Cubitts vs Glasses Direct:Which is more popular?
In September 2026, Glasses Direct had more branded searches than Cubitts among opticians in the United Kingdom. Glasses Direct had about 165,000 branded searches, while Cubitts had 18,100. Glasses Direct made up 10.5% of all optician searches we track, and Cubitts accounted for 1.1%. When we asked ChatGPT and Google AI Overviews about opticians, Glasses Direct appeared in three of the four answers and Cubitts in two. Glasses Direct was mentioned before Cubitts in three out of four answers.
Who do people search for more?
Glasses Direct, about 9 searches for every 1 for Cubitts
Who does AI mention more?
Glasses Direct, mentioned in 3 of 4 answers, Cubitts in 2
Who does AI recommend more?
Glasses Direct, named ahead of Cubitts in 3 of 4 answers
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Top opticians in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Glasses Direct was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Cubitts was mentioned in two out of four: in two of the three ChatGPT answers, but not in the Google AI Overview. Glasses Direct was listed before Cubitts in three out of four answers.
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.
Specsavers4 of 4Named in 3 of 3 ChatGPT answersNamed in 1 of 1 Google answers- Glasses Direct3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
SelectSpecs3 of 4Named in 2 of 3 ChatGPT answersNamed in 1 of 1 Google answers
Vision Express2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Boots2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Cubitts2 of 4Named in 2 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Optical Express0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
Bloobloom0 of 4Named in 0 of 3 ChatGPT answersNamed in 0 of 1 Google answers
See every answer about opticians
4 answers
Asked ChatGPT
“Where should I buy glasses in the UK?”
Asked ChatGPT
“What are the best opticians in the UK?”
Asked ChatGPT
“What's the best place to buy prescription glasses online in the UK?”
Searched Google, AI Overview
“opticians”
Google showed no AI Overview for this search.
Searched Google, AI Overview
“glasses online”
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 Cubitts or Glasses Direct more popular in search?
This chart shows how often people search Google for Cubitts and Glasses Direct by name. Each line represents a brand's share of searches for all eight optician brands we track, month by month, from searches in United Kingdom.
Share of searches by month for Glasses Direct, Cubitts. The figures are in the table below the chart.
View monthly share of searches table
| Month | Specsavers | Vision Express | Boots | Glasses Direct | SelectSpecs | Cubitts | Optical Express | Bloobloom |
|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 52.9% | 15.9% | 15.8% | 8.7% | 3.2% | 1.4% | 1.4% | 0.64% |
| Nov 2025 | 52.9% | 15.9% | 15.8% | 8.7% | 3.2% | 1.4% | 1.4% | 0.64% |
| Dec 2025 | 52.9% | 15.8% | 15.8% | 8.6% | 3.2% | 1.4% | 1.4% | 0.78% |
| Jan 2026 | 53.4% | 16.1% | 16.1% | 8.8% | 2.6% | 1.2% | 1.2% | 0.65% |
| Feb 2026 | 50.4% | 18.5% | 15.1% | 10.1% | 2.5% | 1.4% | 1.4% | 0.74% |
| Mar 2026 | 55% | 16.6% | 13.5% | 9.1% | 2.7% | 1.2% | 1.2% | 0.67% |
| Apr 2026 | 50.3% | 18.4% | 15% | 10.1% | 2.5% | 1.7% | 1.4% | 0.74% |
| May 2026 | 50.4% | 18.5% | 15.1% | 10.1% | 2.5% | 1.4% | 1.4% | 0.74% |
| Jun 2026 | 52.4% | 15.7% | 15.7% | 10.5% | 2.6% | 1.4% | 1.2% | 0.63% |
| Jul 2026 | 51.3% | 15.4% | 15.3% | 10.3% | 4.6% | 1.4% | 1.1% | 0.62% |
| Aug 2026 | 48.9% | 17.9% | 17.9% | 9.8% | 2.4% | 1.3% | 1.1% | 0.72% |
| Sep 2026 | 52.2% | 15.6% | 15.6% | 10.5% | 3.1% | 1.1% | 1.1% | 0.63% |
How has the Cubitts and Glasses Direct comparison changed over the last 12 months?
3 findings
- Glasses Direct was ahead of Cubitts in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Cubitts’ share of searches among opticians in the United Kingdom moved from 1.4% to 1.1%, and its estimated monthly branded searches moved from 22.2K to 18.1K.
- Across the 12 months ending September 2026, Glasses Direct’s share of searches among opticians in the United Kingdom moved from 8.7% to 10.5%, and its estimated monthly branded searches moved from 135K to 165K.
How did search popularity change for United Kingdom opticians in September 2026?
2 changes
In September 2026, Glasses Direct gained share of searches among opticians in the United Kingdom, from 9.8% to 10.5%.
Estimated monthly branded searches for Cubitts in the United Kingdom fell 18.5% over 12 measured months, from 22.2K to 18.1K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Cubitts’ and Glasses Direct’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.
Cubitts
1 branded search term
- cubitts
Glasses Direct
1 branded search term
- glasses direct
Other head-to-heads among opticians
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