---
title: "Mobile networks in the United Kingdom: Which are searched most?"
description: "Compare the networks and SIM-only providers people choose for their mobile plan. Share of Search among EE, giffgaff, Tesco Mobile, Vodafone, O2, Sky, iD Mobile, VOXI, Lebara, Three, Lyca Mobile and SMARTY, the mobile networks Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/uk/categories/uk-mobile-networks"
publisher: "Brandwave"
---

# Mobile networks in the United Kingdom: Which are searched most?

Compare the networks and SIM-only providers people choose for their mobile plan. Share of Search among EE, giffgaff, Tesco Mobile, Vodafone, O2, Sky, iD Mobile, VOXI, Lebara, Three, Lyca Mobile and SMARTY, the mobile networks Brandwave compares in the United Kingdom, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Mobile networks
- **Market**: United Kingdom
- **Brands compared**: 12
- **Month measured**: Sep 2026
- **Highest Share of Search**: EE, 22.6%

## Which brand is most popular in search among mobile networks in the United Kingdom?

- 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%.
- 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.

## Compare search popularity between leading brands

- [EE vs giffgaff: compare search popularity](/demand/uk/compare/ee-uk-vs-giffgaff): 22.6% against 11.9% Share of Search.
- [EE vs Tesco Mobile: compare search popularity](/demand/uk/compare/ee-uk-vs-tesco-mobile): 22.6% against 11.9% Share of Search.
- [EE vs Vodafone: compare search popularity](/demand/uk/compare/ee-uk-vs-vodafone-uk): 22.6% against 11.9% Share of Search.
- [EE vs O2: compare search popularity](/demand/uk/compare/ee-uk-vs-o2-uk): 22.6% against 10.2% Share of Search.
- [giffgaff vs Tesco Mobile: compare search popularity](/demand/uk/compare/giffgaff-vs-tesco-mobile): 11.9% Share of Search each.
- [giffgaff vs Vodafone: compare search popularity](/demand/uk/compare/giffgaff-vs-vodafone-uk): 11.9% Share of Search each.
- [giffgaff vs O2: compare search popularity](/demand/uk/compare/giffgaff-vs-o2-uk): 11.9% against 10.2% Share of Search.
- [Tesco Mobile vs Vodafone: compare search popularity](/demand/uk/compare/tesco-mobile-vs-vodafone-uk): 11.9% Share of Search each.
- [Tesco Mobile vs O2: compare search popularity](/demand/uk/compare/o2-uk-vs-tesco-mobile): 11.9% against 10.2% Share of Search.
- [Vodafone vs O2: compare search popularity](/demand/uk/compare/o2-uk-vs-vodafone-uk): 11.9% against 10.2% Share of Search.

