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 8.1% of all Australia tablet brand searches, placing Microsoft Surface third out of seven brands. When we asked both ChatGPT and Google AI Overviews about tablet brands, Microsoft Surface appeared in one of the five answers and was the fourth most recommended of the seven.
Microsoft Surface is the third most searched of 7 competitors and the fourth most recommended in AI answers.
Apple iPadShare of searches 67.2%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
Samsung Galaxy TabShare of searches 16.2%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st
Microsoft SurfaceShare of searches 8.1%Mentioned in 1 of 5 AI answersPlace in AI recommendations 4th
Lenovo TabShare of searches 7.4%Mentioned in 2 of 5 AI answersPlace in AI recommendations 3rd
XiaomiShare of searches 0.43%Mentioned in 0 of 5 AI answersPlace in AI recommendations –
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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.
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.
- Apple iPad5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Samsung Galaxy Tab4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Lenovo Tab2 of 5Named in 1 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
Amazon Fire Tablet1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers- Xiaomi0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
TCL0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about tablet brands
5 answers
Asked ChatGPT
“What's the best tablet to buy in Australia?”
Asked ChatGPT
“Which tablet is best for study?”
Asked ChatGPT
“What's the best cheap tablet for kids?”
Searched Google, AI Overview
“tablet”
Searched Google, AI Overview
“best tablet”
Brands are shown in the order each answer named them. The survey took place in Australia on October 26, 2026.
Which tablet brands compete with Microsoft Surface?
Share of searches by month for Apple iPad, Samsung Galaxy Tab, Microsoft Surface, Lenovo Tab. The figures are in the table below the chart.
View monthly share of searches table
| Month | Apple iPad | Samsung Galaxy Tab | Microsoft Surface | Lenovo Tab | Xiaomi | TCL | Amazon Fire Tablet |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 70.9% | 14% | 8.7% | 5.2% | 0.46% | 0.46% | 0.31% |
| Nov 2025 | 71.7% | 14.2% | 7.8% | 5.3% | 0.31% | 0.38% | 0.31% |
| Dec 2025 | 71.8% | 14.2% | 6.4% | 6.5% | 0.29% | 0.47% | 0.29% |
| Jan 2026 | 70.2% | 13.9% | 8.6% | 6.3% | 0.35% | 0.35% | 0.31% |
| Feb 2026 | 69.7% | 13.7% | 10.4% | 5.1% | 0.37% | 0.25% | 0.37% |
| Mar 2026 | 72.4% | 11.7% | 9.7% | 5.3% | 0.36% | 0.26% | 0.32% |
| Apr 2026 | 70.9% | 14% | 8.7% | 5.2% | 0.43% | 0.38% | 0.38% |
| May 2026 | 67.1% | 15.7% | 10.1% | 6% | 0.41% | 0.36% | 0.36% |
| Jun 2026 | 69.7% | 13.8% | 10.3% | 5.1% | 0.35% | 0.45% | 0.35% |
| Jul 2026 | 70.8% | 14% | 7.8% | 6.4% | 0.35% | 0.35% | 0.35% |
| Aug 2026 | 67.4% | 15.8% | 8.3% | 7.4% | 0.44% | 0.3% | 0.3% |
| Sep 2026 | 67.2% | 16.2% | 8.1% | 7.4% | 0.43% | 0.33% | 0.29% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 67.2% | 201K | 0% | -0.3 points | |
| 2, held 2nd | 16.2% | 48.6K | +3.2% | +0.4 points | |
| 3, held 3rd | 8.1% | 24.2K | -2% | -0.2 points | |
| 4, held 4th | 7.4% | 22.2K | 0% | 0 points | |
| 5, held 5th | 0.43% | 1.3K | 0% | 0 points | |
| 6, moved from 7th to 6th | 0.33% | 1K | +13.6% | 0 pointsmoved from 7th to 6th | |
| 7, moved from 6th to 7th | 0.29% | 880 | 0% | 0 pointsmoved from 6th to 7th |
67.2%
Held 1st. 201K estimated branded searches, 0% vs prior month. Share -0.3 points.
16.2%
Held 2nd. 48.6K estimated branded searches, +3.2% vs prior month. Share +0.4 points.
8.1%
Held 3rd. 24.2K estimated branded searches, -2% vs prior month. Share -0.2 points.
7.4%
Held 4th. 22.2K estimated branded searches, 0% vs prior month. Share 0 points.
5.
Xiaomi0.43%
Held 5th. 1.3K estimated branded searches, 0% vs prior month. Share 0 points.
6.
TCL0.33%
Moved from 7th to 6th. 1K estimated branded searches, +13.6% vs prior month. Share 0 points.
0.29%
Moved from 6th to 7th. 880 estimated branded searches, 0% vs prior month. Share 0 points.
Compare popularity between Microsoft Surface and its closest rivals
Every comparison with Microsoft Surface
14 comparisons
- Apple iPad vs Microsoft Surface
- Microsoft Surface vs Samsung Galaxy Tab
- Lenovo Tab vs Microsoft Surface
- Apple MacBook vs Microsoft Surface
- Dell vs Microsoft Surface
- HP vs Microsoft Surface
- Lenovo vs Microsoft Surface
- Acer vs Microsoft Surface
- ASUS vs Microsoft Surface
- Microsoft Surface vs MSI
- Microsoft Surface vs Razer
- Microsoft Surface vs Xiaomi
- Microsoft Surface vs TCL
- Amazon Fire Tablet vs Microsoft Surface
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 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.
How did search popularity change for Australia tablet brands in September 2026?
4 changes
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 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
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?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Tablet brands | 3rd of 7 | 8.1% | Shown above |
| Laptop brands | 5th of 9 | 4.8% | Show ranking |
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.