How popular isVodafone?
In September 2026, people searched for Vodafone by name about 641,000 times in the United Kingdom, a 54.9% decrease from the previous year. These searches made up 11.9% of all United Kingdom mobile network searches, placing Vodafone fourth out of 12 networks. When we asked both ChatGPT and Google AI Overviews about mobile networks, Vodafone appeared in all answers and was the most recommended of the 12.
Vodafone is the fourth most searched of 12 competitors and the most recommended in AI answers.
EEShare of searches 22.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 2nd
giffgaffShare of searches 11.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 8th
Tesco MobileShare of searches 11.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 11th
VodafoneShare of searches 11.9%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
O2Share of searches 10.2%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
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Top mobile networks in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Vodafone appeared in all five answers. Vodafone is the most recommended of the 12.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
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
See every answer about mobile networks
5 answers
Asked ChatGPT
“Which mobile network should I use in the UK?”
Asked ChatGPT
“What are the best mobile networks and SIM-only providers in the UK?”
Asked ChatGPT
“What's the best SIM-only deal in the UK for lots of data?”
Searched Google, AI Overview
“sim only deals”
Searched Google, AI Overview
“best mobile network”
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 Vodafone?
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
| Month | EE | giffgaff | Tesco Mobile | Vodafone | O2 | Sky | iD Mobile | VOXI | Lebara | Three | Lyca Mobile | SMARTY |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 18.7% | 10% | 12.2% | 22.1% | 10.4% | 5.4% | 5.4% | 5.4% | 4.5% | 2.2% | 3% | 0.6% |
| Nov 2025 | 19.4% | 12.5% | 15.3% | 12.5% | 12.9% | 5.6% | 6.8% | 4.6% | 4.6% | 2.7% | 2.5% | 0.62% |
| Dec 2025 | 19.9% | 12.8% | 15.7% | 12.8% | 10.8% | 5.7% | 5.7% | 4.7% | 4.7% | 3.2% | 3.1% | 0.77% |
| Jan 2026 | 23% | 12.3% | 12.3% | 12.3% | 10.4% | 5.5% | 6.7% | 4.5% | 5.5% | 3.1% | 3.7% | 0.9% |
| Feb 2026 | 21.7% | 14% | 14% | 11.5% | 9.8% | 5.1% | 6.3% | 5.1% | 5.1% | 3% | 3.4% | 1% |
| Mar 2026 | 20.6% | 10.9% | 13.3% | 13.3% | 11.3% | 6% | 7.3% | 4.9% | 4.9% | 3.3% | 3.3% | 0.98% |
| Apr 2026 | 21.6% | 11.4% | 14% | 14% | 9.7% | 5.1% | 6.2% | 5.1% | 5.1% | 2.9% | 3.4% | 1.5% |
| May 2026 | 18.1% | 14.1% | 14.1% | 14.1% | 9.8% | 5.2% | 6.3% | 5.2% | 5.2% | 2.9% | 3.5% | 1.6% |
| Jun 2026 | 18.7% | 14.4% | 11.8% | 14.4% | 9.9% | 5.3% | 6.4% | 5.3% | 5.3% | 3.1% | 4.3% | 1.3% |
| Jul 2026 | 18.6% | 14.5% | 11.9% | 14.5% | 10.1% | 5.3% | 6.5% | 5.3% | 5.3% | 3.1% | 3.6% | 1.3% |
| Aug 2026 | 20.4% | 13% | 13% | 13% | 9% | 7.1% | 7.1% | 4.7% | 4.7% | 3.2% | 3.2% | 1.4% |
| Sep 2026 | 22.6% | 11.9% | 11.9% | 11.9% | 10.2% | 8% | 6.5% | 5.3% | 4.4% | 3% | 2.9% | 1.3% |
| Rank | Brand | Share of searches | Estimated monthly branded searches | vs prior month | Share change |
|---|---|---|---|---|---|
| 1, held 1st | 22.6% | 1M | +20.5% | +2.2 points | |
| 2, held 2nd | 11.9% | 550K | 0% | -1.1 points | |
| 3, held 3rd | 11.9% | 550K | 0% | -1.1 points | |
| 4, held 4th | 11.9% | 550K | 0% | -1.1 points | |
| 5, held 5th | 10.2% | 468K | +22.3% | +1.1 points | |
| 6, moved from 7th to 6th | 8% | 368K | +22.3% | +0.9 pointsmoved from 7th to 6th | |
| 7, moved from 6th to 7th | 6.5% | 301K | 0% | -0.6 pointsmoved from 6th to 7th | |
| 8, moved from 9th to 8th | 5.3% | 246K | +22.4% | +0.6 pointsmoved from 9th to 8th | |
| 9, moved from 8th to 9th | 4.4% | 201K | 0% | -0.4 pointsmoved from 8th to 9th | |
| 10, held 10th | 3% | 137K | 0% | -0.3 points | |
| 11, held 11th | 2.9% | 135K | 0% | -0.3 points | |
| 12, held 12th | 1.3% | 60.5K | 0% | -0.1 points |
1.