## How did search popularity change for United Kingdom mobile networks in September 2026?

- 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%.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | EE | 22.6% | 1M | +20.5% | BT Group |
| 2 | giffgaff | 11.9% | 550K | 0.0% | Virgin Media O2 |
| 3 | Tesco Mobile | 11.9% | 550K | 0.0% | Tesco |
| 4 | Vodafone | 11.9% | 550K | 0.0% | VodafoneThree |
| 5 | O2 | 10.2% | 468K | +22.3% | Virgin Media O2 |
| 6 | Sky | 8% | 368K | +22.3% | Sky |
| 7 | iD Mobile | 6.5% | 301K | 0.0% | Currys |
| 8 | VOXI | 5.3% | 246K | +22.4% | VodafoneThree |
| 9 | Lebara | 4.4% | 201K | 0.0% | Lebara |
| 10 | Three | 3% | 137K | 0.0% | VodafoneThree |
| 11 | Lyca Mobile | 2.9% | 135K | 0.0% | Lyca Mobile |
| 12 | SMARTY | 1.3% | 60.5K | 0.0% | VodafoneThree |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Vodafone | 1.2M | 22.1% | 1 |
| Oct 2025 | EE | 1M | 18.7% | 2 |
| Oct 2025 | Tesco Mobile | 673K | 12.2% | 3 |
| Oct 2025 | O2 | 577K | 10.4% | 4 |
| Oct 2025 | giffgaff | 550K | 10% | 5 |
| Oct 2025 | iD Mobile | 301K | 5.4% | 6 |
| Oct 2025 | Sky | 301K | 5.4% | 7 |
| Oct 2025 | VOXI | 301K | 5.4% | 8 |
| Oct 2025 | Lebara | 246K | 4.5% | 9 |
| Oct 2025 | Lyca Mobile | 165K | 3% | 10 |
| Oct 2025 | Three | 124K | 2.2% | 11 |
| Oct 2025 | SMARTY | 33.1K | 0.6% | 12 |
| Nov 2025 | EE | 1M | 19.4% | 1 |
| Nov 2025 | Tesco Mobile | 823K | 15.3% | 2 |
| Nov 2025 | O2 | 695K | 12.9% | 3 |
| Nov 2025 | giffgaff | 673K | 12.5% | 4 |
| Nov 2025 | Vodafone | 673K | 12.5% | 5 |
| Nov 2025 | iD Mobile | 368K | 6.8% | 6 |
| Nov 2025 | Sky | 301K | 5.6% | 7 |
| Nov 2025 | Lebara | 246K | 4.6% | 8 |
| Nov 2025 | VOXI | 246K | 4.6% | 9 |
| Nov 2025 | Three | 143K | 2.7% | 10 |
| Nov 2025 | Lyca Mobile | 135K | 2.5% | 11 |
| Nov 2025 | SMARTY | 33.1K | 0.62% | 12 |
| Dec 2025 | EE | 856K | 19.9% | 1 |
| Dec 2025 | Tesco Mobile | 673K | 15.7% | 2 |
| Dec 2025 | giffgaff | 550K | 12.8% | 3 |
| Dec 2025 | Vodafone | 550K | 12.8% | 4 |
| Dec 2025 | O2 | 465K | 10.8% | 5 |
| Dec 2025 | iD Mobile | 246K | 5.7% | 6 |
| Dec 2025 | Sky | 246K | 5.7% | 7 |
| Dec 2025 | Lebara | 201K | 4.7% | 8 |
| Dec 2025 | VOXI | 201K | 4.7% | 9 |
| Dec 2025 | Three | 137K | 3.2% | 10 |
| Dec 2025 | Lyca Mobile | 135K | 3.1% | 11 |
| Dec 2025 | SMARTY | 33.1K | 0.77% | 12 |
| Jan 2026 | EE | 1M | 23% | 1 |
| Jan 2026 | giffgaff | 550K | 12.3% | 2 |
| Jan 2026 | Tesco Mobile | 550K | 12.3% | 3 |
| Jan 2026 | Vodafone | 550K | 12.3% | 4 |
| Jan 2026 | O2 | 465K | 10.4% | 5 |
| Jan 2026 | iD Mobile | 301K | 6.7% | 6 |
| Jan 2026 | Lebara | 246K | 5.5% | 7 |
| Jan 2026 | Sky | 246K | 5.5% | 8 |
| Jan 2026 | VOXI | 201K | 4.5% | 9 |
| Jan 2026 | Lyca Mobile | 165K | 3.7% | 10 |
| Jan 2026 | Three | 137K | 3.1% | 11 |
| Jan 2026 | SMARTY | 40.5K | 0.9% | 12 |
| Feb 2026 | EE | 850K | 21.7% | 1 |
| Feb 2026 | giffgaff | 550K | 14% | 2 |
| Feb 2026 | Tesco Mobile | 550K | 14% | 3 |
| Feb 2026 | Vodafone | 450K | 11.5% | 4 |
| Feb 2026 | O2 | 383K | 9.8% | 5 |
| Feb 2026 | iD Mobile | 246K | 6.3% | 6 |
| Feb 2026 | Lebara | 201K | 5.1% | 7 |
| Feb 2026 | Sky | 201K | 5.1% | 8 |
| Feb 2026 | VOXI | 201K | 5.1% | 9 |
| Feb 2026 | Lyca Mobile | 135K | 3.4% | 10 |
| Feb 2026 | Three | 118K | 3% | 11 |
| Feb 2026 | SMARTY | 40.5K | 1% | 12 |
| Mar 2026 | EE | 850K | 20.6% | 1 |
| Mar 2026 | Tesco Mobile | 550K | 13.3% | 2 |
