Brandwave

iD Mobile vs Tesco Mobile:Which is more popular?

In September 2026, Tesco Mobile had more branded searches than iD Mobile among mobile networks in the United Kingdom. Tesco Mobile had about 550,000 branded searches, while iD Mobile had 301,000. Tesco Mobile made up 11.9% of all mobile network searches we track, and iD Mobile accounted for 6.5%. When we asked ChatGPT and Google AI Overviews about mobile networks, iD Mobile and Tesco Mobile each appeared in three of the five answers. iD Mobile was mentioned before Tesco Mobile in three out of four answers that named either.

Among mobile networks in the United Kingdom in September 2026

Who do people search for more?

Tesco Mobile, about 83% more searches than iD Mobile

Tesco Mobile 550K searchesiD Mobile 301K searches

Who does AI mention more?

Both were mentioned in 3 of 5 answers.

iD Mobile in 3 of 5Tesco Mobile in 3 of 5

Who does AI recommend more?

iD Mobile, named ahead of Tesco Mobile in 3 of 4 answers

iD Mobile first in 3Tesco Mobile first in 1

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Top mobile networks in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, iD Mobile and Tesco Mobile were each mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. iD Mobile was listed before Tesco Mobile in three out of four answers that named either.

Most recommended by AI

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

  1. Vodafone1st
  2. EE2nd
  3. Three3rd
  4. O24th
  5. SMARTY5th
  6. Lebara6th
  7. iD Mobile7th
  8. giffgaff8th
  9. Lyca Mobile9th
  10. +1 more
  11. Tesco Mobile11th
  12. +1 more

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

+2 more

See every answer about mobile networks

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 22, 2026.

Is iD Mobile or Tesco Mobile more popular in search?

This chart shows how often people search Google for iD Mobile and Tesco Mobile 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.

iD Mobile and Tesco Mobile among mobile networks in the United Kingdom, by month

Share of searches by month for Tesco Mobile, iD Mobile. The figures are in the table below the chart.

View monthly share of searches table
MonthEEgiffgaffTesco MobileVodafoneO2SkyiD MobileVOXILebaraThreeLyca MobileSMARTY
Oct 202518.7%10%12.2%22.1%10.4%5.4%5.4%5.4%4.5%2.2%3%0.6%
Nov 202519.4%12.5%15.3%12.5%12.9%5.6%6.8%4.6%4.6%2.7%2.5%0.62%
Dec 202519.9%12.8%15.7%12.8%10.8%5.7%5.7%4.7%4.7%3.2%3.1%0.77%
Jan 202623%12.3%12.3%12.3%10.4%5.5%6.7%4.5%5.5%3.1%3.7%0.9%
Feb 202621.7%14%14%11.5%9.8%5.1%6.3%5.1%5.1%3%3.4%1%
Mar 202620.6%10.9%13.3%13.3%11.3%6%7.3%4.9%4.9%3.3%3.3%0.98%
Apr 202621.6%11.4%14%14%9.7%5.1%6.2%5.1%5.1%2.9%3.4%1.5%
May 202618.1%14.1%14.1%14.1%9.8%5.2%6.3%5.2%5.2%2.9%3.5%1.6%
Jun 202618.7%14.4%11.8%14.4%9.9%5.3%6.4%5.3%5.3%3.1%4.3%1.3%
Jul 202618.6%14.5%11.9%14.5%10.1%5.3%6.5%5.3%5.3%3.1%3.6%1.3%
Aug 202620.4%13%13%13%9%7.1%7.1%4.7%4.7%3.2%3.2%1.4%
Sep 202622.6%11.9%11.9%11.9%10.2%8%6.5%5.3%4.4%3%2.9%1.3%

How has the iD Mobile and Tesco Mobile comparison changed over the last 12 months?

3 findings

How did search popularity change for United Kingdom mobile networks in September 2026?

3 changes

  1. In September 2026, Sky overtook iD Mobile to rank 6th among mobile networks in the United Kingdom, with 8% of the searches.

  2. In September 2026, Tesco Mobile lost share of searches among mobile networks in the United Kingdom, from 13% to 11.9%.

  3. In September 2026, iD Mobile lost share of searches among mobile networks in the United Kingdom, from 7.1% to 6.5%.

How are branded searches counted?

2 search terms

Brandwave collects information about searches that people make online using iD Mobile’s and Tesco Mobile’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.

iD Mobile

1 branded search term

  • id mobile

Tesco Mobile

1 branded search term

  • tesco mobile

How the Brand Demand Index is measured

Other head-to-heads among mobile networks

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