---
title: "Tablet brands in the United Kingdom: Which are searched most?"
description: "Compare the tablet brands people in the UK buy. Share of Search among Apple iPad, Samsung Galaxy Tab, Microsoft Surface, Lenovo Tab, Amazon Fire Tablet, HONOR, Google Pixel, Xiaomi and OnePlus, the tablet brands Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. 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/categories/uk-tablet-brands"
publisher: "Brandwave"
---

# Tablet brands in the United Kingdom: Which are searched most?

Compare the tablet brands people in the UK buy. Share of Search among Apple iPad, Samsung Galaxy Tab, Microsoft Surface, Lenovo Tab, Amazon Fire Tablet, HONOR, Google Pixel, Xiaomi and OnePlus, the tablet brands Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. 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

- **Competitive set**: Tablet brands
- **Market**: United Kingdom
- **Brands compared**: 9
- **Month measured**: Sep 2026
- **Highest Share of Search**: Apple iPad, 70.8%

## Which brand is most popular in search among tablet brands in the United Kingdom?

- In September 2026, Apple iPad was the most searched among tablet brands in the United Kingdom, with an estimated 450K branded searches, 70.8% of all searches for the nine we track.
- Samsung Galaxy Tab is in 2nd place, 56.8 percentage points behind at 14%.
- Across the 12 months ending September 2026, Apple iPad’s share of searches among tablet brands in the United Kingdom decreased from 72% to 70.8%.
- Across the 12 months ending September 2026, Lenovo Tab’s share of searches among tablet brands in the United Kingdom increased from 3.5% to 4.3%.
- Across the 12 months ending September 2026, Apple iPad’s share of searches among tablet brands in the United Kingdom peaked at 74.9% in December 2025 and was lowest at 68.5% in May 2026.
- Across the 12 months ending September 2026, Samsung Galaxy Tab’s share of searches among tablet brands in the United Kingdom peaked at 14.1% in April 2026 and was lowest at 12.4% in November 2025.
- 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, Lenovo Tab’s share of searches among tablet brands in the United Kingdom peaked at 5.1% in June 2026 and was lowest at 3.5% in October 2025.
- Across the 12 months ending September 2026, Amazon Fire Tablet’s share of searches among tablet brands in the United Kingdom peaked at 3.4% in May 2026 and was lowest at 2.3% in February 2026.
- Across the 12 months ending September 2026, Samsung Galaxy Tab, Microsoft Surface, Amazon Fire Tablet, HONOR, Google Pixel, Xiaomi and OnePlus held steady: their share of searches among tablet brands in the United Kingdom each moved less than 0.5 percentage points.

## Top tablet brands in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions and two Google AI Overviews, Samsung Galaxy Tab appeared every time. Apple iPad was recommended most often, coming first in three out of four answers that gave a list. Samsung Galaxy Tab was second, and OnePlus was third. Amazon Fire Tablet, which ranked fifth in searches, was not mentioned at all.

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.

## Compare search popularity between leading brands

- [Apple iPad vs Samsung Galaxy Tab: compare search popularity](/demand/uk/compare/ipad-vs-samsung-galaxy-tab): 70.8% against 14% Share of Search.
- [Apple iPad vs Microsoft Surface: compare search popularity](/demand/uk/compare/ipad-vs-microsoft-surface): 70.8% against 5.2% Share of Search.
- [Apple iPad vs Lenovo Tab: compare search popularity](/demand/uk/compare/ipad-vs-lenovo-tab): 70.8% against 4.3% Share of Search.
- [Apple iPad vs Amazon Fire Tablet: compare search popularity](/demand/uk/compare/amazon-fire-tablet-vs-ipad): 70.8% against 2.8% Share of Search.
- [Samsung Galaxy Tab vs Microsoft Surface: compare search popularity](/demand/uk/compare/microsoft-surface-vs-samsung-galaxy-tab): 14% against 5.2% Share of Search.
- [Samsung Galaxy Tab vs Lenovo Tab: compare search popularity](/demand/uk/compare/lenovo-tab-vs-samsung-galaxy-tab): 14% against 4.3% Share of Search.
- [Samsung Galaxy Tab vs Amazon Fire Tablet: compare search popularity](/demand/uk/compare/amazon-fire-tablet-vs-samsung-galaxy-tab): 14% against 2.8% Share of Search.
- [Microsoft Surface vs Lenovo Tab: compare search popularity](/demand/uk/compare/lenovo-tab-vs-microsoft-surface): 5.2% against 4.3% Share of Search.
- [Microsoft Surface vs Amazon Fire Tablet: compare search popularity](/demand/uk/compare/amazon-fire-tablet-vs-microsoft-surface): 5.2% against 2.8% Share of Search.
- [Lenovo Tab vs Amazon Fire Tablet: compare search popularity](/demand/uk/compare/amazon-fire-tablet-vs-lenovo-tab): 4.3% against 2.8% Share of Search.

