giffgaff vs O2:Which is more popular?
In September 2026, giffgaff had more branded searches than O2 among mobile networks in the United Kingdom. giffgaff had about 550,000 branded searches, while O2 had 468,000. giffgaff made up 11.9% of all mobile network searches we track, and O2 accounted for 10.2%. When we asked ChatGPT and Google AI Overviews about mobile networks, giffgaff and O2 each appeared in three of the five answers. O2 was mentioned before giffgaff in every answer that named either.
Who do people search for more?
giffgaff, about 17% more searches than O2
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
O2, named ahead of giffgaff in 3 of 3 answers
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Top mobile networks in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, giffgaff and O2 were each mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. O2 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 giffgaff or O2 more popular in search?
This chart shows how often people search Google for giffgaff and O2 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 giffgaff, O2. 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 giffgaff and O2 comparison changed over the last 12 months?
3 findings
- The lead changed hands 3 times in the 12 months ending September 2026: giffgaff took it in December 2025, O2 took it in March 2026, giffgaff took it in April 2026.
- 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.
- Across the 12 months ending September 2026, O2’s share of searches among mobile networks in the United Kingdom moved from 10.4% to 10.2%, and its estimated monthly branded searches moved from 577K to 468K.
How did search popularity change for United Kingdom mobile networks in September 2026?
2 changes
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%.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using giffgaff’s and O2’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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