--- title: "Microsoft Surface: search popularity in Australia" description: "Microsoft Surface is a laptop brand. 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/au/brands/microsoft-surface" publisher: "Brandwave" --- # Microsoft Surface: search popularity in Australia Microsoft Surface is a laptop brand. 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**: Microsoft Surface - **Owned by**: Microsoft - **Market**: Australia - **Measured month**: Sep 2026 - **Share of Search among tablet brands**: 8.1% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Tablet brands | 3 | 8.1% | 24.2K | | Laptop brands | 5 | 4.8% | 8.1K | - [Tablet brands](/demand/au/categories/au-tablet-brands) - [Laptop brands](/demand/au/categories/au-laptop-brands) ## Top tablet brands in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Microsoft Surface was mentioned in one out of five: not in any of the three ChatGPT answers, but in one of the two Google AI Overviews. Microsoft Surface is the fourth most recommended of the seven. 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 | | --- | --- | --- | --- | --- | | Samsung Galaxy Tab | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Apple iPad | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Lenovo Tab | 3rd | 1 of 3 | 1 of 2 | 2 of 5 | | Microsoft Surface | 4th | 0 of 3 | 1 of 2 | 1 of 5 | | Amazon Fire Tablet | 5th | 1 of 3 | 0 of 2 | 1 of 5 | | Xiaomi | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | TCL | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about tablet brands - Asked ChatGPT "What's the best tablet to buy in Australia?": 1. Apple iPad, 2. Samsung Galaxy Tab - Asked ChatGPT "Which tablet is best for study?": 1. Samsung Galaxy Tab, 2. Apple iPad - Asked ChatGPT "What's the best cheap tablet for kids?": 1. Samsung Galaxy Tab, 2. Lenovo Tab, 3. Amazon Fire Tablet, 4. Apple iPad - Searched Google, AI Overview "tablet": 1. Microsoft Surface, 2. Apple iPad, 3. Lenovo Tab - Searched Google, AI Overview "best tablet": 1. Samsung Galaxy Tab, 2. Apple iPad Not named in any answer: Xiaomi and TCL. Brands are listed in the order each answer named them. The answers were collected in Australia on October 26, 2026. ## How has branded search demand for Microsoft Surface changed in Australia over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Microsoft Surface in Australia fell from 34.6K to 32.3K. - Across the 12 months ending September 2026, Microsoft Surface’s share of searches among tablet brands in Australia decreased from 8.7% to 8.1%. - Across the 12 months ending September 2026, Microsoft Surface’s share of searches among tablet brands in Australia peaked at 10.4% in February 2026 and was lowest at 6.4% in December 2025. - Across the 12 months ending September 2026, Microsoft Surface’s share of searches among laptop brands in Australia decreased from 5.6% to 4.8%. - Across the 12 months ending September 2026, Microsoft Surface’s share of searches among laptop brands in Australia peaked at 6.6% in June 2026 and was lowest at 4.7% in May 2026. ## How did search popularity change for Australia tablet brands in September 2026? - Samsung Galaxy Tab’s share of searches among tablet brands in Australia has gained ground for 3 months in a row, from 13.8% to 16.2% in September 2026. - In September 2026, TCL rose from 7th to 6th among tablet brands in Australia. - In September 2026, Amazon Fire Tablet fell from 6th to 7th among tablet brands in Australia. - Estimated monthly branded searches for Lenovo Tab in Australia rose 50% over 12 measured months, from 14.8K to 22.2K in September 2026. ## How did search popularity change for Australia laptop brands in September 2026? - In September 2026, HP gained share of searches among laptop brands in Australia, from 11.3% to 13.1%. - In September 2026, Dell gained share of searches among laptop brands in Australia, from 7.5% to 8.7%. - In September 2026, Apple MacBook lost share of searches among laptop brands in Australia, from 56% to 53.4%. - In September 2026, Lenovo lost share of searches among laptop brands in Australia, from 11.3% to 10.7%. - Microsoft Surface’s share of searches among laptop brands in Australia has lost ground for 3 months in a row, from 6.6% to 4.8% in September 2026. - In September 2026, Acer rose from 7th to 6th among laptop brands in Australia. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Tablet brands | 24.7K | 8.7% | 3 | | Nov 2025 | Tablet brands | 32.9K | 7.8% | 3 | | Dec 2025 | Tablet brands | 22K | 6.4% | 4 | | Jan 2026 | Tablet brands | 24.7K | 8.6% | 3 | | Feb 2026 | Tablet brands | 24.7K | 10.4% | 3 | | Mar 2026 | Tablet brands | 26.9K | 9.7% | 3 | | Apr 2026 | Tablet brands | 20.2K | 8.7% | 3 | | May 2026 | Tablet brands | 24.7K | 10.1% | 3 | | Jun 2026 | Tablet brands | 29.6K | 10.3% | 3 | | Jul 2026 | Tablet brands | 22K | 7.8% | 3 | | Aug 2026 | Tablet brands | 24.7K | 8.3% | 3 | | Sep 2026 | Tablet brands | 24.2K | 8.1% | 3 | | Oct 2025 | Laptop brands | 9.9K | 5.6% | 5 | | Nov 2025 | Laptop brands | 12.1K | 5.4% | 5 | | Dec 2025 | Laptop brands | 8.1K | 5.2% | 5 | | Jan 2026 | Laptop brands | 9.9K | 5.3% | 5 | | Feb 2026 | Laptop brands | 9.9K | 4.9% | 5 | | Mar 2026 | Laptop brands | 12.1K | 5.3% | 5 | | Apr 2026 | Laptop brands | 8.1K | 5.5% | 5 | | May 2026 | Laptop brands | 8.1K | 4.7% | 5 | | Jun 2026 | Laptop brands | 12.1K | 6.6% | 5 | | Jul 2026 | Laptop brands | 9.9K | 5.7% | 5 | | Aug 2026 | Laptop brands | 9.9K | 5% | 5 | | Sep 2026 | Laptop brands | 8.1K | 4.8% | 5 | ## How are Microsoft Surface’s branded searches counted? Brandwave collects information about searches that people make online using Microsoft Surface’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading. - “microsoft surface” - “surface laptop” - “surface pro” ## Which tablet brands compete with Microsoft Surface? - [Apple iPad](/demand/au/brands/ipad): Head-to-head: /demand/au/compare/ipad-vs-microsoft-surface - [Samsung Galaxy Tab](/demand/au/brands/samsung-galaxy-tab): Head-to-head: /demand/au/compare/microsoft-surface-vs-samsung-galaxy-tab - [Lenovo Tab](/demand/au/brands/lenovo-tab): Head-to-head: /demand/au/compare/lenovo-tab-vs-microsoft-surface - [Xiaomi](/demand/au/brands/xiaomi): Head-to-head: /demand/au/compare/microsoft-surface-vs-xiaomi - [TCL](/demand/au/brands/tcl): Head-to-head: /demand/au/compare/microsoft-surface-vs-tcl - [Amazon Fire Tablet](/demand/au/brands/amazon-fire-tablet) ## Who owns Microsoft Surface? Microsoft Surface is owned by Microsoft. Brandwave also tracks LinkedIn, owned by the same company, in Australia. - [Microsoft](/demand/au/companies/microsoft): Owns 69 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 Microsoft Surface? Microsoft Surface is owned by Microsoft. Brandwave also tracks LinkedIn, owned by the same company, in Australia. ## Cite this page Brandwave. "Microsoft Surface: search popularity in Australia". https://gobrandwave.com/demand/au/brands/microsoft-surface This page is also available as HTML at https://gobrandwave.com/demand/au/brands/microsoft-surface. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.