Brandwave

How popular isiD Mobile?

In September 2026, people searched for iD Mobile by name about 301,000 times in the United Kingdom, about the same as the previous year. These searches made up 6.5% of all United Kingdom mobile network searches, placing iD Mobile seventh out of 12 networks. When we asked both ChatGPT and Google AI Overviews about mobile networks, iD Mobile appeared in three of the five answers and was the seventh most recommended of the 12.

Search and AI answers in September 2026

iD Mobile is the seventh most searched of 12 competitors and the seventh 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. iD MobileShare of searches 6.5%Mentioned in 3 of 5 AI answersPlace in AI recommendations 7th

+7 more

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Top mobile networks in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, iD Mobile was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. iD Mobile is the seventh 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 iD Mobile?

iD Mobile 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 iD Mobile and its closest rivals

Every comparison with iD Mobile

11 comparisons

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

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for iD Mobile in the United Kingdom held steady at 301K.
  • Across the 12 months ending September 2026, iD Mobile’s share of searches among mobile networks in the United Kingdom increased from 5.4% to 6.5%.
  • Across the 12 months ending September 2026, iD Mobile’s share of searches among mobile networks in the United Kingdom peaked at 7.3% in March 2026 and was lowest at 5.4% in October 2025.
  • Across the 12 months ending September 2026, iD Mobile fell from 6th to 7th 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 iD Mobile’s branded searches counted?

1 search term

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

  • id mobile

How the Brand Demand Index is measured

Who owns iD Mobile?

iD Mobile is owned by Currys. Brandwave also tracks Currys, owned by the same company, in the United Kingdom.

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

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