Brandwave

How popular isDell?

In September 2026, people searched for Dell by name about 33,100 times in the United Kingdom, a 33.1% decrease from the previous year. These searches made up 8.2% of all United Kingdom laptop brand searches, placing Dell fourth out of 11 brands. When we asked both ChatGPT and Google AI Overviews about laptop brands, Dell appeared in two of the five answers and was the sixth most recommended of the 11.

Search and AI answers in September 2026

Dell is the fourth most searched of 11 competitors and the sixth most recommended in AI answers.

  1. Apple MacBookShare of searches 49.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  2. HPShare of searches 14.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  3. LenovoShare of searches 10%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  4. DellShare of searches 8.2%Mentioned in 2 of 5 AI answersPlace in AI recommendations 6th
  5. ASUSShare of searches 4.5%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th

+6 more

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Top laptop brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Dell was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Dell is the sixth most recommended of the 11.

Most recommended by AI

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

  1. Apple MacBook1st
  2. Lenovo2nd
  3. HP3rd
  4. Acer4th
  5. ASUS5th
  6. Dell6th
  7. Samsung–
  8. Microsoft Surface–
  9. Huawei–
  10. MSI–
  11. +1 more

Mentioned by AI

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

  • Apple MacBook5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • HP4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Lenovo4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Acer4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Dell2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • ASUS2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Samsung0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Microsoft Surface0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Huawei0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • MSI0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about laptop brands

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 26, 2026.

Which laptop brands compete with Dell?

Dell against laptop brands in the United Kingdom, by month

Share of searches by month for Apple MacBook, HP, Lenovo, Dell, ASUS, Samsung, Acer. The figures are in the table below the chart.

View monthly share of searches table
MonthApple MacBookHPLenovoDellASUSSamsungAcerMicrosoft SurfaceHuaweiMSIRazer
Oct 202541.6%15.3%10.2%12.5%4.6%4.6%3.7%3.1%1.4%2%1.1%
Nov 202538.9%17.4%9.5%14.2%5.2%4.3%3.5%2.8%1.3%1.6%1.3%
Dec 202541.4%18.6%10.2%10.2%5.6%4.5%3%2.5%1.1%1.7%1.3%
Jan 202642.5%15.6%10.4%12.8%4.7%4.7%3.1%2.6%0.91%1.7%1.1%
Feb 202644.4%16.3%8.9%10.9%4.9%4.9%3.3%2.7%0.95%1.8%1.2%
Mar 202657.8%11.6%7.8%7.8%3.5%3.5%2.3%2.3%1%1.3%1%
Apr 202648.8%14.7%8%9.8%4.4%4.4%2.9%2.4%2%1.6%1%
May 202645.5%13.7%9.2%11.2%5%5%2.7%2.7%1.8%1.8%1.2%
Jun 202644.6%13.4%11%11%4.9%4.9%2.7%3.3%1.2%1.8%1.2%
Jul 202646.3%13.9%9.3%11.4%5.1%4.2%2.8%2.8%1.5%1.5%1.2%
Aug 202649.9%12.2%10%10%4.5%4.5%3%2.4%1.1%1.3%1.1%
Sep 202649.5%14.9%10%8.2%4.5%4.5%3%2%1.3%1.3%0.89%

  1. 1.Apple MacBook

    49.5%

    Held 1st. 201K estimated branded searches, +21.8% vs prior month. Share -0.3 points.

  2. 2.HP

    14.9%

    Held 2nd. 60.5K estimated branded searches, +49.4% vs prior month. Share +2.7 points.

  3. 3.Lenovo

    10%

    Moved from 4th to 3rd. 40.5K estimated branded searches, +22.4% vs prior month. Share 0 points.

  4. 4.Dell

    8.2%

    Moved from 3rd to 4th. 33.1K estimated branded searches, 0% vs prior month. Share -1.8 points.

  5. 5.ASUS

    4.5%

    Held 5th. 18.1K estimated branded searches, +22.3% vs prior month. Share 0 points.

  6. 6.Samsung

    4.5%

    Held 6th. 18.1K estimated branded searches, +22.3% vs prior month. Share 0 points.

  7. 7.Acer

    3%

    Held 7th. 12.1K estimated branded searches, +22.2% vs prior month. Share 0 points.

  8. 8.Microsoft Surface

    2%

    Held 8th. 8.1K estimated branded searches, 0% vs prior month. Share -0.5 points.

  9. 9.Huawei

    1.3%

    Moved from 10th to 9th. 5.4K estimated branded searches, +50% vs prior month. Share +0.2 points.

  10. 10.MSI

    1.3%

    Moved from 9th to 10th. 5.4K estimated branded searches, +22.7% vs prior month. Share 0 points.

  11. 11.Razer

    0.89%

    Held 11th. 3.6K estimated branded searches, 0% vs prior month. Share -0.2 points.

Microsoft Surface sells other things too, so only its searches that name this product count here, like “surface laptop”.

Compare popularity between Dell and its closest rivals

Every comparison with Dell

10 comparisons

How has branded search demand for Dell changed in the United Kingdom over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Dell in the United Kingdom fell from 49.5K to 33.1K.
  • Across the 12 months ending September 2026, Dell’s share of searches among laptop brands in the United Kingdom decreased from 12.5% to 8.2%.
  • Across the 12 months ending September 2026, Dell’s share of searches among laptop brands in the United Kingdom peaked at 14.2% in November 2025 and was lowest at 7.8% in March 2026.
  • Across the 12 months ending September 2026, Dell fell from 3rd to 4th among laptop brands in the United Kingdom.

How did search popularity change for United Kingdom laptop brands in September 2026?

6 changes

  1. In September 2026, HP gained share of searches among laptop brands in the United Kingdom, from 12.2% to 14.9%.

  2. In September 2026, Dell lost share of searches among laptop brands in the United Kingdom, from 10% to 8.2%.

  3. Microsoft Surface’s share of searches among laptop brands in the United Kingdom has lost ground for 3 months in a row, from 3.3% to 2% in September 2026.

  4. In September 2026, Huawei rose from 10th to 9th among laptop brands in the United Kingdom.

  5. In September 2026, Lenovo rose from 4th to 3rd among laptop brands in the United Kingdom.

  6. In September 2026, MSI fell from 9th to 10th among laptop brands in the United Kingdom.

How are Dell’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Dell’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • dell laptop

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How the Brand Demand Index is measured

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