iD Mobile vs Three:Which is more popular?
In September 2026, iD Mobile had more branded searches than Three among mobile networks in the United Kingdom. iD Mobile had about 301,000 branded searches, while Three had 137,000. iD Mobile made up 6.5% of all mobile network searches we track, and Three accounted for 3%. When we asked ChatGPT and Google AI Overviews about mobile networks, Three appeared in four of the five answers and iD Mobile in three. Three was mentioned before iD Mobile in three out of four answers that named either.
Who do people search for more?
iD Mobile, about 2 searches for every 1 for Three
Who does AI mention more?
Three, mentioned in 4 of 5 answers, iD Mobile in 3
Who does AI recommend more?
Three, named ahead of iD Mobile in 3 of 4 answers
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Top mobile networks in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Three was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. iD Mobile was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Three was listed before iD 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.
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 iD Mobile or Three more popular in search?
This chart shows how often people search Google for iD Mobile and Three 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 iD Mobile, Three. 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 iD Mobile and Three comparison changed over the last 12 months?
3 findings
- iD Mobile was ahead of Three in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, iD Mobile’s share of searches among mobile networks in the United Kingdom moved from 5.4% to 6.5%, and its estimated monthly branded searches held steady at 301K.
- Across the 12 months ending September 2026, Three’s share of searches among mobile networks in the United Kingdom moved from 2.2% to 3%, and its estimated monthly branded searches moved from 124K to 137K.
How did search popularity change for United Kingdom mobile networks in September 2026?
3 changes
In September 2026, Sky overtook iD Mobile to rank 6th among mobile networks in the United Kingdom, with 8% of the searches.
In September 2026, iD Mobile lost share of searches among mobile networks in the United Kingdom, from 7.1% to 6.5%.
Estimated monthly branded searches for Three in the United Kingdom rose 10.9% over 12 measured months, from 124K to 137K in September 2026.
How are branded searches counted?
3 search terms
Brandwave collects information about searches that people make online using iD Mobile’s and Three’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.
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