Brandwave

Microsoft Surface vs OnePlus:Which is more popular?

In September 2026, Microsoft Surface had more branded searches than OnePlus among tablet brands in the United Kingdom. Microsoft Surface had about 32,900 branded searches, while OnePlus had 1,300. Microsoft Surface made up 5.2% of all tablet brand searches we track, and OnePlus accounted for 0.2%. When we asked ChatGPT and Google AI Overviews about tablet brands, Microsoft Surface appeared in two of the five answers and OnePlus in one. Microsoft Surface was mentioned before OnePlus in two out of three answers that named either.

Among tablet brands in the United Kingdom in September 2026

Who do people search for more?

Microsoft Surface, about 25 searches for every 1 for OnePlus

Microsoft Surface 32.9K searchesOnePlus 1.3K searches

Who does AI mention more?

Microsoft Surface, mentioned in 2 of 5 answers, OnePlus in 1

Microsoft Surface in 2 of 5OnePlus in 1 of 5

Who does AI recommend more?

Microsoft Surface, named ahead of OnePlus in 2 of 3 answers

Microsoft Surface first in 2OnePlus first in 1

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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. OnePlus was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Microsoft Surface was listed before OnePlus in two out of three answers that named either.

Most recommended by AI

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

  1. Apple iPad1st
  2. Samsung Galaxy Tab2nd
  3. OnePlus3rd
  4. Xiaomi4th
  5. Microsoft Surface5th
  6. Lenovo Tab6th
  7. Amazon Fire Tablet–
  8. HONOR–
  9. Google Pixel–

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
  • Xiaomi4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Apple iPad3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Microsoft Surface2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Lenovo Tab2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • HONOR1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • OnePlus1 of 5Named in 1 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
  • Google Pixel0 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 United Kingdom on October 26, 2026.

Is Microsoft Surface or OnePlus more popular in search?

This chart shows how often people search Google for Microsoft Surface and OnePlus by name. Each line represents a brand's share of searches for all nine tablet brands we track, month by month, from searches in United Kingdom.

Microsoft Surface and OnePlus among tablet brands in the United Kingdom, by month

Share of searches by month for Microsoft Surface, OnePlus. The figures are in the table below the chart.

View monthly share of searches table
MonthApple iPadSamsung Galaxy TabMicrosoft SurfaceLenovo TabAmazon Fire TabletHONORGoogle PixelXiaomiOnePlus
Oct 202572%13.8%5.3%3.5%2.9%1.1%0.71%0.47%0.31%
Nov 202574.6%12.4%4%3.7%3%1.1%0.6%0.33%0.26%
Dec 202574.9%12.5%3.3%3.7%3%1.3%0.6%0.32%0.27%
Jan 202671.2%14%5.2%4.3%2.3%1.6%0.7%0.38%0.3%
Feb 202670.7%14%5.7%4.3%2.3%1.6%0.69%0.46%0.31%
Mar 202669.8%13.8%6.2%4.2%2.8%1.5%0.83%0.46%0.3%
Apr 202669.1%14.1%6.2%5.1%2.8%1.2%0.67%0.44%0.37%
May 202668.5%14%6.1%5.1%3.4%1.5%0.66%0.43%0.36%
Jun 202669.2%13.7%6.2%5.1%2.8%1.5%0.67%0.55%0.3%
Jul 202670.8%14%5.2%4.3%2.8%1.6%0.68%0.45%0.31%
Aug 202670.2%13.8%5.6%4.2%2.8%1.5%1%0.46%0.25%
Sep 202670.8%14%5.2%4.3%2.8%1.6%0.69%0.46%0.2%

OnePlus sells other things too, so only its searches that name this product count here, like “oneplus pad”.

How has the Microsoft Surface and OnePlus comparison changed over the last 12 months?

3 findings

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

2 changes

  1. 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.

  2. 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.

How are branded searches counted?

3 search terms

Brandwave collects information about searches that people make online using Microsoft Surface’s and OnePlus’ 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

2 branded search terms

  • microsoft surface
  • surface pro

OnePlus

1 branded search term

  • oneplus pad

How the Brand Demand Index is measured

Other head-to-heads among tablet brands

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