Brandwave

How popular isgiffgaff in search?

In September 2026, people searched for giffgaff by name about 550,000 times in the United Kingdom, about the same as the previous year. These searches made up 11.9% of all United Kingdom mobile network searches, placing giffgaff second out of 12 networks.

Share of searches, September 2026
  1. EE22.6%
  2. giffgaff11.9%
  3. Tesco Mobile11.9%
  4. Vodafone11.9%
  5. O210.2%
  6. Sky8%
  7. iD Mobile6.5%
  8. VOXI5.3%
  9. Lebara4.4%
  10. Three3%
  11. +2 more
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Which mobile networks compete with giffgaff?

giffgaff 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 search popularity between giffgaff and its closest rivals

Every comparison with giffgaff

11 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for giffgaff in the United Kingdom held steady at 550K.
  • Across the 12 months ending September 2026, giffgaff’s share of searches among mobile networks in the United Kingdom increased from 10% to 11.9%.
  • Across the 12 months ending September 2026, giffgaff’s share of searches among mobile networks in the United Kingdom peaked at 14.5% in July 2026 and was lowest at 10% in October 2025.
  • Across the 12 months ending September 2026, giffgaff rose from 5th to 2nd 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 giffgaff’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using giffgaff’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • giffgaff

How the Brand Demand Index is measured

Who owns giffgaff?

giffgaff is owned by Virgin Media O2. Brandwave also tracks O2, Virgin Media and Virgin Media Business, owned by the same company, in the United Kingdom.

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

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