Why is the AUS Telecommunications Mobile Phone & Smart Phones February 2026 Report useful and how should I use it?

Why is the AUS Telecommunications Mobile Phone & Smart Phones February 2026 Report useful? Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance. Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that. How to use the AUS Telecommunications Mobile Phone & Smart Phones February 2026 Report Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.

How often is the data updated?

Data within the AUS Telecommunications Mobile Phone & Smart Phones February 2026 Report is aggregated every month, highlighting the most significant changes from the previous period.

How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google. On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more. We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.

Does this include mobile, desktop and Google Shopping data?

Yes. The AUS Telecommunications Mobile Phone & Smart Phones February 2026 Report aggregates data from across both device types and Google Shopping.

Who is this AUS Telecommunications Mobile Phone & Smart Phones February 2026 Report for?

The AUS Telecommunications Mobile Phone & Smart Phones February 2026 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.

Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform. With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date. Learn more about Ask Arlo.

AUS Telecommunications Mobile Phone & Smart Phones - PPC Market Share Analysis February 2026

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the AUS Mobile Phone & Smart Phones category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Google AI Overview visibility for Telecommunications Mobile Phone & Smart Phones AUS

See how often AIOs appear and how search intent is distributed across buying signals.

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AIO Frequency

How often a Google AI overview appears on search terms relevant to this category.

Frequency	Percentage
Frequency	24.6942775007
	75.3057224993

24%

Complex Query Frequency

A complex query is a longer, more detailed search that often contains multiple keywords, specific conditions, or multi-part questions.

Frequency	Percentage
Frequency	42
	58

42%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent	Distribution
Investigational	15%
Transactional	25%
Navigational	7%
Seasonal	0%
Local	1%
Problem Solving	3%

Market Exposure

Share of Clicks for top 10 AUS Telecommunications Mobile Phone & Smart Phones brands

Here are the Top 10 competitors in the industry by Share of Clicks for the last month.

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Share of Clicks - Last month

Share of Clicks - Last month
Domain	Share of clicks
optus.com.au	18.6
telstra.com.au	16.5
amaysim.com.au	10.71
samsung.com	10.41
boost.com.au	7.08
kogan.com	4.18
reebelo.com.au	4.01
felixmobile.com.au	3.89
lycamobile.com.au	3.88
vodafone.com.au	3.39
others	17.35

optus.com.au - 18.6%
telstra.com.au - 16.5%
amaysim.com.au - 10.71%
samsung.com - 10.41%
boost.com.au - 7.08%
kogan.com - 4.18%
reebelo.com.au - 4.01%
felixmobile.com.au - 3.89%
lycamobile.com.au - 3.88%
vodafone.com.au - 3.39%
others - 17.35%

Optus leads with 18.6% click share, closely followed by Telstra at 16.5%. “Others” collectively hold 17.35%, showcasing diverse competition.

Market Exposure

Share of Spend for the top 10 AUS Telecommunications Mobile Phone & Smart Phones brands

Curious about your market position? Here you can see the Top 10 competitors in the industry by Share of Spend for the last month.

