EE vs giffgaff:Which is more popular?
In September 2026, EE had more branded searches than giffgaff among mobile networks in the United Kingdom. EE had about 1 million branded searches, while giffgaff had 550,000. EE made up 22.6% of all mobile network searches we track, and giffgaff accounted for 11.9%. When we asked ChatGPT and Google AI Overviews about mobile networks, EE appeared in four of the five answers and giffgaff in three. EE was mentioned before giffgaff in every answer that named either.
Who do people search for more?
EE, about 89% more searches than giffgaff
Who does AI mention more?
EE, mentioned in 4 of 5 answers, giffgaff in 3
Who does AI recommend more?
EE, named ahead of giffgaff in 4 of 4 answers
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Top mobile networks in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, EE was mentioned in four out of five: in two of the three ChatGPT answers and in both Google AI Overviews. giffgaff was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. EE was listed before giffgaff in every answer that named either.
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.
Is EE or giffgaff more popular in search?
This chart shows how often people search Google for EE and giffgaff 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. 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% |
How has the EE and giffgaff comparison changed over the last 12 months?
3 findings
- EE was ahead of giffgaff in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, EE’s share of searches among mobile networks in the United Kingdom moved from 18.7% to 22.6%, and its estimated monthly branded searches held steady at 1M.
- Across the 12 months ending September 2026, giffgaff’s share of searches among mobile networks in the United Kingdom moved from 10% to 11.9%, and its estimated monthly branded searches held steady at 550K.
How did search popularity change for United Kingdom mobile networks in September 2026?
2 changes
In September 2026, EE gained share of searches among mobile networks in the United Kingdom, from 20.4% to 22.6%.
In September 2026, giffgaff lost share of searches among mobile networks in the United Kingdom, from 13% to 11.9%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using EE’s and giffgaff’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Other head-to-heads among mobile networks
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