Mobile networks in the United Kingdom:Which are most popular?
In September 2026, EE was the most searched mobile network in the United Kingdom, accounting for 22.6% of all searches among the 12 networks we track. When we checked with ChatGPT and Google AI Overviews, Vodafone showed up in every answer. Vodafone was recommended most often, though no response put it first.
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 Brandwave's three ChatGPT questions and two Google AI Overviews, Vodafone appeared every time. Vodafone was recommended most often, though no answer put it first. EE was second, and Three was third. Sky, which ranked sixth in searches, was not mentioned at all.
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
Lyca Mobile1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Sky0 of 5Named in 0 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 do people search for most?
This chart shows how often people search Google for each mobile network by name. Each line represents a brand's share of searches for all 12 mobile networks we track, month by month, from searches in United Kingdom.
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.
Which brand is most popular in search among mobile networks in the United Kingdom?
12 brands
In September 2026, EE was the most searched among mobile networks in the United Kingdom, with an estimated 1M branded searches, 22.6% of all searches for the 12 we track. giffgaff is in 2nd place, 10.6 percentage points behind at 11.9%.
| Brand | Share of searches | Peak | Low | Rank |
|---|---|---|---|---|
| EE | 18.7% → 22.6% | 23%Jan 2026 | 18.1%May 2026 | 2nd → 1st |
| giffgaff | 10% → 11.9% | 14.5%Jul 2026 | 10%Oct 2025 | 5th → 2nd |
| Tesco Mobile | 12.2% → 11.9% | 15.7%Dec 2025 | 11.8%Jun 2026 | 3rd |
| Vodafone | 22.1% → 11.9% | 22.1%Oct 2025 | 11.5%Feb 2026 | 1st → 4th |
| O2 | 10.4% → 10.2% | 12.9%Nov 2025 | 9%Aug 2026 | 4th → 5th |
| Sky | 5.4% → 8% | 8%Sep 2026 | 5.1%Apr 2026 | 7th → 6th |
| iD Mobile | 5.4% → 6.5% | 7.3%Mar 2026 | 5.4%Oct 2025 | 6th → 7th |
| VOXI | 5.4% → 5.3% | 5.4%Oct 2025 | 4.5%Jan 2026 | 8th |
| Lebara | 4.5% → 4.4% | 5.5%Jan 2026 | 4.4%Sep 2026 | 9th |
| Three | 2.2% → 3% | 3.3%Mar 2026 | 2.2%Oct 2025 | 11th → 10th |
| Lyca Mobile | 3% → 2.9% | 4.3%Jun 2026 | 2.5%Nov 2025 | 10th → 11th |
| SMARTY | 0.6% → 1.3% | 1.6%May 2026 | 0.6%Oct 2025 | 12th |
Each finding as a sentence
- 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, 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, 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, Sky’s share of searches among mobile networks in the United Kingdom increased from 5.4% to 8%.
- 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, Three’s share of searches among mobile networks in the United Kingdom increased from 2.2% to 3%.
- Across the 12 months ending September 2026, SMARTY’s share of searches among mobile networks in the United Kingdom increased from 0.6% to 1.3%.
- 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, 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, Tesco Mobile’s share of searches among mobile networks in the United Kingdom peaked at 15.7% in December 2025 and was lowest at 11.8% in June 2026.
- 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, O2’s share of searches among mobile networks in the United Kingdom peaked at 12.9% in November 2025 and was lowest at 9% in August 2026.
- Across the 12 months ending September 2026, Sky’s share of searches among mobile networks in the United Kingdom peaked at 8% in September 2026 and was lowest at 5.1% in April 2026.
- 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, Lebara’s share of searches among mobile networks in the United Kingdom peaked at 5.5% in January 2026 and was lowest at 4.4% in September 2026.
- Across the 12 months ending September 2026, Three’s share of searches among mobile networks in the United Kingdom peaked at 3.3% in March 2026 and was lowest at 2.2% in October 2025.
- Across the 12 months ending September 2026, Lyca Mobile’s share of searches among mobile networks in the United Kingdom peaked at 4.3% in June 2026 and was lowest at 2.5% in November 2025.
- Across the 12 months ending September 2026, EE rose from 2nd to 1st among mobile networks in the United Kingdom.
- Across the 12 months ending September 2026, giffgaff rose from 5th to 2nd among mobile networks in the United Kingdom.
- Across the 12 months ending September 2026, Vodafone fell from 1st to 4th among mobile networks in the United Kingdom.
- Across the 12 months ending September 2026, O2 fell from 4th to 5th among mobile networks in the United Kingdom.
- Across the 12 months ending September 2026, Sky rose from 7th to 6th among mobile networks in the United Kingdom.
- Across the 12 months ending September 2026, iD Mobile fell from 6th to 7th among mobile networks in the United Kingdom.
- Across the 12 months ending September 2026, Three rose from 11th to 10th among mobile networks in the United Kingdom.
- Across the 12 months ending September 2026, Lyca Mobile fell from 10th to 11th among mobile networks in the United Kingdom.
- Across the 12 months ending September 2026, Tesco Mobile, VOXI and Lebara held steady: their share of searches among mobile networks in the United Kingdom each moved less than 0.5 percentage points.
How did search popularity change for United Kingdom mobile networks in September 2026?
8 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%.
In September 2026, Vodafone lost share of searches among mobile networks in the United Kingdom, from 13% to 11.9%.
In September 2026, iD Mobile lost share of searches among mobile networks in the United Kingdom, from 7.1% to 6.5%.
Compare popularity between leading brands
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