## 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.
- Estimated monthly branded searches for Microsoft Surface in the United Kingdom fell 18.4% over 12 measured months, from 40.3K to 32.9K in September 2026.
- Estimated monthly branded searches for Samsung Galaxy Tab in the United Kingdom fell 15.7% over 12 measured months, from 105K to 88.8K in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Apple iPad | 70.8% | 450K | +22.3% | Apple |
| 2 | Samsung Galaxy Tab | 14% | 88.8K | +22.3% | Samsung |
| 3 | Microsoft Surface | 5.2% | 32.9K | +11.1% | Microsoft |
| 4 | Lenovo Tab | 4.3% | 27.1K | +22.1% | Lenovo |
| 5 | Amazon Fire Tablet | 2.8% | 18.1K | +22.3% | Amazon |
| 6 | HONOR | 1.6% | 9.9K | +22.2% | HONOR |
| 7 | Google Pixel | 0.69% | 4.4K | -18.5% | Google |
| 8 | Xiaomi | 0.46% | 2.9K | +20.8% | Xiaomi |
| 9 | OnePlus | 0.2% | 1.3K | 0.0% | OnePlus |

Google Pixel and OnePlus sell other things too, so only their searches that name this product count here, like “google pixel tablet”.

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Apple iPad | 550K | 72% | 1 |
| Oct 2025 | Samsung Galaxy Tab | 105K | 13.8% | 2 |
| Oct 2025 | Microsoft Surface | 40.3K | 5.3% | 3 |
| Oct 2025 | Lenovo Tab | 27.1K | 3.5% | 4 |
| Oct 2025 | Amazon Fire Tablet | 22.2K | 2.9% | 5 |
| Oct 2025 | HONOR | 8.1K | 1.1% | 6 |
| Oct 2025 | Google Pixel | 5.4K | 0.71% | 7 |
| Oct 2025 | Xiaomi | 3.6K | 0.47% | 8 |
| Oct 2025 | OnePlus | 2.4K | 0.31% | 9 |
| Nov 2025 | Apple iPad | 823K | 74.6% | 1 |
| Nov 2025 | Samsung Galaxy Tab | 137K | 12.4% | 2 |
| Nov 2025 | Microsoft Surface | 44.4K | 4% | 3 |
| Nov 2025 | Lenovo Tab | 40.5K | 3.7% | 4 |
| Nov 2025 | Amazon Fire Tablet | 33.1K | 3% | 5 |
| Nov 2025 | HONOR | 12.1K | 1.1% | 6 |
| Nov 2025 | Google Pixel | 6.6K | 0.6% | 7 |
| Nov 2025 | Xiaomi | 3.6K | 0.33% | 8 |
| Nov 2025 | OnePlus | 2.9K | 0.26% | 9 |
| Dec 2025 | Apple iPad | 673K | 74.9% | 1 |
| Dec 2025 | Samsung Galaxy Tab | 113K | 12.5% | 2 |
| Dec 2025 | Lenovo Tab | 33.1K | 3.7% | 3 |
| Dec 2025 | Microsoft Surface | 29.6K | 3.3% | 4 |
| Dec 2025 | Amazon Fire Tablet | 27.1K | 3% | 5 |
| Dec 2025 | HONOR | 12.1K | 1.3% | 6 |
| Dec 2025 | Google Pixel | 5.4K | 0.6% | 7 |
| Dec 2025 | Xiaomi | 2.9K | 0.32% | 8 |
| Dec 2025 | OnePlus | 2.4K | 0.27% | 9 |
| Jan 2026 | Apple iPad | 450K | 71.2% | 1 |
| Jan 2026 | Samsung Galaxy Tab | 88.8K | 14% | 2 |
| Jan 2026 | Microsoft Surface | 32.9K | 5.2% | 3 |
| Jan 2026 | Lenovo Tab | 27.1K | 4.3% | 4 |
| Jan 2026 | Amazon Fire Tablet | 14.8K | 2.3% | 5 |
| Jan 2026 | HONOR | 9.9K | 1.6% | 6 |
| Jan 2026 | Google Pixel | 4.4K | 0.7% | 7 |
| Jan 2026 | Xiaomi | 2.4K | 0.38% | 8 |
| Jan 2026 | OnePlus | 1.9K | 0.3% | 9 |
| Feb 2026 | Apple iPad | 368K | 70.7% | 1 |
| Feb 2026 | Samsung Galaxy Tab | 72.6K | 14% | 2 |
| Feb 2026 | Microsoft Surface | 29.6K | 5.7% | 3 |
| Feb 2026 | Lenovo Tab | 22.2K | 4.3% | 4 |
| Feb 2026 | Amazon Fire Tablet | 12.1K | 2.3% | 5 |
| Feb 2026 | HONOR | 8.1K | 1.6% | 6 |
