Brandwave

How popular isMicrosoft Surface?

In September 2026, people searched for Microsoft Surface by name about 32,300 times in Australia, a 6.6% decrease from the previous year. These searches made up 4.8% of all Australia laptop brand searches, placing Microsoft Surface fifth out of nine brands. When we asked both ChatGPT and Google AI Overviews about laptop brands, Microsoft Surface appeared in one of the five answers and was the sixth most recommended of the nine.

Search and AI answers in September 2026

Microsoft Surface is the fifth most searched of 9 competitors and the sixth most recommended in AI answers.

  1. Apple MacBookShare of searches 53.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  2. HPShare of searches 13.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th
  3. LenovoShare of searches 10.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. DellShare of searches 8.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  5. Microsoft SurfaceShare of searches 4.8%Mentioned in 1 of 5 AI answersPlace in AI recommendations 6th

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Top laptop 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 sixth most recommended of the nine.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Lenovo1st
  2. Apple MacBook2nd
  3. ASUS3rd
  4. Dell4th
  5. Acer5th
  6. Microsoft Surface6th
  7. HP7th
  8. MSI–
  9. Razer–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Apple MacBook5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Lenovo5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • ASUS5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Dell2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • HP1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Microsoft Surface1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Acer1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • MSI0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Razer0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about laptop brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.

Which laptop brands compete with Microsoft Surface?

Microsoft Surface against laptop brands in Australia, by month

Share of searches by month for Apple MacBook, HP, Lenovo, Dell, Microsoft Surface, Acer, ASUS, MSI. The figures are in the table below the chart.

View monthly share of searches table
MonthApple MacBookHPLenovoDellMicrosoft SurfaceAcerASUSMSIRazer
Oct 202551.2%12.6%10.2%10.2%5.6%3.1%3.7%2.5%0.9%
Nov 202549.1%14.8%9.9%9.9%5.4%3.6%3.6%2.9%0.71%
Dec 202547.8%14.3%11.7%9.6%5.2%3.5%4.3%2.8%0.84%
Jan 202648.1%14.4%11.8%9.6%5.3%3.5%4.3%2.3%0.69%
Feb 202655%11.1%11.1%9%4.9%2.7%3.3%2.2%0.65%
Mar 202658.8%9.7%9.7%7.9%5.3%2.4%3.5%1.9%0.83%
Apr 202650.1%12.2%12.2%10%5.5%3%3.7%2.4%0.88%
May 202653%13%10.6%8.7%4.7%3.2%3.9%2.1%0.94%
Jun 202649.4%12.1%12.1%9.9%6.6%2.9%3.6%2.4%0.87%
Jul 202652.4%12.9%10.5%8.6%5.7%3.1%3.8%2.1%0.93%
Aug 202656%11.3%11.3%7.5%5%2.8%3.4%1.8%0.82%
Sep 202653.4%13.1%10.7%8.7%4.8%3.2%3.2%2.1%0.77%

  1. 1.Apple MacBook

    53.4%

    Held 1st. 90.5K estimated branded searches, -17.7% vs prior month. Share -2.6 points.

  2. 2.HP

    13.1%

    Held 2nd. 22.2K estimated branded searches, 0% vs prior month. Share +1.8 points.

  3. 3.Lenovo

    10.7%

    Held 3rd. 18.1K estimated branded searches, -18.5% vs prior month. Share -0.6 points.

  4. 4.Dell

    8.7%

    Held 4th. 14.8K estimated branded searches, 0% vs prior month. Share +1.2 points.

  5. 5.Microsoft Surface

    4.8%

    Held 5th. 8.1K estimated branded searches, -18.2% vs prior month. Share -0.3 points.

  6. 6.Acer

    3.2%

    Moved from 7th to 6th. 5.4K estimated branded searches, 0% vs prior month. Share +0.4 points.

  7. 7.ASUS

    3.2%

    Moved from 6th to 7th. 5.4K estimated branded searches, -18.2% vs prior month. Share -0.2 points.

  8. 8.MSI

    2.1%

    Held 8th. 3.6K estimated branded searches, 0% vs prior month. Share +0.3 points.

  9. 9.Razer

    0.77%

    Held 9th. 1.3K estimated branded searches, -18.8% vs prior month. Share 0 points.

Microsoft Surface and Razer sell other things too, so only their searches that name this product count here, like “surface laptop”.

Compare popularity between Microsoft Surface and its closest rivals

Every comparison with Microsoft Surface

14 comparisons

How has branded search demand for Microsoft Surface changed in Australia over the last 12 months?

3 findings
  • 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 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 laptop brands in September 2026?

6 changes

  1. In September 2026, HP gained share of searches among laptop brands in Australia, from 11.3% to 13.1%.

  2. In September 2026, Dell gained share of searches among laptop brands in Australia, from 7.5% to 8.7%.

  3. In September 2026, Apple MacBook lost share of searches among laptop brands in Australia, from 56% to 53.4%.

  4. In September 2026, Lenovo lost share of searches among laptop brands in Australia, from 11.3% to 10.7%.

  5. 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.

  6. In September 2026, Acer rose from 7th to 6th among laptop brands in Australia.

How are Microsoft Surface’s branded searches counted?

3 search terms

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

How the Brand Demand Index is measured

Who owns Microsoft Surface?

Microsoft Surface is owned by Microsoft. Brandwave also tracks LinkedIn, owned by the same company, in Australia.

Do you work for Microsoft Surface? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does Microsoft Surface compete?

Microsoft Surface is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Tablet brands3rd of 78.1%Show ranking
Laptop brands5th of 94.8%Shown above
Creator with pink hair and a pink jacket

Is Microsoft Surface your brand?

Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.

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