Lebara vs SMARTY:Which is more popular?
In September 2026, Lebara had more branded searches than SMARTY among mobile networks in the United Kingdom. Lebara had about 201,000 branded searches, while SMARTY had 60,500. Lebara made up 4.4% of all mobile network searches we track, and SMARTY accounted for 1.3%. When we asked ChatGPT and Google AI Overviews about mobile networks, Lebara and SMARTY each appeared in three of the five answers. SMARTY was mentioned before Lebara in three out of four answers that named either.
Who do people search for more?
Lebara, about 3 searches for every 1 for SMARTY
Who does AI mention more?
Both were mentioned in 3 of 5 answers.
Who does AI recommend more?
SMARTY, named ahead of Lebara 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, Lebara was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. SMARTY was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. SMARTY was listed before Lebara 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 Lebara or SMARTY more popular in search?
This chart shows how often people search Google for Lebara and SMARTY 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 Lebara, SMARTY. 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 Lebara and SMARTY comparison changed over the last 12 months?
3 findings
- Lebara was ahead of SMARTY in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Lebara’s share of searches among mobile networks in the United Kingdom moved from 4.5% to 4.4%, and its estimated monthly branded searches moved from 246K to 201K.
- Across the 12 months ending September 2026, SMARTY’s share of searches among mobile networks in the United Kingdom moved from 0.6% to 1.3%, and its estimated monthly branded searches moved from 33.1K to 60.5K.
How did search popularity change for United Kingdom mobile networks in September 2026?
3 changes
In September 2026, VOXI overtook Lebara to rank 8th among mobile networks in the United Kingdom, with 5.3% of the searches.
Estimated monthly branded searches for SMARTY in the United Kingdom rose 82.8% over 12 measured months, from 33.1K to 60.5K in September 2026.
Estimated monthly branded searches for Lebara in the United Kingdom fell 18.3% over 12 measured months, from 246K to 201K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Lebara’s and SMARTY’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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