Brandwave

Back Market vs giffgaff:Which is more popular?

In September 2026, Back Market had more branded searches than giffgaff among refurbished phone retailers in the United Kingdom. Back Market had about 550,000 branded searches, while giffgaff had 9,900. Back Market made up 76.8% of all refurbished phone retailer searches we track, and giffgaff accounted for 1.4%. When we asked ChatGPT and Google AI Overviews about refurbished phone retailers, Back Market appeared in four of the five answers and giffgaff in three. Back Market was mentioned before giffgaff in three out of four answers.

Among refurbished phone retailers in the United Kingdom in September 2026

Who do people search for more?

Back Market, about 56 searches for every 1 for giffgaff

Back Market 550K searchesgiffgaff 9.9K searches

Who does AI mention more?

Back Market, mentioned in 4 of 5 answers, giffgaff in 3

Back Market in 4 of 5giffgaff in 3 of 5

Who does AI recommend more?

Back Market, named ahead of giffgaff in 3 of 4 answers

Back Market first in 3giffgaff first in 1

Follow Back Market vs giffgaff and get free monthly updates on what changed

By continuing you'll get index updates and occasional product news from Brandwave. Unsubscribe any time. Privacy

Track your brand against a rival →

Top refurbished phone retailers in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Back Market 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 all three ChatGPT answers, but not in either of the two Google AI Overviews. Back Market was listed before giffgaff in three out of four answers.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Apple Certified Refurbished1st
  2. Back Market2nd
  3. giffgaff3rd
  4. Samsung4th
  5. musicMagpie–
  6. Envirofone–
  7. 4gadgets–

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Back Market4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Apple Certified Refurbished4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • giffgaff3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Samsung3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • musicMagpie1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Envirofone0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • 4gadgets0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about refurbished phone retailers

5 answers

Not named in any answer:

Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 27, 2026.

Is Back Market or giffgaff more popular in search?

This chart shows how often people search Google for Back Market and giffgaff by name. Each line represents a brand's share of searches for all seven refurbished phone retailers we track, month by month, from searches in United Kingdom.

Back Market and giffgaff among refurbished phone retailers in the United Kingdom, by month

Share of searches by month for Back Market, giffgaff. The figures are in the table below the chart.

View monthly share of searches table
MonthBack MarketApple Certified RefurbishedmusicMagpieEnvirofonegiffgaff4gadgetsSamsung
Oct 202578.6%11.5%5.8%2.1%1.2%0.63%0.23%
Nov 202579%11.3%5.8%1.7%1.4%0.52%0.19%
Dec 202581.7%9.6%4.9%1.8%1.2%0.54%0.15%
Jan 202677.8%11.2%7%2.1%1.1%0.62%0.17%
Feb 202677.8%11.2%7%2.1%1.1%0.61%0.19%
Mar 202676.8%13.6%5.7%2.1%1.1%0.61%0.17%
Apr 202678.8%11.4%5.8%2.1%1.2%0.63%0.18%
May 202680.6%9.5%5.9%1.8%1.5%0.52%0.18%
Jun 202680.5%9.6%5.9%1.8%1.4%0.52%0.18%
Jul 202678.9%11.4%5.8%1.7%1.4%0.51%0.23%
Aug 202679.2%11.4%5.8%1.7%1.2%0.42%0.19%
Sep 202676.8%13.6%5.7%2.1%1.4%0.4%0.18%

giffgaff sells other things too, so only its searches that name this product count here, like “giffgaff refurbished”.

How has the Back Market and giffgaff comparison changed over the last 12 months?

3 findings

How did search popularity change for United Kingdom refurbished phone retailers in September 2026?

2 changes

  1. In September 2026, Back Market lost share of searches among refurbished phone retailers in the United Kingdom, from 79.2% to 76.8%.

  2. Estimated monthly branded searches for giffgaff in the United Kingdom rose 50% over 12 measured months, from 6.6K to 9.9K in September 2026.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using Back Market’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.

Back Market

1 branded search term

  • back market

giffgaff

1 branded search term

  • giffgaff refurbished

How the Brand Demand Index is measured

Other head-to-heads among refurbished phone retailers

Creator with pink hair and a pink jacket

Put your own brand in this comparison

Brandwave tracks your branded demand next to the rival you actually watch, with your campaigns, spend and outcomes on the same timeline.

Start free