| Mar 2026 | Vodafone | 550K | 13.3% | 3 |
| Mar 2026 | O2 | 465K | 11.3% | 4 |
| Mar 2026 | giffgaff | 450K | 10.9% | 5 |
| Mar 2026 | iD Mobile | 301K | 7.3% | 6 |
| Mar 2026 | Sky | 246K | 6% | 7 |
| Mar 2026 | Lebara | 201K | 4.9% | 8 |
| Mar 2026 | VOXI | 201K | 4.9% | 9 |
| Mar 2026 | Three | 137K | 3.3% | 10 |
| Mar 2026 | Lyca Mobile | 135K | 3.3% | 11 |
| Mar 2026 | SMARTY | 40.5K | 0.98% | 12 |
| Apr 2026 | EE | 850K | 21.6% | 1 |
| Apr 2026 | Tesco Mobile | 550K | 14% | 2 |
| Apr 2026 | Vodafone | 550K | 14% | 3 |
| Apr 2026 | giffgaff | 450K | 11.4% | 4 |
| Apr 2026 | O2 | 383K | 9.7% | 5 |
| Apr 2026 | iD Mobile | 246K | 6.2% | 6 |
| Apr 2026 | Lebara | 201K | 5.1% | 7 |
| Apr 2026 | Sky | 201K | 5.1% | 8 |
| Apr 2026 | VOXI | 201K | 5.1% | 9 |
| Apr 2026 | Lyca Mobile | 135K | 3.4% | 10 |
| Apr 2026 | Three | 113K | 2.9% | 11 |
| Apr 2026 | SMARTY | 60.5K | 1.5% | 12 |
| May 2026 | EE | 706K | 18.1% | 1 |
| May 2026 | giffgaff | 550K | 14.1% | 2 |
| May 2026 | Tesco Mobile | 550K | 14.1% | 3 |
| May 2026 | Vodafone | 550K | 14.1% | 4 |
| May 2026 | O2 | 380K | 9.8% | 5 |
| May 2026 | iD Mobile | 246K | 6.3% | 6 |
| May 2026 | Lebara | 201K | 5.2% | 7 |
| May 2026 | Sky | 201K | 5.2% | 8 |
| May 2026 | VOXI | 201K | 5.2% | 9 |
| May 2026 | Lyca Mobile | 135K | 3.5% | 10 |
| May 2026 | Three | 113K | 2.9% | 11 |
| May 2026 | SMARTY | 60.5K | 1.6% | 12 |
| Jun 2026 | EE | 714K | 18.7% | 1 |
| Jun 2026 | giffgaff | 550K | 14.4% | 2 |
| Jun 2026 | Vodafone | 550K | 14.4% | 3 |
| Jun 2026 | Tesco Mobile | 450K | 11.8% | 4 |
| Jun 2026 | O2 | 380K | 9.9% | 5 |
| Jun 2026 | iD Mobile | 246K | 6.4% | 6 |
| Jun 2026 | Lebara | 201K | 5.3% | 7 |
| Jun 2026 | Sky | 201K | 5.3% | 8 |
| Jun 2026 | VOXI | 201K | 5.3% | 9 |
| Jun 2026 | Lyca Mobile | 165K | 4.3% | 10 |
| Jun 2026 | Three | 118K | 3.1% | 11 |
| Jun 2026 | SMARTY | 49.5K | 1.3% | 12 |
| Jul 2026 | EE | 706K | 18.6% | 1 |
| Jul 2026 | giffgaff | 550K | 14.5% | 2 |
| Jul 2026 | Vodafone | 550K | 14.5% | 3 |
| Jul 2026 | Tesco Mobile | 450K | 11.9% | 4 |
| Jul 2026 | O2 | 383K | 10.1% | 5 |
| Jul 2026 | iD Mobile | 246K | 6.5% | 6 |
| Jul 2026 | Lebara | 201K | 5.3% | 7 |
| Jul 2026 | Sky | 201K | 5.3% | 8 |
| Jul 2026 | VOXI | 201K | 5.3% | 9 |
| Jul 2026 | Lyca Mobile | 135K | 3.6% | 10 |
| Jul 2026 | Three | 118K | 3.1% | 11 |
| Jul 2026 | SMARTY | 49.5K | 1.3% | 12 |
| Aug 2026 | EE | 864K | 20.4% | 1 |
| Aug 2026 | giffgaff | 550K | 13% | 2 |
| Aug 2026 | Tesco Mobile | 550K | 13% | 3 |
| Aug 2026 | Vodafone | 550K | 13% | 4 |
| Aug 2026 | O2 | 383K | 9% | 5 |
| Aug 2026 | iD Mobile | 301K | 7.1% | 6 |
| Aug 2026 | Sky | 301K | 7.1% | 7 |
| Aug 2026 | Lebara | 201K | 4.7% | 8 |
| Aug 2026 | VOXI | 201K | 4.7% | 9 |
| Aug 2026 | Three | 137K | 3.2% | 10 |
| Aug 2026 | Lyca Mobile | 135K | 3.2% | 11 |
| Aug 2026 | SMARTY | 60.5K | 1.4% | 12 |
| Sep 2026 | EE | 1M | 22.6% | 1 |
| Sep 2026 | giffgaff | 550K | 11.9% | 2 |
| Sep 2026 | Tesco Mobile | 550K | 11.9% | 3 |
| Sep 2026 | Vodafone | 550K | 11.9% | 4 |
| Sep 2026 | O2 | 468K | 10.2% | 5 |
| Sep 2026 | Sky | 368K | 8% | 6 |
| Sep 2026 | iD Mobile | 301K | 6.5% | 7 |
| Sep 2026 | VOXI | 246K | 5.3% | 8 |
| Sep 2026 | Lebara | 201K | 4.4% | 9 |
| Sep 2026 | Three | 137K | 3% | 10 |
| Sep 2026 | Lyca Mobile | 135K | 2.9% | 11 |
| Sep 2026 | SMARTY | 60.5K | 1.3% | 12 |

