--- title: "Fitbit: search popularity in the United Kingdom" description: "Fitbit offers watches for tracking fitness and activity. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/uk/brands/fitbit" publisher: "Brandwave" --- # Fitbit: search popularity in the United Kingdom Fitbit offers watches for tracking fitness and activity. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: Fitbit - **Owned by**: Google - **Market**: United Kingdom - **Measured month**: Sep 2026 - **Share of Search among smartwatch brands**: 14.8% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Smartwatch brands | 2 | 14.8% | 135K | - [Smartwatch brands](/demand/uk/categories/uk-smartwatch-brands) ## Top smartwatch brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Fitbit was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Fitbit is the third most recommended of the ten. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Garmin | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Apple Watch | 2nd | 2 of 3 | 1 of 2 | 3 of 5 | | Fitbit | 3rd | 3 of 3 | 1 of 2 | 4 of 5 | | Amazfit | 4th | 2 of 3 | 0 of 2 | 2 of 5 | | Samsung Galaxy Watch | 5th | 0 of 3 | 1 of 2 | 1 of 5 | | Huawei | 6th | 1 of 3 | 0 of 2 | 1 of 5 | | Google Pixel | 7th | 2 of 3 | 0 of 2 | 2 of 5 | | WHOOP | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | COROS | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Polar | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about smartwatch brands - Asked ChatGPT "Which smartwatch should I buy in the UK?": 1. Apple Watch, 2. Garmin, 3. Google Pixel, 4. Amazfit, 5. Fitbit - Asked ChatGPT "What are the best smartwatch brands?": 1. Garmin, 2. Huawei, 3. Amazfit, 4. Fitbit, 5. Apple Watch, 6. Google Pixel - Asked ChatGPT "What is the best fitness tracker?": 1. Garmin, 2. Fitbit - Searched Google, AI Overview "smart watch": 1. Samsung Galaxy Watch, 2. Apple Watch, 3. Garmin - Searched Google, AI Overview "fitness tracker": 1. Fitbit Not named in any answer: WHOOP, COROS and Polar. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 26, 2026. ## How has branded search demand for Fitbit changed in the United Kingdom over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Fitbit in the United Kingdom held steady at 135K. - Across the 12 months ending September 2026, Fitbit’s share of searches among smartwatch brands in the United Kingdom peaked at 22.8% in May 2026 and was lowest at 13.4% in November 2025. ## How did search popularity change for United Kingdom smartwatch brands in September 2026? - In September 2026, Apple Watch gained share of searches among smartwatch brands in the United Kingdom, from 42.5% to 49.4%. - In September 2026, Garmin lost share of searches among smartwatch brands in the United Kingdom, from 19.1% to 14.8%. - In September 2026, Samsung Galaxy Watch lost share of searches among smartwatch brands in the United Kingdom, from 8.3% to 7.4%. - In September 2026, Fitbit lost share of searches among smartwatch brands in the United Kingdom, from 15.6% to 14.8%. - Estimated monthly branded searches for WHOOP in the United Kingdom rose 82.7% over 12 measured months, from 27.1K to 49.5K in September 2026. - Estimated monthly branded searches for Amazfit in the United Kingdom rose 22.3% over 12 measured months, from 14.8K to 18.1K in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Smartwatch brands | 135K | 14.8% | 2 | | Nov 2025 | Smartwatch brands | 165K | 13.4% | 2 | | Dec 2025 | Smartwatch brands | 165K | 13.6% | 2 | | Jan 2026 | Smartwatch brands | 165K | 16.8% | 2 | | Feb 2026 | Smartwatch brands | 110K | 14.2% | 3 | | Mar 2026 | Smartwatch brands | 110K | 13.9% | 3 | | Apr 2026 | Smartwatch brands | 135K | 16.1% | 3 | | May 2026 | Smartwatch brands | 201K | 22.8% | 2 | | Jun 2026 | Smartwatch brands | 165K | 19.5% | 2 | | Jul 2026 | Smartwatch brands | 135K | 17.8% | 2 | | Aug 2026 | Smartwatch brands | 135K | 15.6% | 3 | | Sep 2026 | Smartwatch brands | 135K | 14.8% | 2 | ## How are Fitbit’s branded searches counted? Brandwave collects information about searches that people make online using Fitbit’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading. - “fitbit” ## Which smartwatch brands compete with Fitbit? - [Apple Watch](/demand/uk/brands/apple-watch): Head-to-head: /demand/uk/compare/apple-watch-vs-fitbit - [Garmin](/demand/uk/brands/garmin): Head-to-head: /demand/uk/compare/fitbit-vs-garmin - [Samsung Galaxy Watch](/demand/uk/brands/samsung-galaxy-watch): Head-to-head: /demand/uk/compare/fitbit-vs-samsung-galaxy-watch - [WHOOP](/demand/uk/brands/whoop): Head-to-head: /demand/uk/compare/fitbit-vs-whoop - [Google Pixel](/demand/uk/brands/google-pixel): Head-to-head: /demand/uk/compare/fitbit-vs-google-pixel - [Amazfit](/demand/uk/brands/amazfit) - [Huawei](/demand/uk/brands/huawei) - [COROS](/demand/uk/brands/coros) - [Polar](/demand/uk/brands/polar) ## Who owns Fitbit? Fitbit is owned by Google. Brandwave also tracks Google Nest and Google Pixel, owned by the same company, in the United Kingdom. - [Google](/demand/uk/companies/google): Owns 70 tracked brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Who owns Fitbit? Fitbit is owned by Google. Brandwave also tracks Google Nest and Google Pixel, owned by the same company, in the United Kingdom. ## Cite this page Brandwave. "Fitbit: search popularity in the United Kingdom". https://gobrandwave.com/demand/uk/brands/fitbit This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/fitbit. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.