Microsoft Surface vs TCL:Which is more popular?
In September 2026, Microsoft Surface had more branded searches than TCL among tablet brands in New Zealand. Microsoft Surface had about 4,210 branded searches, while TCL had 1,760. Microsoft Surface made up 6.7% of all tablet brand searches we track, and TCL accounted for 2.8%. When we asked ChatGPT and Google AI Overviews about tablet brands, Microsoft Surface appeared in two of the five answers and TCL in none.
Who do people search for more?
Microsoft Surface, about 2 searches for every 1 for TCL
Who does AI mention more?
Microsoft Surface, mentioned in 2 of 5 answers, TCL in 0
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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. 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.
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
Asked ChatGPT
“Which tablet brand should I buy in New Zealand?”
Asked ChatGPT
“What are the best tablet brands in New Zealand?”
Asked ChatGPT
“What's the best tablet brand in New Zealand for everyday use?”
Searched Google, AI Overview
“best tablet”
Searched Google, AI Overview
“android tablet nz”
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.
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 six tablet brands we track, month by month, from searches in New Zealand.
Share of searches by month for Microsoft Surface, TCL. The figures are in the table below the chart.
View monthly share of searches table
| Month | Apple iPad | Microsoft Surface | Lenovo Tab | Samsung Galaxy Tab | TCL | Amazon Fire Tablet |
|---|---|---|---|---|---|---|
| Oct 2025 | 82.6% | 7.6% | 3.3% | 4% | 2.2% | 0.3% |
| Nov 2025 | 82.4% | 6.9% | 3.7% | 3.9% | 2.7% | 0.38% |
| Dec 2025 | 83.1% | 5.9% | 4.4% | 3.6% | 2.7% | 0.31% |
| Jan 2026 | 81.4% | 7.1% | 4.1% | 3.8% | 3.3% | 0.33% |
| Feb 2026 | 82.9% | 7.5% | 3.5% | 3.6% | 2.3% | 0.27% |
| Mar 2026 | 82.6% | 7.4% | 3.3% | 3.8% | 2.7% | 0.29% |
| Apr 2026 | 82.9% | 6.6% | 3.6% | 3.6% | 2.9% | 0.32% |
| May 2026 | 82.1% | 7.5% | 3.4% | 3.6% | 3% | 0.32% |
| Jun 2026 | 82.2% | 8.4% | 3.2% | 3.2% | 2.7% | 0.33% |
| Jul 2026 | 82.2% | 7.4% | 4% | 3.7% | 2.3% | 0.34% |
| Aug 2026 | 81.5% | 8% | 4.1% | 3.8% | 2.3% | 0.34% |
| Sep 2026 | 81.6% | 6.7% | 5% | 3.7% | 2.8% | 0.24% |
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 New Zealand moved from 7.6% to 6.7%, and its estimated monthly branded searches moved from 4.8K to 4.2K.
- Across the 12 months ending September 2026, TCL’s share of searches among tablet brands in New Zealand moved from 2.2% to 2.8%, and its estimated monthly branded searches moved from 1.4K to 1.8K.
How did search popularity change for New Zealand tablet brands in September 2026?
2 changes
In September 2026, Microsoft Surface lost share of searches among tablet brands in New Zealand, from 8% to 6.7%.
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.
How are branded searches counted?
9 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
5 branded search terms
- microsoft surface tab
- microsoftsurface
- pc surface pro
- surface laptop tablet
- surface pro
TCL
4 branded search terms
- tcl
- tcl chinese theatres
- tcl nxtpaper
- tcl q led
Other head-to-heads among tablet brands
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