Brandwave

How popular isEE?

In September 2026, people searched for EE by name about 1.2 million times in the United Kingdom, about the same as the previous year. These searches made up 22.6% of all United Kingdom mobile network searches, placing EE first out of 12 networks. When we asked both ChatGPT and Google AI Overviews about mobile networks, EE appeared in four of the five answers and was the second most recommended of the 12.

Search and AI answers in September 2026

EE is the most searched of 12 competitors and the second most recommended in AI answers.

  1. EEShare of searches 22.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  2. giffgaffShare of searches 11.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 8th
  3. Tesco MobileShare of searches 11.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 11th
  4. VodafoneShare of searches 11.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  5. O2Share of searches 10.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th

+7 more

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Top mobile networks in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, EE was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. EE is the second most recommended of the 12.

Most recommended by AI

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

  1. Vodafone1st
  2. EE2nd
  3. Three3rd
  4. O24th
  5. SMARTY5th
  6. Lebara6th
  7. iD Mobile7th
  8. giffgaff8th
  9. Lyca Mobile9th
  10. VOXI10th
  11. +2 more

Mentioned by AI

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

  • Vodafone5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • EE4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Three4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • giffgaff3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Tesco Mobile3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • O23 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • iD Mobile3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Lebara3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • SMARTY3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • VOXI2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+2 more

See every answer about mobile networks

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 22, 2026.

Which mobile networks compete with EE?

EE against mobile networks in the United Kingdom, by month

Share of searches by month for EE, giffgaff, Tesco Mobile, Vodafone, O2, Sky, iD Mobile, VOXI, Lebara, Three, Lyca Mobile. The figures are in the table below the chart.

View monthly share of searches table
MonthEEgiffgaffTesco MobileVodafoneO2SkyiD MobileVOXILebaraThreeLyca MobileSMARTY
Oct 202518.7%10%12.2%22.1%10.4%5.4%5.4%5.4%4.5%2.2%3%0.6%
Nov 202519.4%12.5%15.3%12.5%12.9%5.6%6.8%4.6%4.6%2.7%2.5%0.62%
Dec 202519.9%12.8%15.7%12.8%10.8%5.7%5.7%4.7%4.7%3.2%3.1%0.77%
Jan 202623%12.3%12.3%12.3%10.4%5.5%6.7%4.5%5.5%3.1%3.7%0.9%
Feb 202621.7%14%14%11.5%9.8%5.1%6.3%5.1%5.1%3%3.4%1%
Mar 202620.6%10.9%13.3%13.3%11.3%6%7.3%4.9%4.9%3.3%3.3%0.98%
Apr 202621.6%11.4%14%14%9.7%5.1%6.2%5.1%5.1%2.9%3.4%1.5%
May 202618.1%14.1%14.1%14.1%9.8%5.2%6.3%5.2%5.2%2.9%3.5%1.6%
Jun 202618.7%14.4%11.8%14.4%9.9%5.3%6.4%5.3%5.3%3.1%4.3%1.3%
Jul 202618.6%14.5%11.9%14.5%10.1%5.3%6.5%5.3%5.3%3.1%3.6%1.3%
Aug 202620.4%13%13%13%9%7.1%7.1%4.7%4.7%3.2%3.2%1.4%
Sep 202622.6%11.9%11.9%11.9%10.2%8%6.5%5.3%4.4%3%2.9%1.3%

  1. 1.EE

    22.6%

    Held 1st. 1M estimated branded searches, +20.5% vs prior month. Share +2.2 points.

  2. 2.giffgaff

    11.9%

    Held 2nd. 550K estimated branded searches, 0% vs prior month. Share -1.1 points.

  3. 3.Tesco Mobile

    11.9%

    Held 3rd. 550K estimated branded searches, 0% vs prior month. Share -1.1 points.

  4. 4.Vodafone

    11.9%

    Held 4th. 550K estimated branded searches, 0% vs prior month. Share -1.1 points.

  5. 5.O2

    10.2%

    Held 5th. 468K estimated branded searches, +22.3% vs prior month. Share +1.1 points.

  6. 6.Sky

    8%

    Moved from 7th to 6th. 368K estimated branded searches, +22.3% vs prior month. Share +0.9 points.

  7. 7.iD Mobile

    6.5%

    Moved from 6th to 7th. 301K estimated branded searches, 0% vs prior month. Share -0.6 points.

  8. 8.VOXI

    5.3%

    Moved from 9th to 8th. 246K estimated branded searches, +22.4% vs prior month. Share +0.6 points.

  9. 9.Lebara

    4.4%

    Moved from 8th to 9th. 201K estimated branded searches, 0% vs prior month. Share -0.4 points.

  10. 10.Three

    3%

    Held 10th. 137K estimated branded searches, 0% vs prior month. Share -0.3 points.

  11. 11.Lyca Mobile

    2.9%

    Held 11th. 135K estimated branded searches, 0% vs prior month. Share -0.3 points.

  12. 12.SMARTY

    1.3%

    Held 12th. 60.5K estimated branded searches, 0% vs prior month. Share -0.1 points.

Compare popularity between EE and its closest rivals

Every comparison with EE

22 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for EE in the United Kingdom held steady at 1.2M.
  • Across the 12 months ending September 2026, EE’s share of searches among mobile networks in the United Kingdom increased from 18.7% to 22.6%.
  • Across the 12 months ending September 2026, EE’s share of searches among mobile networks in the United Kingdom peaked at 23% in January 2026 and was lowest at 18.1% in May 2026.
  • Across the 12 months ending September 2026, EE rose from 2nd to 1st among mobile networks in the United Kingdom.

How did search popularity change for United Kingdom mobile networks in September 2026?

6 changes

  1. In September 2026, Sky overtook iD Mobile to rank 6th among mobile networks in the United Kingdom, with 8% of the searches.

  2. In September 2026, VOXI overtook Lebara to rank 8th among mobile networks in the United Kingdom, with 5.3% of the searches.

  3. In September 2026, EE gained share of searches among mobile networks in the United Kingdom, from 20.4% to 22.6%.

  4. In September 2026, O2 gained share of searches among mobile networks in the United Kingdom, from 9% to 10.2%.

  5. In September 2026, giffgaff lost share of searches among mobile networks in the United Kingdom, from 13% to 11.9%.

  6. In September 2026, Tesco Mobile lost share of searches among mobile networks in the United Kingdom, from 13% to 11.9%.

How are EE’s branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using EE’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.

  • ee
  • ee broadband
  • ee mobile
  • ee tv

How the Brand Demand Index is measured

Who owns EE?

EE is owned by BT Group. Brandwave also tracks BT, BT Business and Plusnet, owned by the same company, in the United Kingdom.

Do you work for EE? To request corrections or removal please contact us via our support page and we will be happy to assist.

Where does EE compete?

EE is ranked in three competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Mobile networks1st of 1222.6%Shown above
Broadband providers3rd of 115.5%Show ranking
TV providers5th of 72.5%Show ranking
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Is EE your brand?

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