EndNote vs Zotero:Which is more popular in New Zealand?
In October 2026, Zotero had more branded searches than EndNote among citation and reference tools in New Zealand. Zotero had about 2,780 branded searches, while EndNote had 1,050. Zotero made up 19.4% of all citation and reference tool searches we track, and EndNote accounted for 7.3%. When we asked ChatGPT and Google AI Overviews about citation and reference tools, both EndNote and Zotero appeared in all five answers. Zotero was mentioned before EndNote in four out of five answers.
Who do people search for more?
Zotero, about 3 searches for every 1 for EndNote
Who does AI mention more?
Both are mentioned in every answer we collected.
Who does AI recommend more?
Zotero, named ahead of EndNote in 4 of 5 answers
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Top citation and reference tools in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, both EndNote and Zotero showed up in all five answers. Zotero was listed before EndNote 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.
- Zotero5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
EndNote5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
Mendeley5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
MyBib2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Scribbr1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Citation Machine0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about citation and reference tools
5 answers
Asked ChatGPT
“Which citation and reference tool should I use in New Zealand?”
Asked ChatGPT
“What are the best citation and reference tools in New Zealand?”
Asked ChatGPT
“What's the best citation and reference tool in New Zealand for referencing assignments?”
Searched Google, AI Overview
“best citation tool”
Searched Google, AI Overview
“referencing software”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in New Zealand on October 20, 2026.
Is EndNote or Zotero more popular in search?
This chart shows how often people search Google for EndNote and Zotero by name. Each line represents a brand's share of searches for all six citation and reference tools we track, month by month, from searches in New Zealand.
Share of searches by month for Zotero, EndNote. The figures are in the table below the chart.
View monthly share of searches table
| Month | MyBib | Scribbr | Zotero | Citation Machine | EndNote | Mendeley |
|---|---|---|---|---|---|---|
| Nov 2025 | 23.5% | 29.4% | 20.3% | 10.6% | 7.6% | 8.7% |
| Dec 2025 | 14.6% | 24.2% | 25.7% | 10% | 12% | 13.5% |
| Jan 2026 | 12.9% | 18.8% | 32% | 11.6% | 13.2% | 11.6% |
| Feb 2026 | 16.8% | 21.7% | 27.8% | 10.9% | 14.4% | 8.4% |
| Mar 2026 | 26% | 20.9% | 21.6% | 14.8% | 11.1% | 5.6% |
| Apr 2026 | 30.7% | 22.1% | 18.7% | 15% | 8.1% | 5.4% |
| May 2026 | 32.6% | 22.8% | 15.4% | 18.1% | 6.7% | 4.4% |
| Jun 2026 | 31.1% | 27.5% | 12.9% | 18.8% | 4.8% | 4.9% |
| Jul 2026 | 27.8% | 18% | 23% | 14% | 11.7% | 5.5% |
| Aug 2026 | 38.9% | 18.4% | 16.2% | 14.4% | 7.8% | 4.3% |
| Sep 2026 | 36.2% | 19.1% | 17% | 13.9% | 8.8% | 4.9% |
| Oct 2026 | 31.7% | 22.2% | 19.4% | 13.9% | 7.3% | 5.6% |
How has branded search for EndNote and Zotero changed in New Zealand over the last 12 months?
3 findings
- Zotero was ahead of EndNote in every measured month of the 12 months ending October 2026.
- Across the 12 months ending October 2026, EndNote’s share of searches among citation and reference tools in New Zealand moved from 7.6% to 7.3%, and its estimated monthly branded searches moved from 810 to 1.1K.
- Across the 12 months ending October 2026, Zotero’s share of searches among citation and reference tools in New Zealand moved from 20.3% to 19.4%, and its estimated monthly branded searches moved from 2.2K to 2.8K.
How did search popularity change for New Zealand citation and reference tools in October 2026?
2 changes
In October 2026, Zotero gained share of searches among citation and reference tools in New Zealand, from 17% to 19.4%.
In October 2026, EndNote lost share of searches among citation and reference tools in New Zealand, from 8.8% to 7.3%.
How are EndNote’s and Zotero’s branded searches counted?
15 search terms
Brandwave collects information about searches that people make online using EndNote’s and Zotero’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.
Other head-to-heads among citation and reference tools
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