Brandwave

Microsoft Surface vs TCL:Which is more popular?

In September 2026, Microsoft Surface had more branded searches than TCL among tablet brands in Australia. Microsoft Surface had about 24,200 branded searches, while TCL had 1,000. Microsoft Surface made up 8.1% of all tablet brand searches we track, and TCL accounted for 0.33%. When we asked ChatGPT and Google AI Overviews about tablet brands, Microsoft Surface appeared in one of the five answers and TCL in none.

Among tablet brands in Australia in September 2026

Who do people search for more?

Microsoft Surface, about 24 searches for every 1 for TCL

Microsoft Surface 24.2K searchesTCL 1K searches

Who does AI mention more?

Microsoft Surface, mentioned in 1 of 5 answers, TCL in 0

Microsoft Surface in 1 of 5TCL in 0 of 5

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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. TCL 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.

  1. Samsung Galaxy Tab1st
  2. Apple iPad2nd
  3. Lenovo Tab3rd
  4. Microsoft Surface4th
  5. Amazon Fire Tablet5th
  6. Xiaomi–
  7. TCL–

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

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.

Is Microsoft Surface or TCL more popular in search?

This chart shows how often people search Google for Microsoft Surface and TCL by name. Each line represents a brand's share of searches for all seven tablet brands we track, month by month, from searches in Australia.

Microsoft Surface and TCL among tablet brands in Australia, by month

Share of searches by month for Microsoft Surface, TCL. The figures are in the table below the chart.

View monthly share of searches table
MonthApple iPadSamsung Galaxy TabMicrosoft SurfaceLenovo TabXiaomiTCLAmazon Fire Tablet
Oct 202570.9%14%8.7%5.2%0.46%0.46%0.31%
Nov 202571.7%14.2%7.8%5.3%0.31%0.38%0.31%
Dec 202571.8%14.2%6.4%6.5%0.29%0.47%0.29%
Jan 202670.2%13.9%8.6%6.3%0.35%0.35%0.31%
Feb 202669.7%13.7%10.4%5.1%0.37%0.25%0.37%
Mar 202672.4%11.7%9.7%5.3%0.36%0.26%0.32%
Apr 202670.9%14%8.7%5.2%0.43%0.38%0.38%
May 202667.1%15.7%10.1%6%0.41%0.36%0.36%
Jun 202669.7%13.8%10.3%5.1%0.35%0.45%0.35%
Jul 202670.8%14%7.8%6.4%0.35%0.35%0.35%
Aug 202667.4%15.8%8.3%7.4%0.44%0.3%0.3%
Sep 202667.2%16.2%8.1%7.4%0.43%0.33%0.29%

How has the Microsoft Surface and TCL comparison changed over the last 12 months?

3 findings
  • Microsoft Surface was ahead of TCL in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, Microsoft Surface’s share of searches among tablet brands in Australia moved from 8.7% to 8.1%, and its estimated monthly branded searches moved from 24.7K to 24.2K.
  • Across the 12 months ending September 2026, TCL’s share of searches among tablet brands in Australia moved from 0.46% to 0.33%, and its estimated monthly branded searches moved from 1.3K to 1K.

How did search popularity change for Australia tablet brands in September 2026?

1 change

  1. In September 2026, TCL rose from 7th to 6th among tablet brands in Australia.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Microsoft Surface’s and TCL’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.

Microsoft Surface

2 branded search terms

  • microsoft surface
  • surface pro

TCL

1 branded search term

  • tcl tablet

How the Brand Demand Index is measured

Other head-to-heads among tablet brands

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