Brandwave

Microsoft Surface vs Samsung Galaxy Tab:Which is more popular?

In September 2026, Samsung Galaxy Tab had more branded searches than Microsoft Surface among tablet brands in the United Kingdom. Samsung Galaxy Tab had about 88,800 branded searches, while Microsoft Surface had 32,900. Samsung Galaxy Tab made up 14% of all tablet brand searches we track, and Microsoft Surface accounted for 5.2%. When we asked ChatGPT and Google AI Overviews about tablet brands, Samsung Galaxy Tab appeared in all five answers and Microsoft Surface in two. Samsung Galaxy Tab was mentioned before Microsoft Surface in every answer.

Among tablet brands in the United Kingdom in September 2026

Who do people search for more?

Samsung Galaxy Tab, about 3 searches for every 1 for Microsoft Surface

Samsung Galaxy Tab 88.8K searchesMicrosoft Surface 32.9K searches

Who does AI mention more?

Samsung Galaxy Tab, mentioned in every answer we collected

Samsung Galaxy Tab in 5 of 5Microsoft Surface in 2 of 5

Who does AI recommend more?

Samsung Galaxy Tab, named ahead of Microsoft Surface in every answer

Samsung Galaxy Tab first in 4Microsoft Surface never first

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Top tablet brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Samsung Galaxy Tab appeared in all five answers. 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. Samsung Galaxy Tab was listed before Microsoft Surface in every answer.

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 Samsung Galaxy Tab more popular in search?

This chart shows how often people search Google for Microsoft Surface and Samsung Galaxy Tab 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 Samsung Galaxy Tab among tablet brands in the United Kingdom, by month

Share of searches by month for Samsung Galaxy Tab, Microsoft Surface. 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%

How has the Microsoft Surface and Samsung Galaxy Tab 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 Microsoft Surface in the United Kingdom fell 18.4% over 12 measured months, from 40.3K to 32.9K in September 2026.

  2. 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.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using Microsoft Surface’s and Samsung Galaxy Tab’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

2 branded search terms

  • microsoft surface
  • surface pro

Samsung Galaxy Tab

2 branded search terms

  • samsung galaxy tab
  • samsung tablet

How the Brand Demand Index is measured

Other head-to-heads among tablet brands

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