See more data

Share of Spend - Last Month

Share of Spend - Last Month
Date	optus.com.au	amaysim.com.au	telstra.com.au	felixmobile.com.au	samsung.com	lycamobile.com.au	vodafone.com.au	kogan.com	finder.com.au	reebelo.com.au
2026/02/01	15.51%	10.96%	12.24%	7.49%	1.47%	8.09%	0.41%	10.72%	4.84%	4.27%
2026/02/02	16.44%	8.81%	11.98%	9.24%	1.69%	6.48%	5.59%	9.05%	3.42%	4.37%
2026/02/03	17.69%	12.33%	10.14%	7.74%	1.16%	4.43%	5.06%	6.62%	6.11%	4.25%
2026/02/04	16.13%	11.37%	12.34%	9.82%	3.47%	5.64%	9.38%	6.89%	3.18%	3.8%
2026/02/05	17.13%	11.46%	9.97%	10.13%	4.23%	4.95%	8.7%	6.38%	3.26%	3.1%
2026/02/06	18.09%	9.62%	10.05%	8.92%	5.69%	6.09%	9.63%	6.49%	1.92%	3.45%
2026/02/07	18.17%	8.93%	9.88%	8.82%	4.79%	6.41%	9.64%	6.5%	2.49%	3.39%
2026/02/08	21.86%	10.19%	8.55%	8.77%	5.01%	5.89%	3.73%	6.85%	3.11%	4.62%
2026/02/09	16.08%	10.6%	9.75%	8.96%	4.66%	6.73%	6.71%	6.66%	3.06%	4.84%
2026/02/10	15.64%	11.06%	10.06%	9.39%	4.61%	6.88%	10.34%	5.79%	3.3%	3.29%
2026/02/11	15.26%	8.16%	9.25%	7.57%	5.07%	7.28%	11.32%	7.08%	2.98%	4.9%
2026/02/12	16.42%	9.26%	8.15%	8.82%	4.55%	5.76%	11.81%	6.24%	3.88%	4.03%
2026/02/13	18.07%	9.6%	10.03%	8.92%	5.68%	6.07%	9.62%	6.48%	1.92%	3.44%
2026/02/14	18.16%	8.92%	9.87%	8.81%	4.8%	6.42%	9.63%	6.49%	2.49%	3.4%
2026/02/15	21.85%	10.19%	8.54%	8.76%	5.02%	5.88%	3.73%	6.85%	3.12%	4.62%
2026/02/16	16.06%	10.59%	9.74%	8.95%	4.67%	6.74%	6.7%	6.65%	3.06%	4.83%
2026/02/17	17.78%	7.47%	8.96%	8.09%	4.24%	6.23%	9.29%	4.67%	4.77%	2.21%
2026/02/18	19.79%	8.42%	9.14%	8.54%	4.72%	7.23%	3.84%	4.17%	4.4%	2.31%
2026/02/19	18.9%	8.31%	10.18%	9.61%	3.78%	8.06%	3.85%	4.47%	3.97%	3.92%
2026/02/20	19.62%	7.56%	8.69%	9.1%	6.24%	6.65%	5.91%	3.43%	3.88%	4.05%
2026/02/21	20.7%	8.35%	7.19%	10.34%	5.7%	6.56%	4.81%	3.59%	3.83%	3.25%
2026/02/22	21.72%	8.76%	7.94%	10.07%	4.36%	5.59%	6.4%	3.99%	4.32%	2.81%
2026/02/23	21.38%	8.33%	8.6%	10.67%	3.3%	6.56%	5.11%	4.07%	5.13%	3.11%
2026/02/24	19.57%	7.65%	9.43%	10.78%	3.37%	4.89%	4.45%	3.56%	6.19%	3.9%
2026/02/25	19.1%	8.66%	8.75%	11.27%	5.15%	5.82%	3.78%	3.64%	4.76%	3.25%
2026/02/26	19.25%	10.4%	8.87%	9.79%	7.16%	5.46%	4.74%	4.06%	4.66%	2.87%
2026/02/27	20.05%	11.37%	8.29%	8.46%	7.96%	7.84%	4.21%	3.69%	3.77%	2.91%
2026/02/28	20.75%	10.51%	9.25%	8.29%	6.96%	6.88%	4.62%	4.39%	3.69%	2.8%

optus.com.au
amaysim.com.au
telstra.com.au
felixmobile.com.au
samsung.com
lycamobile.com.au
vodafone.com.au
kogan.com
finder.com.au
reebelo.com.au

Optus led February with a steady rise, peaking mid-month. Amaysim fluctuated, ending strong. Telstra saw a dip, while Felix Mobile maintained stability. Samsung surged late, and Vodafone’s early spike waned.

Market Exposure

Competitor Count for AUS Telecommunications Mobile Phone & Smart Phones

Ever wondered how many competitors you’re up against in your industry? Well look no further, here we can see the number of advertisers bidding over the last month.

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Competitor Count - Last month

Competitor Count - Last month
Date	Competitor Count
2026/02/01	245
2026/02/02	252
2026/02/03	257
2026/02/04	214
2026/02/05	221
2026/02/06	220
2026/02/07	222
2026/02/08	223
2026/02/09	225
2026/02/10	225
2026/02/11	220
2026/02/12	214
2026/02/13	220
2026/02/14	222
2026/02/15	223
2026/02/16	225
2026/02/17	192
2026/02/18	184
2026/02/19	194
2026/02/20	191
2026/02/21	185
2026/02/22	181
2026/02/23	191
2026/02/24	191
2026/02/25	196
2026/02/26	191
2026/02/27	188
2026/02/28	186

February began with 245 advertisers, peaking at 257 by the 3rd. A decline followed, stabilizing mid-month around 225. The month ended with a dip to 186.

Campaign Efficiency

Market Loss & Market Gains for AUS Telecommunications Mobile Phone & Smart Phones

Here we’re looking at the Top 10 biggest industry movers by market share gains and losses for the last 30 days.

