Glasses Direct vs Specsavers:Which is more popular?
In September 2026, Specsavers had more branded searches than Glasses Direct among opticians in the United Kingdom. Specsavers had about 823,000 branded searches, while Glasses Direct had 165,000. Specsavers made up 52.2% of all optician searches we track, and Glasses Direct accounted for 10.5%. When we asked ChatGPT and Google AI Overviews about opticians, Specsavers appeared in all four answers and Glasses Direct in three. Glasses Direct and Specsavers were each mentioned first in two of the four answers.
Who do people search for more?
Specsavers, about 5 searches for every 1 for Glasses Direct
Who does AI mention more?
Specsavers, mentioned in every answer we collected
Who does AI recommend more?
Each is named first in 2 of 4 answers.
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Top opticians in ChatGPT and Google AI Overviews
In three ChatGPT questions and one Google AI Overview, Specsavers appeared in all four answers. Glasses Direct was mentioned in three out of four: in two of the three ChatGPT answers and in the Google AI Overview. Glasses Direct and Specsavers were each listed first in two of the 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 Glasses Direct or Specsavers more popular in search?
This chart shows how often people search Google for Glasses Direct and Specsavers 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 Specsavers, Glasses Direct. 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 Glasses Direct and Specsavers comparison changed over the last 12 months?
3 findings
- Specsavers was ahead of Glasses Direct in every measured month of the 12 months ending September 2026.
- 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.
- Across the 12 months ending September 2026, Specsavers’ share of searches among opticians in the United Kingdom moved from 52.9% to 52.2%, and its estimated monthly branded searches held steady at 823K.
How did search popularity change for United Kingdom opticians in September 2026?
2 changes
In September 2026, Specsavers gained share of searches among opticians in the United Kingdom, from 48.9% to 52.2%.
In September 2026, Glasses Direct gained share of searches among opticians in the United Kingdom, from 9.8% to 10.5%.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Glasses Direct’s and Specsavers’ 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.
Glasses Direct
1 branded search term
- glasses direct
Specsavers
1 branded search term
- specsavers
Other head-to-heads among opticians
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