Nothing vs Xiaomi:Which is more popular?
In September 2026, Nothing had more branded searches than Xiaomi among smartphone brands in the United Kingdom. Nothing had about 74,000 branded searches, while Xiaomi had 12,100. Nothing made up 7% of all smartphone brand searches we track, and Xiaomi accounted for 1.1%. When we asked ChatGPT and Google AI Overviews about smartphone brands, Nothing appeared in two of the five answers and Xiaomi in one. Nothing and Xiaomi were each mentioned first in one of the two answers that named either.
Who do people search for more?
Nothing, about 6 searches for every 1 for Xiaomi
Who does AI mention more?
Nothing, mentioned in 2 of 5 answers, Xiaomi in 1
Who does AI recommend more?
Each is named first in 1 of 2 answers.
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Top smartphone brands in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Nothing was mentioned in two out of five: in two of the three ChatGPT answers, but not in either of the two Google AI Overviews. Xiaomi was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. Nothing and Xiaomi were each listed first in one of the two answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Samsung Galaxy1st
Google Pixel2nd
Apple iPhone3rd
Motorola4th- Nothing5th
Xiaomi6th
OnePlus7th
OPPO8th
HONOR–
Sony–- +1 more
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Apple iPhone5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Samsung Galaxy5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- Google Pixel4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Nothing2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Motorola2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- OnePlus1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- OPPO1 of 5Named in 0 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Xiaomi1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- HONOR0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Sony0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about smartphone brands
5 answers
Asked ChatGPT
“Which phone should I buy in the UK?”
Asked ChatGPT
“What are the best smartphone brands?”
Asked ChatGPT
“What is the best phone for the money?”
Searched Google, AI Overview
“smartphone”
Searched Google, AI Overview
“best phone”
Brands are shown in the order each answer named them. The survey took place in United Kingdom on October 26, 2026.
Is Nothing or Xiaomi more popular in search?
This chart shows how often people search Google for Nothing and Xiaomi by name. Each line represents a brand's share of searches for all 11 smartphone brands we track, month by month, from searches in United Kingdom.
Share of searches by month for Nothing, Xiaomi. The figures are in the table below the chart.
View monthly share of searches table
| Month | Apple iPhone | Google Pixel | Samsung Galaxy | Nothing | OnePlus | HONOR | OPPO | Sony | Xiaomi | Motorola | vivo |
|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 46.5% | 12.3% | 15.2% | 7.6% | 8.5% | 2.8% | 1.5% | 2.3% | 1.9% | 1% | 0.45% |
| Nov 2025 | 47% | 14.8% | 15.3% | 6.3% | 8.3% | 2.8% | 1.3% | 1.5% | 1.3% | 1% | 0.31% |
| Dec 2025 | 51.7% | 13.3% | 13.8% | 7% | 6.2% | 2.5% | 1.1% | 1.7% | 1.1% | 1.1% | 0.34% |
| Jan 2026 | 48.1% | 12.5% | 13.1% | 9.7% | 7% | 3.5% | 1.3% | 1.9% | 1.3% | 1.1% | 0.38% |
| Feb 2026 | 49.4% | 12.9% | 13.2% | 9.9% | 5.9% | 3% | 1.3% | 2% | 0.89% | 1.1% | 0.39% |
| Mar 2026 | 50.7% | 13.4% | 11.3% | 10.2% | 7.2% | 2.5% | 1.1% | 1.4% | 0.91% | 0.91% | 0.33% |
| Apr 2026 | 55.7% | 12% | 10.2% | 9.2% | 5.5% | 2.2% | 1.2% | 1.8% | 0.82% | 1% | 0.36% |
| May 2026 | 55.1% | 11.7% | 10% | 9.1% | 5.4% | 2.7% | 1.2% | 2.2% | 1.2% | 0.99% | 0.36% |
| Jun 2026 | 53.4% | 13.9% | 9.7% | 10.7% | 4.4% | 2.6% | 1.2% | 1.4% | 1.2% | 1.2% | 0.28% |
| Jul 2026 | 51.3% | 13.4% | 11.4% | 10.3% | 5.7% | 2.5% | 1.4% | 1.4% | 1.1% | 1.1% | 0.26% |
| Aug 2026 | 53.6% | 16.9% | 9.8% | 8.8% | 3.6% | 2.2% | 1.2% | 1.8% | 0.97% | 0.97% | 0.29% |
| Sep 2026 | 63.3% | 10.9% | 9.4% | 7% | 2.9% | 2.1% | 1.1% | 1.1% | 1.1% | 0.76% | 0.27% |
How has the Nothing and Xiaomi comparison changed over the last 12 months?
3 findings
- Nothing was ahead of Xiaomi in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Nothing’s share of searches among smartphone brands in the United Kingdom moved from 7.6% to 7%, and its estimated monthly branded searches moved from 49.5K to 74K.
- Across the 12 months ending September 2026, Xiaomi’s share of searches among smartphone brands in the United Kingdom moved from 1.9% to 1.1%, and its estimated monthly branded searches held steady at 12.1K.
How did search popularity change for United Kingdom smartphone brands in September 2026?
2 changes
In September 2026, Nothing lost share of searches among smartphone brands in the United Kingdom, from 8.8% to 7%.
In September 2026, Xiaomi rose from 10th to 9th among smartphone brands in the United Kingdom.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Nothing’s and Xiaomi’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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