searched Google, AI Overview
“binding brand”
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.
Is Burton or Union more popular in search?
This chart shows how often people search Google for Burton and Union by name. Each line represents a brand's share of searches for all five bindings brands we track, month by month, from searches in New Zealand.
Share of searches by month for Union, Burton. The figures are in the table below the chart.
View monthly share of searches table
| Month | Union | Burton | Hyperlite | Salomon | Ronix |
|---|---|---|---|---|---|
| Oct 2025 | 20.7% | 15.5% | 34.5% | 8.6% | 20.7% |
| Nov 2025 | 16.9% | 11.9% | 47.5% | 3.4% | 20.3% |
| Dec 2025 | 11.6% | 10.1% | 53.6% | 4.3% | 20.3% |
| Jan 2026 | 10.8% | 14.9% | 50% | 5.4% | 18.9% |
| Feb 2026 | 21.9% | 17.2% | 37.5% | 6.3% | 17.2% |
| Mar 2026 | 20.3% | 15.3% | 42.4% | 6.8% | 15.3% |
| Apr 2026 | 19.6% | 25% | 33.9% | 10.7% | 10.7% |
| May 2026 | 31.7% | 23.3% | 26.7% | 10% | 8.3% |
| Jun 2026 | 24.6% | 34.4% | 21.3% | 11.5% | 8.2% |
| Jul 2026 | 27.4% | 34.5% | 16.8% | 14.2% | 7.1% |
| Aug 2026 | 31.4% | 33.1% | 14.4% | 17.8% | 3.4% |
| Sep 2026 | 33.3% | 25% | 22.6% | 11.9% | 7.1% |
How has the Burton and Union comparison changed over the last 12 months?
3 findings
- The lead changed hands 6 times in the 12 months ending September 2026: Burton took it in January 2026, Union took it in February 2026, Burton took it in April 2026, Union took it in May 2026, Burton took it in June 2026, Union took it in September 2026.
- Across the 12 months ending September 2026, Burton’s share of searches among bindings brands in New Zealand moved from 15.5% to 25%, and its estimated monthly branded searches moved from 90 to 210.
- Across the 12 months ending September 2026, Union’s share of searches among bindings brands in New Zealand moved from 20.7% to 33.3%, and its estimated monthly branded searches moved from 120 to 280.
How did search popularity change for New Zealand bindings brands in September 2026?
2 changes
In September 2026, Union overtook Burton to become the leader among bindings brands in New Zealand, with 33.3% of the searches.
In September 2026, Burton lost share of searches among bindings brands in New Zealand, from 33.1% to 25%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Burton’s and Union’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.
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