---
title: "Tablet brands in Australia: Which are searched most?"
description: "Compare the tablet brands Australians buy. Share of Search among Apple iPad, Samsung Galaxy Tab, Microsoft Surface, Lenovo Tab, Xiaomi, TCL and Amazon Fire Tablet, the tablet brands Brandwave compares in Australia, using the same methodology, market, and reporting period. 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/categories/au-tablet-brands"
publisher: "Brandwave"
---

# Tablet brands in Australia: Which are searched most?

Compare the tablet brands Australians buy. Share of Search among Apple iPad, Samsung Galaxy Tab, Microsoft Surface, Lenovo Tab, Xiaomi, TCL and Amazon Fire Tablet, the tablet brands Brandwave compares in Australia, using the same methodology, market, and reporting period. 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

- **Competitive set**: Tablet brands
- **Market**: Australia
- **Brands compared**: 7
- **Month measured**: Sep 2026
- **Highest Share of Search**: Apple iPad, 67.2%

## Which brand is most popular in search among tablet brands in Australia?

- In September 2026, Apple iPad was the most searched among tablet brands in Australia, with an estimated 201K branded searches, 67.2% of all searches for the seven we track.
- Samsung Galaxy Tab is in 2nd place, 50.9 percentage points behind at 16.2%.
- Across the 12 months ending September 2026, Apple iPad’s share of searches among tablet brands in Australia decreased from 70.9% to 67.2%.
- Across the 12 months ending September 2026, Samsung Galaxy Tab’s share of searches among tablet brands in Australia increased from 14% to 16.2%.
- 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, Lenovo Tab’s share of searches among tablet brands in Australia increased from 5.2% to 7.4%.
- Across the 12 months ending September 2026, Apple iPad’s share of searches among tablet brands in Australia peaked at 72.4% in March 2026 and was lowest at 67.1% in May 2026.
- Across the 12 months ending September 2026, Samsung Galaxy Tab’s share of searches among tablet brands in Australia peaked at 16.2% in September 2026 and was lowest at 11.7% in March 2026.
- 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, Lenovo Tab’s share of searches among tablet brands in Australia peaked at 7.4% in August 2026 and was lowest at 5.1% in February 2026.
- Across the 12 months ending September 2026, Xiaomi rose from 6th to 5th among tablet brands in Australia.
- Across the 12 months ending September 2026, TCL fell from 5th to 6th among tablet brands in Australia.
- Across the 12 months ending September 2026, Amazon Fire Tablet held steady: its share of searches among tablet brands in Australia moved less than 0.5 percentage points.

## Top tablet brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Apple iPad appeared every time. Samsung Galaxy Tab was recommended most often, coming first in three out of five answers. Apple iPad was second, and Lenovo Tab was third. Xiaomi, which ranked fifth in searches, was not mentioned at all.

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.

## Compare search popularity between leading brands

- [Apple iPad vs Samsung Galaxy Tab: compare search popularity](/demand/au/compare/ipad-vs-samsung-galaxy-tab): 67.2% against 16.2% Share of Search.
- [Apple iPad vs Microsoft Surface: compare search popularity](/demand/au/compare/ipad-vs-microsoft-surface): 67.2% against 8.1% Share of Search.
- [Apple iPad vs Lenovo Tab: compare search popularity](/demand/au/compare/ipad-vs-lenovo-tab): 67.2% against 7.4% Share of Search.
- [Samsung Galaxy Tab vs Microsoft Surface: compare search popularity](/demand/au/compare/microsoft-surface-vs-samsung-galaxy-tab): 16.2% against 8.1% Share of Search.
- [Samsung Galaxy Tab vs Lenovo Tab: compare search popularity](/demand/au/compare/lenovo-tab-vs-samsung-galaxy-tab): 16.2% against 7.4% Share of Search.
- [Microsoft Surface vs Lenovo Tab: compare search popularity](/demand/au/compare/lenovo-tab-vs-microsoft-surface): 8.1% against 7.4% Share of Search.

