Brandwave

How popular isMicrosoft Surface?

In August 2026, people searched for Microsoft Surface by name about 7,620 times in New Zealand, about the same as 11 months earlier. These searches made up 6.7% of all New Zealand tablet brand searches, placing Microsoft Surface second out of six brands. When we asked both ChatGPT and Google AI Overviews about tablet brands, Microsoft Surface appeared in two of the five answers and was the fourth most recommended of the six.

Search and AI answers in September 2026

Microsoft Surface is the second most searched of 6 competitors and the fourth most recommended in AI answers.

  1. Apple iPadShare of searches 81.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. Microsoft SurfaceShare of searches 6.7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 4th
  3. Lenovo TabShare of searches 5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 1st
  4. Samsung Galaxy TabShare of searches 3.7%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  5. TCLShare of searches 2.8%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 two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Microsoft Surface is the fourth most recommended of the six.

Most recommended by AI

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

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

Mentioned by AI

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

  • Samsung Galaxy Tab5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Apple iPad4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Lenovo Tab3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Microsoft Surface2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • TCL0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Amazon Fire Tablet0 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 New Zealand on October 19, 2026.

Which tablet brands compete with Microsoft Surface?

Microsoft Surface against tablet brands in New Zealand, by month

Share of searches by month for Apple iPad, Microsoft Surface, Lenovo Tab, Samsung Galaxy Tab, TCL. The figures are in the table below the chart.

View monthly share of searches table
MonthApple iPadMicrosoft SurfaceLenovo TabSamsung Galaxy TabTCLAmazon Fire Tablet
Oct 202582.6%7.6%3.3%4%2.2%0.3%
Nov 202582.4%6.9%3.7%3.9%2.7%0.38%
Dec 202583.1%5.9%4.4%3.6%2.7%0.31%
Jan 202681.4%7.1%4.1%3.8%3.3%0.33%
Feb 202682.9%7.5%3.5%3.6%2.3%0.27%
Mar 202682.6%7.4%3.3%3.8%2.7%0.29%
Apr 202682.9%6.6%3.6%3.6%2.9%0.32%
May 202682.1%7.5%3.4%3.6%3%0.32%
Jun 202682.2%8.4%3.2%3.2%2.7%0.33%
Jul 202682.2%7.4%4%3.7%2.3%0.34%
Aug 202681.5%8%4.1%3.8%2.3%0.34%
Sep 202681.6%6.7%5%3.7%2.8%0.24%

  1. 1.Apple iPad

    81.6%

    Held 1st. 51.5K estimated branded searches, -1.3% vs prior month. Share +0.1 points.

  2. 2.Microsoft Surface

    6.7%

    Held 2nd. 4.2K estimated branded searches, -17.8% vs prior month. Share -1.3 points.

  3. 3.Lenovo Tab

    5%

    Held 3rd. 3.1K estimated branded searches, +20.4% vs prior month. Share +0.9 points.

  4. 4.Samsung Galaxy Tab

    3.7%

    Held 4th. 2.4K estimated branded searches, -4.1% vs prior month. Share -0.1 points.

  5. 5.TCL

    2.8%

    Held 5th. 1.8K estimated branded searches, +19.7% vs prior month. Share +0.5 points.

  6. 6.Amazon Fire Tablet

    0.24%

    Held 6th. 150 estimated branded searches, -31.8% vs prior month. Share -0.1 points.

Compare popularity between Microsoft Surface and its closest rivals

Every comparison with Microsoft Surface

13 comparisons

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

3 findings
  • Across the 11 months ending August 2026, estimated monthly branded searches for Microsoft Surface in New Zealand held steady, from 7.9K to 7.6K.
  • Across the 12 months ending September 2026, Microsoft Surface’s share of searches among tablet brands in New Zealand decreased from 7.6% to 6.7%.
  • Across the 12 months ending September 2026, Microsoft Surface’s share of searches among tablet brands in New Zealand peaked at 8.4% in June 2026 and was lowest at 5.9% in December 2025.

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

4 changes

  1. In September 2026, Lenovo Tab gained share of searches among tablet brands in New Zealand, from 4.1% to 5%.

  2. In September 2026, Microsoft Surface lost share of searches among tablet brands in New Zealand, from 8% to 6.7%.

  3. Estimated monthly branded searches for TCL in New Zealand rose 28.5% over 12 measured months, from 1.4K to 1.8K in September 2026.

  4. Estimated monthly branded searches for Amazon Fire Tablet in New Zealand fell 21.1% over 12 measured months, from 190 to 150 in September 2026.

How are Microsoft Surface’s branded searches counted?

10 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 laptop
  • microsoft surface tab
  • microsoftsurface
  • microsoftsurface laptop
  • pc surface pro
  • surface laptop
  • surface laptop notebook
  • surface laptop tablet
  • surface pro
  • surface pro laptop

How the Brand Demand Index is measured

Who owns Microsoft Surface?

Microsoft Surface is owned by Microsoft. Brandwave also tracks Microsoft Copilot, Azure Data Factory, Azure Pipelines, Azure Test Plans, Bing, GitHub Actions, GitHub Copilot, LinkedIn, LinkedIn Ads, LinkedIn Sales Navigator, Microsoft 365, Microsoft Advertising, Microsoft Authenticator, Microsoft Azure, Microsoft Bookings, Microsoft Clarity, Microsoft Defender for Business, Microsoft Defender for Endpoint, Microsoft Defender Vulnerability Management, Microsoft Dynamics 365, Microsoft Edge, Microsoft Entra, Microsoft Entra External ID, Microsoft Entra ID, Microsoft Entra Private Access, Microsoft Forms, Microsoft Places, Microsoft Planner, Microsoft Power Apps, Microsoft PowerPoint, Microsoft Teams, Microsoft To Do, Microsoft Translator, Microsoft Visio, Microsoft Whiteboard, Minecraft, OneDrive, OneNote, Outlook, Power Automate, Power BI, SharePoint, Xbox and Xbox Game Pass, owned by the same company, in New Zealand.

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
Laptop brands——Show ranking
Tablet brands2nd of 66.7%Shown above
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Is Microsoft Surface your brand?

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