--- title: "IDShield vs LifeLock: Which is searched more in the United States?" description: "Is IDShield or LifeLock more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Identity protection services set in the United States. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/us/compare/idshield-vs-lifelock" publisher: "Brandwave" --- # IDShield vs LifeLock: Which is searched more in the United States? Is IDShield or LifeLock more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Identity protection services set in the United States. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Compared**: IDShield and LifeLock - **Competitive set**: Identity protection services - **Market**: United States - **Month measured**: Sep 2026 - **IDShield Share of Search**: 1.3% - **LifeLock Share of Search**: 89.7% ## Is IDShield or LifeLock more popular in search? - In September 2026, LifeLock had more branded searches than IDShield among identity protection services in the United States. LifeLock had about 135,000 branded searches, while IDShield had 1,900. LifeLock made up 89.7% of all identity protection service searches we track, and IDShield accounted for 1.3%. - LifeLock was ahead of IDShield in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, IDShield’s share of searches among identity protection services in the United States moved from 1.5% to 1.3%, and its estimated monthly branded searches moved from 2.4K to 1.9K. - Across the 12 months ending September 2026, LifeLock’s share of searches among identity protection services in the United States moved from 86.4% to 89.7%, and its estimated monthly branded searches held steady at 135K. ## Top identity protection services in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, LifeLock appeared in all five answers. IDShield was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. LifeLock was listed before IDShield in every answer. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | Aura | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | LifeLock | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | IdentityForce | 3rd | 3 of 3 | 1 of 2 | 4 of 5 | | PrivacyGuard | 4th | 0 of 3 | 1 of 2 | 1 of 5 | | IDShield | 5th | 1 of 3 | 1 of 2 | 2 of 5 | | Identity Guard | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | | Complete ID | Not ranked | 0 of 3 | 0 of 2 | 0 of 5 | ## Every AI answer about identity protection services - Asked ChatGPT "Which identity protection service should I use in the US?": 1. Aura, 2. LifeLock, 3. IdentityForce - Asked ChatGPT "What are the best identity protection services in the US?": 1. Aura, 2. LifeLock, 3. IdentityForce, 4. IDShield - Asked ChatGPT "What's the best identity protection service in the US for identity theft protection?": 1. Aura, 2. LifeLock, 3. IdentityForce - Searched Google, AI Overview "identity theft protection": 1. LifeLock, 2. Aura, 3. IdentityForce, 4. IDShield - Searched Google, AI Overview "credit monitoring service": 1. PrivacyGuard, 2. LifeLock, 3. Aura Not named in any answer: Identity Guard and Complete ID. Brands are listed in the order each answer named them. The answers were collected in United States on October 19, 2026. ## How did search popularity change for United States identity protection services in September 2026? - Estimated monthly branded searches for IDShield in the United States fell 20.8% over 12 measured months, from 2.4K to 1.9K in September 2026. ## Month by month | Month | IDShield estimated searches | IDShield Share of Search | IDShield rank | LifeLock estimated searches | LifeLock Share of Search | LifeLock rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 2.4K | 1.5% | 4 | 135K | 86.4% | 1 | | Nov 2025 | 2.9K | 1.9% | 4 | 135K | 87.9% | 1 | | Dec 2025 | 1.9K | 1.2% | 5 | 135K | 86.7% | 1 | | Jan 2026 | 2.9K | 1.8% | 4 | 135K | 85.6% | 1 | | Feb 2026 | 2.4K | 1.6% | 4 | 135K | 87.9% | 1 | | Mar 2026 | 2.4K | 1.3% | 4 | 165K | 90% | 1 | | Apr 2026 | 1.9K | 1.3% | 4 | 135K | 89% | 1 | | May 2026 | 1.9K | 1.5% | 4 | 110K | 87.1% | 1 | | Jun 2026 | 1.6K | 1.3% | 4 | 110K | 88% | 1 | | Jul 2026 | 2.4K | 1.9% | 4 | 110K | 87.2% | 1 | | Aug 2026 | 2.4K | 1.6% | 4 | 135K | 89.4% | 1 | | Sep 2026 | 1.9K | 1.3% | 4 | 135K | 89.7% | 1 | ## How each brand is measured Brandwave collects information about searches that people make online using IDShield’s and LifeLock’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. - **IDShield**: Measured on the search term “idshield”. - **LifeLock**: Measured on the search term “lifelock”. - [IDShield profile](/demand/us/brands/idshield) - [LifeLock profile](/demand/us/brands/lifelock) - [All identity protection services in the United States](/demand/us/categories/us-identity-protection-services): The set both shares are measured inside, 7 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is IDShield or LifeLock more popular in search? In September 2026, LifeLock had more branded searches than IDShield among identity protection services in the United States. LifeLock had about 135,000 branded searches, while IDShield had 1,900. LifeLock made up 89.7% of all identity protection service searches we track, and IDShield accounted for 1.3%. ## Cite this page Brandwave. "IDShield vs LifeLock: Which is searched more in the United States?". https://gobrandwave.com/demand/us/compare/idshield-vs-lifelock This page is also available as HTML at https://gobrandwave.com/demand/us/compare/idshield-vs-lifelock. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.