Brandwave

How popular isNothing?

In September 2026, people searched for Nothing by name about 74,000 times in the United Kingdom, a 49.5% increase from the previous year. These searches made up 7% of all United Kingdom smartphone brand searches, placing Nothing fourth out of 11 brands. When we asked both ChatGPT and Google AI Overviews about smartphone brands, Nothing appeared in two of the five answers and was the fifth most recommended of the 11.

Search and AI answers in September 2026

Nothing is the fourth most searched of 11 competitors and the fifth most recommended in AI answers.

  1. Apple iPhoneShare of searches 63.3%Mentioned in 5 of 5 AI answersPlace in AI recommendations 3rd
  2. Google PixelShare of searches 10.9%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
  3. Samsung GalaxyShare of searches 9.4%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
  4. NothingShare of searches 7%Mentioned in 2 of 5 AI answersPlace in AI recommendations 5th
  5. OnePlusShare of searches 2.9%Mentioned in 1 of 5 AI answersPlace in AI recommendations 7th

+6 more

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Top smartphone brands in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Nothing was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Nothing is the fifth most recommended of the 11.

Most recommended by AI

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

  1. Samsung Galaxy1st
  2. Google Pixel2nd
  3. Apple iPhone3rd
  4. Motorola4th
  5. Nothing5th
  6. Xiaomi6th
  7. OnePlus7th
  8. OPPO8th
  9. HONOR–
  10. Sony–
  11. +1 more

Mentioned by AI

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

  • Apple iPhone5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Samsung Galaxy5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Google Pixel4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Nothing2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Motorola2 of 5Named in 1 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
  • OPPO1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Xiaomi1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • HONOR0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Sony0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

+1 more

See every answer about smartphone 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.

Which smartphone brands compete with Nothing?

Nothing against smartphone brands in the United Kingdom, by month

Share of searches by month for Apple iPhone, Google Pixel, Samsung Galaxy, Nothing, OnePlus, HONOR. The figures are in the table below the chart.

View monthly share of searches table
MonthApple iPhoneGoogle PixelSamsung GalaxyNothingOnePlusHONOROPPOSonyXiaomiMotorolavivo
Oct 202546.5%12.3%15.2%7.6%8.5%2.8%1.5%2.3%1.9%1%0.45%
Nov 202547%14.8%15.3%6.3%8.3%2.8%1.3%1.5%1.3%1%0.31%
Dec 202551.7%13.3%13.8%7%6.2%2.5%1.1%1.7%1.1%1.1%0.34%
Jan 202648.1%12.5%13.1%9.7%7%3.5%1.3%1.9%1.3%1.1%0.38%
Feb 202649.4%12.9%13.2%9.9%5.9%3%1.3%2%0.89%1.1%0.39%
Mar 202650.7%13.4%11.3%10.2%7.2%2.5%1.1%1.4%0.91%0.91%0.33%
Apr 202655.7%12%10.2%9.2%5.5%2.2%1.2%1.8%0.82%1%0.36%
May 202655.1%11.7%10%9.1%5.4%2.7%1.2%2.2%1.2%0.99%0.36%
Jun 202653.4%13.9%9.7%10.7%4.4%2.6%1.2%1.4%1.2%1.2%0.28%
Jul 202651.3%13.4%11.4%10.3%5.7%2.5%1.4%1.4%1.1%1.1%0.26%
Aug 202653.6%16.9%9.8%8.8%3.6%2.2%1.2%1.8%0.97%0.97%0.29%
Sep 202663.3%10.9%9.4%7%2.9%2.1%1.1%1.1%1.1%0.76%0.27%

  1. 1.Apple iPhone

    63.3%

    Held 1st. 673K estimated branded searches, +49.6% vs prior month. Share +9.7 points.

  2. 2.Google Pixel

    10.9%

    Held 2nd. 115K estimated branded searches, -18.5% vs prior month. Share -6 points.

  3. 3.Samsung Galaxy

    9.4%

    Held 3rd. 100K estimated branded searches, +22.3% vs prior month. Share -0.3 points.

  4. 4.Nothing

    7%

    Held 4th. 74K estimated branded searches, 0% vs prior month. Share -1.9 points.

  5. 5.OnePlus

    2.9%

    Held 5th. 30.7K estimated branded searches, +2.3% vs prior month. Share -0.7 points.

  6. 6.HONOR

    2.1%

    Held 6th. 22.2K estimated branded searches, +22.7% vs prior month. Share -0.1 points.

  7. 7.OPPO

    1.1%

    Moved from 8th to 7th. 12.1K estimated branded searches, +22.2% vs prior month. Share 0 points.

  8. 8.Sony

    1.1%

    Moved from 7th to 8th. 12.1K estimated branded searches, -18.2% vs prior month. Share -0.6 points.

  9. 9.Xiaomi

    1.1%

    Moved from 10th to 9th. 12.1K estimated branded searches, +49.4% vs prior month. Share +0.2 points.

  10. 10.Motorola

    0.76%

    Moved from 9th to 10th. 8.1K estimated branded searches, 0% vs prior month. Share -0.2 points.

  11. 11.vivo

    0.27%

    Held 11th. 2.9K estimated branded searches, +20.8% vs prior month. Share 0 points.

Compare popularity between Nothing and its closest rivals

Every comparison with Nothing

10 comparisons

How has branded search demand for Nothing changed in the United Kingdom over the last 12 months?

4 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for Nothing in the United Kingdom rose from 49.5K to 74K.
  • Across the 12 months ending September 2026, Nothing’s share of searches among smartphone brands in the United Kingdom decreased from 7.6% to 7%.
  • Across the 12 months ending September 2026, Nothing’s share of searches among smartphone brands in the United Kingdom peaked at 10.7% in June 2026 and was lowest at 6.3% in November 2025.
  • Across the 12 months ending September 2026, Nothing rose from 5th to 4th among smartphone brands in the United Kingdom.

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

6 changes

  1. In September 2026, Apple iPhone gained share of searches among smartphone brands in the United Kingdom, from 53.6% to 63.3%.

  2. In September 2026, Google Pixel lost share of searches among smartphone brands in the United Kingdom, from 16.9% to 10.9%.

  3. In September 2026, Nothing lost share of searches among smartphone brands in the United Kingdom, from 8.8% to 7%.

  4. In September 2026, OnePlus lost share of searches among smartphone brands in the United Kingdom, from 3.6% to 2.9%.

  5. In September 2026, Sony lost share of searches among smartphone brands in the United Kingdom, from 1.8% to 1.1%.

  6. HONOR’s share of searches among smartphone brands in the United Kingdom has lost ground for 3 months in a row, from 2.6% to 2.1% in September 2026.

How are Nothing’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using Nothing’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.

  • nothing phone

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How the Brand Demand Index is measured

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