--- title: "Microsoft Surface: search popularity in the United Kingdom" description: "Microsoft Surface is a laptop brand. 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/uk/brands/microsoft-surface" publisher: "Brandwave" --- # Microsoft Surface: search popularity in the United Kingdom Microsoft Surface is a laptop brand. 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 - **Brand**: Microsoft Surface - **Owned by**: Microsoft - **Market**: United Kingdom - **Measured month**: Sep 2026 - **Share of Search among tablet brands**: 5.2% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Tablet brands | 3 | 5.2% | 32.9K | | Laptop brands | 8 | 2% | 8.1K | - [Tablet brands](/demand/uk/categories/uk-tablet-brands) - [Laptop brands](/demand/uk/categories/uk-laptop-brands) ## 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 fifth most recommended of the nine. 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 | | --- | --- | --- | --- | --- | | Apple iPad | 1st | 2 of 3 | 1 of 2 | 3 of 5 | | Samsung Galaxy Tab | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | OnePlus | 3rd | 1 of 3 | 0 of 2 | 1 of 5 | | Xiaomi | 4th | 3 of 3 | 1 of 2 | 4 of 5 | | Microsoft Surface | 5th | 1 of 3 | 1 of 2 | 2 of 5 | | Lenovo Tab | 6th | 1 of 3 | 1 of 2 | 2 of 5 | | Amazon Fire Tablet | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | HONOR | Not ranked | 0 of 3 | 1 of 2 | 1 of 5 | | Google Pixel | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about tablet brands - Asked ChatGPT "Which tablet should I buy in the UK?": 1. Apple iPad, 2. Samsung Galaxy Tab, 3. Xiaomi - Asked ChatGPT "What are the best tablet brands?": 1. Apple iPad, 2. Samsung Galaxy Tab, 3. Lenovo Tab, 4. Microsoft Surface, 5. Xiaomi - Asked ChatGPT "What is the best Android tablet?": 1. OnePlus, 2. Samsung Galaxy Tab, 3. Xiaomi - Searched Google, AI Overview "tablet": 1. Apple iPad, 2. Samsung Galaxy Tab, 3. Microsoft Surface - Searched Google, AI Overview "android tablet": 1. HONOR, 2. Lenovo Tab, 3. Samsung Galaxy Tab, 4. Xiaomi Not named in any answer: Amazon Fire Tablet and Google Pixel. Brands are listed in the order each answer named them. The answers were collected in United Kingdom on October 26, 2026. ## How has branded search demand for Microsoft Surface changed in the United Kingdom over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for Microsoft Surface in the United Kingdom fell from 52.4K to 41K. - Across the 12 months ending September 2026, Microsoft Surface’s share of searches among tablet brands in the United Kingdom peaked at 6.2% in March 2026 and was lowest at 3.3% in December 2025. - Across the 12 months ending September 2026, Microsoft Surface’s share of searches among laptop brands in the United Kingdom decreased from 3.1% to 2%. - Across the 12 months ending September 2026, Microsoft Surface’s share of searches among laptop brands in the United Kingdom peaked at 3.3% in June 2026 and was lowest at 2% in September 2026. ## How did search popularity change for United Kingdom tablet brands in September 2026? - In September 2026, Apple iPad gained share of searches among tablet brands in the United Kingdom, from 70.2% to 70.8%. - Estimated monthly branded searches for HONOR in the United Kingdom rose 22.2% over 12 measured months, from 8.1K to 9.9K in September 2026. - Estimated monthly branded searches for OnePlus in the United Kingdom fell 45.8% over 12 measured months, from 2.4K to 1.3K in September 2026. - Estimated monthly branded searches for Xiaomi in the United Kingdom fell 19.4% over 12 measured months, from 3.6K to 2.9K in September 2026. - Estimated monthly branded searches for Google Pixel in the United