## What is being compared

- **EE**: Measured on the search terms “ee” and “ee mobile”, summed into one figure.
- **giffgaff**: Measured on the search term “giffgaff”.
- **iD Mobile**: Measured on the search term “id mobile”.
- **Lebara**: Measured on the search term “lebara”.
- **Lyca Mobile**: Measured on the search term “lyca mobile”.
- **O2**: Measured on the search terms “o2” and “o2 uk”, summed into one figure.
- **Sky**: Measured on the search term “sky mobile”.
- **SMARTY**: Measured on the search term “smarty mobile”.
- **Tesco Mobile**: Measured on the search term “tesco mobile”.
- **Three**: Measured on the search terms “three mobile” and “three uk”, summed into one figure.
- **Vodafone**: Measured on the search term “vodafone”.
- **VOXI**: Measured on the search term “voxi”.

- [EE](/demand/uk/brands/ee-uk)
- [giffgaff](/demand/uk/brands/giffgaff)
- [iD Mobile](/demand/uk/brands/id-mobile)
- [Lebara](/demand/uk/brands/lebara-uk)
- [Lyca Mobile](/demand/uk/brands/lyca-mobile)
- [O2](/demand/uk/brands/o2-uk)
- [Sky](/demand/uk/brands/sky-uk)
- [SMARTY](/demand/uk/brands/smarty-mobile)
- [Tesco Mobile](/demand/uk/brands/tesco-mobile)
- [Three](/demand/uk/brands/three-uk)
- [Vodafone](/demand/uk/brands/vodafone-uk)
- [VOXI](/demand/uk/brands/voxi)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among mobile networks in the United Kingdom?

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.

## Cite this page

Brandwave. "Mobile networks in the United Kingdom: Which are searched most?". https://gobrandwave.com/demand/uk/categories/uk-mobile-networks

This page is also available as HTML at https://gobrandwave.com/demand/uk/categories/uk-mobile-networks. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.