KEF vs Marshall:Which is more popular?
In September 2026, Marshall had more branded searches than KEF among speaker brands in the United Kingdom. Marshall had about 18,100 branded searches, while KEF had 3,600. Marshall made up 8.3% of all speaker brand searches we track, and KEF accounted for 1.7%. When we asked ChatGPT and Google AI Overviews about speaker brands, KEF appeared in one of the five answers and Marshall in none.
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Top speaker brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, KEF was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Marshall 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.
JBL1st
Sony2nd
KEF3rd
Soundcore4th
Bose5th
Bowers & Wilkins5th
Bang & Olufsen7th
Sonos8th
Ultimate Ears9th- +2 more
Marshall–- +1 more
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- JBL5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Sony3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Bose2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Soundcore2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Ultimate Ears2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Sonos1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Bang & Olufsen1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Bowers & Wilkins1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Edifier1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Marshall0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about speaker brands
5 answers
Asked ChatGPT
“Which Bluetooth speaker should I buy in the UK?”
Asked ChatGPT
“What are the best speaker brands?”
Asked ChatGPT
“What is the best portable speaker?”
Searched Google, AI Overview
“bluetooth speaker”
Searched Google, AI Overview
“speakers”
Not named in any answer:
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 26, 2026.
Is KEF or Marshall more popular in search?
This chart shows how often people search Google for KEF and Marshall by name. Each line represents a brand's share of searches for all 13 speaker brands we track, month by month, from searches in United Kingdom.
Share of searches by month for Marshall, KEF. The figures are in the table below the chart.
View monthly share of searches table
| Month | JBL | Sonos | Bang & Olufsen | Bose | Marshall | Bowers & Wilkins | Soundcore | Ruark Audio | Ultimate Ears | Sony | Edifier | KEF | Q Acoustics |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 24.9% | 20.3% | 13.6% | 9.1% | 9.1% | 7.4% | 2.7% | 3% | 2.4% | 2.2% | 1.5% | 2.2% | 1.5% |
| Nov 2025 | 24.2% | 24.2% | 10.8% | 8.8% | 10.8% | 7.2% | 2.2% | 2.9% | 2.4% | 2.2% | 1.4% | 1.8% | 1.2% |
| Dec 2025 | 27.7% | 22.7% | 10.1% | 10.1% | 10.1% | 5.5% | 2.5% | 2.8% | 2% | 2% | 1.3% | 1.7% | 1.3% |
| Jan 2026 | 21.6% | 26.4% | 11.8% | 7.9% | 9.7% | 6.5% | 2.9% | 3.5% | 2.1% | 1.9% | 1.9% | 2.4% | 1.6% |
| Feb 2026 | 22.1% | 22.1% | 14.8% | 8.1% | 8.1% | 8.1% | 2.9% | 4% | 2.3% | 2% | 1.6% | 2.4% | 1.6% |
| Mar 2026 | 23.8% | 23.8% | 13.1% | 8.7% | 8.7% | 7.1% | 2.6% | 3.1% | 2.3% | 2.1% | 1.4% | 1.7% | 1.4% |
| Apr 2026 | 43% | 15.8% | 10.6% | 7.1% | 7.1% | 4.7% | 2.1% | 2.3% | 2.1% | 1.7% | 1.1% | 1.4% | 0.94% |
| May 2026 | 36% | 19.7% | 10.8% | 8.8% | 7.2% | 4.8% | 2.6% | 2.3% | 2.6% | 1.7% | 1.2% | 1.4% | 0.95% |
| Jun 2026 | 37.7% | 16.9% | 9.2% | 9.2% | 7.5% | 5% | 2.7% | 3.7% | 2.4% | 1.8% | 1.2% | 1.5% | 1% |
| Jul 2026 | 33.6% | 18.4% | 10.1% | 10.1% | 8.2% | 5.5% | 3% | 2.4% | 2.6% | 2% | 1.3% | 1.6% | 1.1% |
| Aug 2026 | 30.8% | 20.6% | 11.3% | 9.3% | 7.5% | 6.2% | 2.8% | 3% | 2.4% | 1.8% | 1.2% | 1.8% | 1.2% |
| Sep 2026 | 27.8% | 22.8% | 10.2% | 10.2% | 8.3% | 5.6% | 3.7% | 2.8% | 2.2% | 2% | 1.7% | 1.7% | 1.1% |
How has the KEF and Marshall comparison changed over the last 12 months?
3 findings
- Marshall was ahead of KEF in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, KEF’s share of searches among speaker brands in the United Kingdom moved from 2.2% to 1.7%, and its estimated monthly branded searches moved from 5.4K to 3.6K.
- Across the 12 months ending September 2026, Marshall’s share of searches among speaker brands in the United Kingdom moved from 9.1% to 8.3%, and its estimated monthly branded searches moved from 22.2K to 18.1K.
How did search popularity change for United Kingdom speaker brands in September 2026?
2 changes
In September 2026, Marshall gained share of searches among speaker brands in the United Kingdom, from 7.5% to 8.3%.
In September 2026, KEF fell from 10th to 12th among speaker brands in the United Kingdom.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using KEF’s and Marshall’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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