Kingdom fell 18.5% over 12 measured months, from 5.4K to 4.4K in September 2026. - Estimated monthly branded searches for Amazon Fire Tablet in the United Kingdom fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026. ## How did search popularity change for United Kingdom laptop brands in September 2026? - In September 2026, HP gained share of searches among laptop brands in the United Kingdom, from 12.2% to 14.9%. - In September 2026, Dell lost share of searches among laptop brands in the United Kingdom, from 10% to 8.2%. - 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. - In September 2026, Huawei rose from 10th to 9th among laptop brands in the United Kingdom. - In September 2026, Lenovo rose from 4th to 3rd among laptop brands in the United Kingdom. - In September 2026, MSI fell from 9th to 10th among laptop brands in the United Kingdom. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Tablet brands | 40.3K | 5.3% | 3 | | Nov 2025 | Tablet brands | 44.4K | 4% | 3 | | Dec 2025 | Tablet brands | 29.6K | 3.3% | 4 | | Jan 2026 | Tablet brands | 32.9K | 5.2% | 3 | | Feb 2026 | Tablet brands | 29.6K | 5.7% | 3 | | Mar 2026 | Tablet brands | 32.9K | 6.2% | 3 | | Apr 2026 | Tablet brands | 26.9K | 6.2% | 3 | | May 2026 | Tablet brands | 26.9K | 6.1% | 3 | | Jun 2026 | Tablet brands | 26.9K | 6.2% | 3 | | Jul 2026 | Tablet brands | 22K | 5.2% | 3 | | Aug 2026 | Tablet brands | 29.6K | 5.6% | 3 | | Sep 2026 | Tablet brands | 32.9K | 5.2% | 3 | | Oct 2025 | Laptop brands | 12.1K | 3.1% | 8 | | Nov 2025 | Laptop brands | 12.1K | 2.8% | 8 | | Dec 2025 | Laptop brands | 8.1K | 2.5% | 8 | | Jan 2026 | Laptop brands | 8.1K | 2.6% | 8 | | Feb 2026 | Laptop brands | 8.1K | 2.7% | 8 | | Mar 2026 | Laptop brands | 9.9K | 2.3% | 8 | | Apr 2026 | Laptop brands | 6.6K | 2.4% | 8 | | May 2026 | Laptop brands | 6.6K | 2.7% | 8 | | Jun 2026 | Laptop brands | 8.1K | 3.3% | 7 | | Jul 2026 | Laptop brands | 6.6K | 2.8% | 8 | | Aug 2026 | Laptop brands | 8.1K | 2.4% | 8 | | Sep 2026 | Laptop brands | 8.1K | 2% | 8 | ## How are Microsoft Surface’s branded searches counted? 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” - “surface laptop” - “surface pro” ## Which tablet brands compete with Microsoft Surface? - [Apple iPad](/demand/uk/brands/ipad): Head-to-head: /demand/uk/compare/ipad-vs-microsoft-surface - [Samsung Galaxy Tab](/demand/uk/brands/samsung-galaxy-tab): Head-to-head: /demand/uk/compare/microsoft-surface-vs-samsung-galaxy-tab - [Lenovo Tab](/demand/uk/brands/lenovo-tab): Head-to-head: /demand/uk/compare/lenovo-tab-vs-microsoft-surface - [Amazon Fire Tablet](/demand/uk/brands/amazon-fire-tablet): Head-to-head: /demand/uk/compare/amazon-fire-tablet-vs-microsoft-surface - [HONOR](/demand/uk/brands/honor): Head-to-head: /demand/uk/compare/honor-vs-microsoft-surface - [Google Pixel](/demand/uk/brands/google-pixel) - [Xiaomi](/demand/uk/brands/xiaomi) - [OnePlus](/demand/uk/brands/oneplus) ## Who owns Microsoft Surface? Microsoft Surface is owned by Microsoft. Brandwave also tracks LinkedIn, owned by the same company, in the United Kingdom. - [Microsoft](/demand/uk/companies/microsoft): Owns 69 tracked brands. ## 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 ### Who owns Microsoft Surface? Microsoft Surface is owned by Microsoft. Brandwave also tracks LinkedIn, owned by the same company, in the United Kingdom. ## Cite this page Brandwave. "Microsoft Surface: search popularity in the United Kingdom". https://gobrandwave.com/demand/uk/brands/microsoft-surface This page is also available as HTML at https://gobrandwave.com/demand/uk/brands/microsoft-surface. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.