## 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.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Apple iPad | 67.2% | 201K | 0.0% | Apple |
| 2 | Samsung Galaxy Tab | 16.2% | 48.6K | +3.2% | Samsung |
| 3 | Microsoft Surface | 8.1% | 24.2K | -2.0% | Microsoft |
| 4 | Lenovo Tab | 7.4% | 22.2K | 0.0% | Lenovo |
| 5 | Xiaomi | 0.43% | 1.3K | 0.0% | Xiaomi |
| 6 | TCL | 0.33% | 1K | +13.6% | TCL |
| 7 | Amazon Fire Tablet | 0.29% | 880 | 0.0% | Amazon |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Apple iPad | 201K | 70.9% | 1 |
| Oct 2025 | Samsung Galaxy Tab | 39.7K | 14% | 2 |
| Oct 2025 | Microsoft Surface | 24.7K | 8.7% | 3 |
| Oct 2025 | Lenovo Tab | 14.8K | 5.2% | 4 |
| Oct 2025 | TCL | 1.3K | 0.46% | 5 |
| Oct 2025 | Xiaomi | 1.3K | 0.46% | 6 |
| Oct 2025 | Amazon Fire Tablet | 880 | 0.31% | 7 |
| Nov 2025 | Apple iPad | 301K | 71.7% | 1 |
| Nov 2025 | Samsung Galaxy Tab | 59.4K | 14.2% | 2 |
| Nov 2025 | Microsoft Surface | 32.9K | 7.8% | 3 |
| Nov 2025 | Lenovo Tab | 22.2K | 5.3% | 4 |
| Nov 2025 | TCL | 1.6K | 0.38% | 5 |
| Nov 2025 | Amazon Fire Tablet | 1.3K | 0.31% | 6 |
| Nov 2025 | Xiaomi | 1.3K | 0.31% | 7 |
| Dec 2025 | Apple iPad | 246K | 71.8% | 1 |
| Dec 2025 | Samsung Galaxy Tab | 48.6K | 14.2% | 2 |
| Dec 2025 | Lenovo Tab | 22.2K | 6.5% | 3 |
| Dec 2025 | Microsoft Surface | 22K | 6.4% | 4 |
| Dec 2025 | TCL | 1.6K | 0.47% | 5 |
| Dec 2025 | Amazon Fire Tablet | 1K | 0.29% | 6 |
| Dec 2025 | Xiaomi | 1K | 0.29% | 7 |
| Jan 2026 | Apple iPad | 201K | 70.2% | 1 |
| Jan 2026 | Samsung Galaxy Tab | 39.7K | 13.9% | 2 |
| Jan 2026 | Microsoft Surface | 24.7K | 8.6% | 3 |
| Jan 2026 | Lenovo Tab | 18.1K | 6.3% | 4 |
| Jan 2026 | TCL | 1K | 0.35% | 5 |
| Jan 2026 | Xiaomi | 1K | 0.35% | 6 |
| Jan 2026 | Amazon Fire Tablet | 880 | 0.31% | 7 |
| Feb 2026 | Apple iPad | 165K | 69.7% | 1 |
| Feb 2026 | Samsung Galaxy Tab | 32.5K | 13.7% | 2 |
| Feb 2026 | Microsoft Surface | 24.7K | 10.4% | 3 |
| Feb 2026 | Lenovo Tab | 12.1K | 5.1% | 4 |
| Feb 2026 | Amazon Fire Tablet | 880 | 0.37% | 5 |
| Feb 2026 | Xiaomi | 880 | 0.37% | 6 |
| Feb 2026 | TCL | 590 | 0.25% | 7 |
| Mar 2026 | Apple iPad | 201K | 72.4% | 1 |
| Mar 2026 | Samsung Galaxy Tab | 32.5K | 11.7% | 2 |
| Mar 2026 | Microsoft Surface | 26.9K | 9.7% | 3 |
| Mar 2026 | Lenovo Tab | 14.8K | 5.3% | 4 |
| Mar 2026 | Xiaomi | 1K | 0.36% | 5 |
| Mar 2026 | Amazon Fire Tablet | 880 | 0.32% | 6 |
| Mar 2026 | TCL | 720 | 0.26% | 7 |
| Apr 2026 | Apple iPad | 165K | 70.9% | 1 |
| Apr 2026 | Samsung Galaxy Tab | 32.5K | 14% | 2 |
| Apr 2026 | Microsoft Surface | 20.2K | 8.7% | 3 |
| Apr 2026 | Lenovo Tab | 12.1K | 5.2% | 4 |
| Apr 2026 | Xiaomi | 1K | 0.43% | 5 |
| Apr 2026 | Amazon Fire Tablet | 880 | 0.38% | 6 |
| Apr 2026 | TCL | 880 | 0.38% | 7 |
| May 2026 | Apple iPad | 165K | 67.1% | 1 |
| May 2026 | Samsung Galaxy Tab | 38.5K | 15.7% | 2 |
| May 2026 | Microsoft Surface | 24.7K | 10.1% | 3 |
| May 2026 | Lenovo Tab | 14.8K | 6% | 4 |
| May 2026 | Xiaomi | 1K | 0.41% | 5 |
| May 2026 | Amazon Fire Tablet | 880 | 0.36% | 6 |
| May 2026 | TCL | 880 | 0.36% | 7 |
| Jun 2026 | Apple iPad | 201K | 69.7% | 1 |
| Jun 2026 | Samsung Galaxy Tab | 39.7K | 13.8% | 2 |
| Jun 2026 | Microsoft Surface | 29.6K | 10.3% | 3 |
| Jun 2026 | Lenovo Tab | 14.8K | 5.1% | 4 |
| Jun 2026 | TCL | 1.3K | 0.45% | 5 |
| Jun 2026 | Amazon Fire Tablet | 1K | 0.35% | 6 |
| Jun 2026 | Xiaomi | 1K | 0.35% | 7 |
| Jul 2026 | Apple iPad | 201K | 70.8% | 1 |
| Jul 2026 | Samsung Galaxy Tab | 39.7K | 14% | 2 |
| Jul 2026 | Microsoft Surface | 22K | 7.8% | 3 |
| Jul 2026 | Lenovo Tab | 18.1K | 6.4% | 4 |
| Jul 2026 | Amazon Fire Tablet | 1K | 0.35% | 5 |
| Jul 2026 | TCL | 1K | 0.35% | 6 |
| Jul 2026 | Xiaomi | 1K | 0.35% | 7 |
| Aug 2026 | Apple iPad | 201K | 67.4% | 1 |
| Aug 2026 | Samsung Galaxy Tab | 47.1K | 15.8% | 2 |
| Aug 2026 | Microsoft Surface | 24.7K | 8.3% | 3 |
| Aug 2026 | Lenovo Tab | 22.2K | 7.4% | 4 |
| Aug 2026 | Xiaomi | 1.3K | 0.44% | 5 |
| Aug 2026 | Amazon Fire Tablet | 880 | 0.3% | 6 |
| Aug 2026 | TCL | 880 | 0.3% | 7 |
| Sep 2026 | Apple iPad | 201K | 67.2% | 1 |
| Sep 2026 | Samsung Galaxy Tab | 48.6K | 16.2% | 2 |
| Sep 2026 | Microsoft Surface | 24.2K | 8.1% | 3 |
| Sep 2026 | Lenovo Tab | 22.2K | 7.4% | 4 |
| Sep 2026 | Xiaomi | 1.3K | 0.43% | 5 |
| Sep 2026 | TCL | 1K | 0.33% | 6 |
| Sep 2026 | Amazon Fire Tablet | 880 | 0.29% | 7 |