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Market Loss & Market Gains - Last month

Market Loss & Market Gains - Last month
Name	Market Trend
optus.com.au	2.2%
amaysim.com.au	1.41%
samsung.com	1.07%
amazon.com.au	0.59%
whistleout.com.au	0.45%
boost.com.au	-0.36%
reebelo.com.au	-0.93%
vodafone.com.au	-1.54%
kogan.com	-1.71%
telstra.com.au	-3.06%

Optus.com.au surged with a 2.20% click share increase, while telstra.com.au faced a 3.06% decline. Amaysim.com.au and samsung.com also saw positive growth, contrasting with declines for kogan.com and vodafone.com.au.

Campaign Efficiency

AUS Telecommunications Mobile Phone & Smart Phones Share of Impressions

Take a look at the Top 10 competitors in the industry by Share of Impressions over the last month.

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Date	optus.com.au	samsung.com	telstra.com.au	amaysim.com.au	kogan.com	reebelo.com.au	felixmobile.com.au	amazon.com.au	lycamobile.com.au	vodafone.com.au
2026/02/01	12.19%	1.78%	12.31%	8.88%	13.86%	9.84%	5.9%	3.91%	5.47%	0.29%
2026/02/02	13.59%	2.32%	12.94%	6.6%	11.04%	9.63%	6.41%	4.43%	3.94%	5.29%
2026/02/03	14.03%	1.82%	11.82%	9.71%	8.18%	10.96%	4.66%	4.94%	2.71%	4.15%
2026/02/04	12.96%	4.99%	13.66%	10.1%	8.4%	8.62%	6.53%	2.65%	3.53%	8.34%
2026/02/05	12.74%	5.96%	11.3%	10.56%	7.92%	7.96%	6.36%	2.45%	3.38%	7.38%
2026/02/06	13.62%	8.46%	11.07%	7.79%	8.03%	7.64%	5.98%	2.38%	3.74%	8.78%
2026/02/07	13.98%	6.99%	10.42%	7.78%	8.06%	8.26%	5.7%	3.44%	4%	8.8%
2026/02/08	16.6%	7.44%	9.18%	8.8%	8.75%	9.72%	5.37%	3.74%	3.67%	2.87%
2026/02/09	12.15%	7.03%	10.72%	8.88%	8.31%	9.72%	5.36%	4.2%	4.11%	6.32%
2026/02/10	12.21%	7.3%	11.27%	9.52%	7.06%	7.55%	5.96%	3.64%	4.49%	8.98%
2026/02/11	11.21%	7.88%	9.67%	7.64%	8.59%	9.13%	4.64%	3.46%	4.68%	9.43%
2026/02/12	12.06%	7%	8.98%	7.84%	8.18%	7.77%	5.6%	3.32%	3.92%	9.8%
2026/02/13	13.63%	8.45%	11.07%	7.79%	8.03%	7.63%	5.98%	2.38%	3.74%	8.78%
2026/02/14	13.99%	7%	10.43%	7.78%	8.06%	8.26%	5.69%	3.45%	4.01%	8.79%
2026/02/15	16.6%	7.44%	9.19%	8.8%	8.75%	9.73%	5.36%	3.74%	3.67%	2.87%
2026/02/16	12.15%	7.03%	10.72%	8.87%	8.32%	9.72%	5.37%	4.2%	4.11%	6.32%
2026/02/17	13.87%	6.43%	9.66%	6.53%	6.91%	5.59%	5.43%	6.71%	3.78%	8.26%
2026/02/18	14.89%	6.99%	9.59%	6.95%	6.27%	5.76%	5.83%	5.59%	4.84%	3.1%
2026/02/19	13.99%	5.71%	9.74%	6.97%	6.76%	7.81%	6.17%	5.6%	5.14%	3.57%
2026/02/20	14.66%	8.5%	8.11%	6.16%	6.46%	7.91%	5.65%	5.02%	4.11%	5.32%
2026/02/21	15.37%	8.54%	7.13%	6.65%	6.44%	7.64%	6.4%	5.57%	4.08%	3.5%
2026/02/22	16.42%	6.83%	8.18%	7.43%	6.09%	5.63%	6.42%	6.11%	3.87%	4.93%
2026/02/23	16.46%	5.18%	9.43%	6.91%	5.63%	7.05%	6.41%	6.37%	4.28%	4.04%
2026/02/24	15.39%	5.13%	9.75%	6.34%	5.5%	7.38%	7.67%	4.51%	3.22%	3.51%
2026/02/25	14.73%	7.64%	8.67%	7.03%	6.04%	6.59%	7.5%	4.27%	3.85%	3.01%
2026/02/26	14.02%	10.95%	9.45%	7.78%	6.29%	5.44%	7.13%	4.34%	3.58%	3.67%
2026/02/27	14.34%	12.01%	8.66%	8.78%	6.3%	6.25%	5.03%	5.78%	5.07%	3.67%
2026/02/28	15.58%	10.39%	10.04%	7.81%	7.3%	6.03%	5.11%	5.07%	4.31%	4.21%

optus.com.au
samsung.com
telstra.com.au
amaysim.com.au
kogan.com
reebelo.com.au
felixmobile.com.au
amazon.com.au
lycamobile.com.au
vodafone.com.au