| Feb 2026 | Google Pixel | 3.6K | 0.69% | 7 |
| Feb 2026 | Xiaomi | 2.4K | 0.46% | 8 |
| Feb 2026 | OnePlus | 1.6K | 0.31% | 9 |
| Mar 2026 | Apple iPad | 368K | 69.8% | 1 |
| Mar 2026 | Samsung Galaxy Tab | 72.6K | 13.8% | 2 |
| Mar 2026 | Microsoft Surface | 32.9K | 6.2% | 3 |
| Mar 2026 | Lenovo Tab | 22.2K | 4.2% | 4 |
| Mar 2026 | Amazon Fire Tablet | 14.8K | 2.8% | 5 |
| Mar 2026 | HONOR | 8.1K | 1.5% | 6 |
| Mar 2026 | Google Pixel | 4.4K | 0.83% | 7 |
| Mar 2026 | Xiaomi | 2.4K | 0.46% | 8 |
| Mar 2026 | OnePlus | 1.6K | 0.3% | 9 |
| Apr 2026 | Apple iPad | 301K | 69.1% | 1 |
| Apr 2026 | Samsung Galaxy Tab | 61.6K | 14.1% | 2 |
| Apr 2026 | Microsoft Surface | 26.9K | 6.2% | 3 |
| Apr 2026 | Lenovo Tab | 22.2K | 5.1% | 4 |
| Apr 2026 | Amazon Fire Tablet | 12.1K | 2.8% | 5 |
| Apr 2026 | HONOR | 5.4K | 1.2% | 6 |
| Apr 2026 | Google Pixel | 2.9K | 0.67% | 7 |
| Apr 2026 | Xiaomi | 1.9K | 0.44% | 8 |
| Apr 2026 | OnePlus | 1.6K | 0.37% | 9 |
| May 2026 | Apple iPad | 301K | 68.5% | 1 |
| May 2026 | Samsung Galaxy Tab | 61.6K | 14% | 2 |
| May 2026 | Microsoft Surface | 26.9K | 6.1% | 3 |
| May 2026 | Lenovo Tab | 22.2K | 5.1% | 4 |
| May 2026 | Amazon Fire Tablet | 14.8K | 3.4% | 5 |
| May 2026 | HONOR | 6.6K | 1.5% | 6 |
| May 2026 | Google Pixel | 2.9K | 0.66% | 7 |
| May 2026 | Xiaomi | 1.9K | 0.43% | 8 |
| May 2026 | OnePlus | 1.6K | 0.36% | 9 |
| Jun 2026 | Apple iPad | 301K | 69.2% | 1 |
| Jun 2026 | Samsung Galaxy Tab | 59.4K | 13.7% | 2 |
| Jun 2026 | Microsoft Surface | 26.9K | 6.2% | 3 |
| Jun 2026 | Lenovo Tab | 22.2K | 5.1% | 4 |
| Jun 2026 | Amazon Fire Tablet | 12.1K | 2.8% | 5 |
| Jun 2026 | HONOR | 6.6K | 1.5% | 6 |
| Jun 2026 | Google Pixel | 2.9K | 0.67% | 7 |
| Jun 2026 | Xiaomi | 2.4K | 0.55% | 8 |
| Jun 2026 | OnePlus | 1.3K | 0.3% | 9 |
| Jul 2026 | Apple iPad | 301K | 70.8% | 1 |
| Jul 2026 | Samsung Galaxy Tab | 59.4K | 14% | 2 |
| Jul 2026 | Microsoft Surface | 22K | 5.2% | 3 |
| Jul 2026 | Lenovo Tab | 18.1K | 4.3% | 4 |
| Jul 2026 | Amazon Fire Tablet | 12.1K | 2.8% | 5 |
| Jul 2026 | HONOR | 6.6K | 1.6% | 6 |
| Jul 2026 | Google Pixel | 2.9K | 0.68% | 7 |
| Jul 2026 | Xiaomi | 1.9K | 0.45% | 8 |
| Jul 2026 | OnePlus | 1.3K | 0.31% | 9 |
| Aug 2026 | Apple iPad | 368K | 70.2% | 1 |
| Aug 2026 | Samsung Galaxy Tab | 72.6K | 13.8% | 2 |
| Aug 2026 | Microsoft Surface | 29.6K | 5.6% | 3 |
| Aug 2026 | Lenovo Tab | 22.2K | 4.2% | 4 |
| Aug 2026 | Amazon Fire Tablet | 14.8K | 2.8% | 5 |
| Aug 2026 | HONOR | 8.1K | 1.5% | 6 |
| Aug 2026 | Google Pixel | 5.4K | 1% | 7 |
| Aug 2026 | Xiaomi | 2.4K | 0.46% | 8 |
| Aug 2026 | OnePlus | 1.3K | 0.25% | 9 |
| Sep 2026 | Apple iPad | 450K | 70.8% | 1 |
| Sep 2026 | Samsung Galaxy Tab | 88.8K | 14% | 2 |
| Sep 2026 | Microsoft Surface | 32.9K | 5.2% | 3 |
| Sep 2026 | Lenovo Tab | 27.1K | 4.3% | 4 |
| Sep 2026 | Amazon Fire Tablet | 18.1K | 2.8% | 5 |
| Sep 2026 | HONOR | 9.9K | 1.6% | 6 |
| Sep 2026 | Google Pixel | 4.4K | 0.69% | 7 |
| Sep 2026 | Xiaomi | 2.9K | 0.46% | 8 |
| Sep 2026 | OnePlus | 1.3K | 0.2% | 9 |