## What is being compared

- **Amazon Fire Tablet**: Measured on the search term “amazon fire tablet”.
- **Apple iPad**: Measured on the search term “ipad”.
- **Lenovo Tab**: Measured on the search term “lenovo tablet”.
- **Microsoft Surface**: Measured on the search terms “microsoft surface” and “surface pro”, summed into one figure.
- **Samsung Galaxy Tab**: Measured on the search terms “samsung galaxy tab” and “samsung tablet”, summed into one figure.
- **TCL**: Measured on the search term “tcl tablet”.
- **Xiaomi**: Measured on the search term “xiaomi tablet”.

- [Amazon Fire Tablet](/demand/au/brands/amazon-fire-tablet)
- [Apple iPad](/demand/au/brands/ipad)
- [Lenovo Tab](/demand/au/brands/lenovo-tab)
- [Microsoft Surface](/demand/au/brands/microsoft-surface)
- [Samsung Galaxy Tab](/demand/au/brands/samsung-galaxy-tab)
- [TCL](/demand/au/brands/tcl)
- [Xiaomi](/demand/au/brands/xiaomi)

## 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

### Which brand is most popular in search among tablet brands in Australia?

In September 2026, Apple iPad was the most searched among tablet brands in Australia, with an estimated 201K branded searches, 67.2% of all searches for the seven we track.

## Cite this page

Brandwave. "Tablet brands in Australia: Which are searched most?". https://gobrandwave.com/demand/au/categories/au-tablet-brands

This page is also available as HTML at https://gobrandwave.com/demand/au/categories/au-tablet-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.