EE22.6%
Held 1st. 1M estimated branded searches, +20.5% vs prior month. Share +2.2 points.
2.
giffgaff11.9%
Held 2nd. 550K estimated branded searches, 0% vs prior month. Share -1.1 points.
11.9%
Held 3rd. 550K estimated branded searches, 0% vs prior month. Share -1.1 points.
4.
Vodafone11.9%
Held 4th. 550K estimated branded searches, 0% vs prior month. Share -1.1 points.
5.
O210.2%
Held 5th. 468K estimated branded searches, +22.3% vs prior month. Share +1.1 points.
6.
Sky8%
Moved from 7th to 6th. 368K estimated branded searches, +22.3% vs prior month. Share +0.9 points.
6.5%
Moved from 6th to 7th. 301K estimated branded searches, 0% vs prior month. Share -0.6 points.
8.
VOXI5.3%
Moved from 9th to 8th. 246K estimated branded searches, +22.4% vs prior month. Share +0.6 points.
9.
Lebara4.4%
Moved from 8th to 9th. 201K estimated branded searches, 0% vs prior month. Share -0.4 points.
10.
Three3%
Held 10th. 137K estimated branded searches, 0% vs prior month. Share -0.3 points.
11.
Lyca Mobile2.9%
Held 11th. 135K estimated branded searches, 0% vs prior month. Share -0.3 points.
12.
SMARTY1.3%
Held 12th. 60.5K estimated branded searches, 0% vs prior month. Share -0.1 points.
Compare popularity between Vodafone and its closest rivals
Every comparison with Vodafone
19 comparisons
- EE vs Vodafone
- giffgaff vs Vodafone
- Tesco Mobile vs Vodafone
- O2 vs Vodafone
- Sky vs Vodafone
- iD Mobile vs Vodafone
- Vodafone vs VOXI
- Lebara vs Vodafone
- Three vs Vodafone
- Lyca Mobile vs Vodafone
- BT vs Vodafone
- Community Fibre vs Vodafone
- Hyperoptic vs Vodafone
- Plusnet vs Vodafone
- TalkTalk vs Vodafone
- Virgin Media vs Vodafone
- Vodafone vs YouFibre
- SMARTY vs Vodafone
- Vodafone vs Zen
How has branded search demand for Vodafone changed in the United Kingdom over the last 12 months?
4 findings
- Across the 12 months ending September 2026, estimated monthly branded searches for Vodafone in the United Kingdom fell from 1.4M to 641K.
- Across the 12 months ending September 2026, Vodafone’s share of searches among mobile networks in the United Kingdom decreased from 22.1% to 11.9%.
- Across the 12 months ending September 2026, Vodafone’s share of searches among mobile networks in the United Kingdom peaked at 22.1% in October 2025 and was lowest at 11.5% in February 2026.
- Across the 12 months ending September 2026, Vodafone fell from 1st to 4th among mobile networks in the United Kingdom.
How did search popularity change for United Kingdom mobile networks in September 2026?
6 changes
In September 2026, Sky overtook iD Mobile to rank 6th among mobile networks in the United Kingdom, with 8% of the searches.
In September 2026, VOXI overtook Lebara to rank 8th among mobile networks in the United Kingdom, with 5.3% of the searches.
In September 2026, EE gained share of searches among mobile networks in the United Kingdom, from 20.4% to 22.6%.
In September 2026, O2 gained share of searches among mobile networks in the United Kingdom, from 9% to 10.2%.
In September 2026, giffgaff lost share of searches among mobile networks in the United Kingdom, from 13% to 11.9%.
In September 2026, Tesco Mobile lost share of searches among mobile networks in the United Kingdom, from 13% to 11.9%.
How are Vodafone’s branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using Vodafone’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.
- vodafone
- vodafone broadband
- vodafone business broadband
Who owns Vodafone?
Vodafone is owned by VodafoneThree. Brandwave also tracks SMARTY, Three and VOXI, owned by the same company, in the United Kingdom.
Do you work for Vodafone? To request corrections or removal please contact us via our support page and we will be happy to assist.
Where does Vodafone compete?
| Competitor set | Rank | Share of searches | Ranking |
|---|---|---|---|
| Mobile networks | 4th of 12 | 11.9% | Shown above |
| Broadband providers | 9th of 11 | 3.7% | Show ranking |
| Business broadband providers | — | — | Show ranking |
Is Vodafone your brand?
Put your own campaigns, spend and outcomes next to this demand line, so you can see which of your marketing lined up with the movements above.