## What is being compared

- **Amazon Fire Tablet**: Measured on the search term “amazon fire tablet”.
- **Apple iPad**: Measured on the search term “ipad”.
- **Google Pixel**: Measured on the search term “google pixel tablet”.
- **HONOR**: Measured on the search term “honor tablet”.
- **Lenovo Tab**: Measured on the search term “lenovo tablet”.
- **Microsoft Surface**: Measured on the search terms “microsoft surface” and “surface pro”, summed into one figure.
- **OnePlus**: Measured on the search term “oneplus pad”.
- **Samsung Galaxy Tab**: Measured on the search terms “samsung galaxy tab” and “samsung tablet”, summed into one figure.
- **Xiaomi**: Measured on the search term “xiaomi tablet”.

- [Amazon Fire Tablet](/demand/uk/brands/amazon-fire-tablet)
- [Apple iPad](/demand/uk/brands/ipad)
- [Google Pixel](/demand/uk/brands/google-pixel)
- [HONOR](/demand/uk/brands/honor)
- [Lenovo Tab](/demand/uk/brands/lenovo-tab)
- [Microsoft Surface](/demand/uk/brands/microsoft-surface)
- [OnePlus](/demand/uk/brands/oneplus)
- [Samsung Galaxy Tab](/demand/uk/brands/samsung-galaxy-tab)
- [Xiaomi](/demand/uk/brands/xiaomi)

## 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

### Which brand is most popular in search among tablet brands in the United Kingdom?

In September 2026, Apple iPad was the most searched among tablet brands in the United Kingdom, with an estimated 450K branded searches, 70.8% of all searches for the nine we track.

## Cite this page

Brandwave. "Tablet brands in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-tablet-brands

This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-tablet-brands. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.