In February 2026, Optus led with fluctuating impressions, peaking mid-month. Samsung surged late, while Telstra’s share dipped. Amaysim and Kogan showed steady patterns. Reebelo and Felixmobile had varied trends. Amazon and Lycamobile saw moderate changes. Vodafone’s impressions were inconsistent.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for AUS Telecommunications Mobile Phone & Smart Phones

Ever wondered how your rivals’ ads are doing? Here we can see the top-performing ads in the industry over the last month.

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Google Text Ad Copy Insights & Creative Trends for AUS Telecommunications Mobile Phone & Smart Phones - Last month

1
amaysim Mobile Plans https://www.amaysim.com.au › mobile › plans
Save with amaysim — Escape your pricey telco with up to 60% off selected SIM plans. Ts&Cs Apply. Get a deal now. Save on...
2
Best Mobile Plans on Telstra Network | February 2026 https://www.finder.com.au
Find a Cheap Mobile SIM Card. Use Our Table to Find More Data For Less.
3
Optus Special SIM Deal $40/mth | Switch to Optus Today https://www.optus.com.au › optus › geo_offer
Get 100GB For $40/m For First 12m With Optus. New Services. Available until withdrawn–T&Cs. Plus, You Get Unlimited Std National Calls & Texts. Fair Go Policy Applies. Learn More.
4
$39 Data Plan for just $13 | Explore Telstra Pre-Paid https://www.telstra.com.au
End of Summer Sale ends 23 Feb 2026. New services only. For use in Aus. T&Cs apply. Try...
5
Save $14/Mth and Get 60GB - With Our Small SIM-Only Plan https://www.vodafone.com.au
On a Small SIM Only or Handset plan for first 12 months, then $53/mth and 60GB. Ends 2/3.

In the competitive world of mobile plans, amaysim entices with up to 60% off, while Optus offers 100GB for $40/month. Telstra’s $39 plan drops to $13, and Vodafone provides a $14/month saving. Finder.com.au guides users to the best Telstra network deals.

Frequently Asked Questions

Why is the AUS Telecommunications Mobile Phone & Smart Phones February 2026 Report useful and how should I use it?

Why is the AUS Telecommunications Mobile Phone & Smart Phones February 2026 Report useful?

Imagine being able to instantly see your competitors Market Share, Share of Spend and their top performing ad copy so you can effectively benchmark your own performance.

Adthena’s PPC Market Share reports provide an instant view of performance insights across hundreds of sub-industries – so you can do just that.

How to use the AUS Telecommunications Mobile Phone & Smart Phones February 2026 Report
Think of these reports as a cheat sheet for your industry’s search landscape. Check out this short article for a breakdown of each report and how they can benefit your strategy.
How often is the data updated?

Data within the AUS Telecommunications Mobile Phone & Smart Phones February 2026 Report is aggregated every month, highlighting the most significant changes from the previous period.
How does Adthena collect this data?

We use observed data from Google’s search results pages. With 20 million Google SERPs indexed per day. Adthena forms a global index of publicly available searches on Google.

On top of observed data, our data science models and patented technology expand on the insights through estimated metrics like market share, share of spend, and more.

We have 12 years of historical data across industries and our custom-built AI models learn from continuously updated data every day.
How accurate is the AUS Telecommunications Mobile Phone & Smart Phones February 2026 Report?

The AUS Telecommunications Mobile Phone & Smart Phones February 2026 Report is powered by Adthena’s Whole Market View, which is the patented technology that drives value for our 300 enterprise customers.

Our unique approach to search intelligence ingests Google’s Keyword Planner into its learning models, providing a more accurate and up-to-date view of keyword data compared to traditional panel data methods.

With daily data collection and updates, Adthena offers a closer-to-real-time view of the Google Ads auction, enabling timely insights and adjustments.

Adthena focuses specifically on Google Ads, providing a deep dive into the channel and offering detailed insights into its workings. By processing 10 TB of new data daily and employing AI and machine learning models to analyze millions of Google Ads searches per second, Adthena provides a comprehensive and in-depth view of the competitive landscape.

Learn more about our data.

Learn more about our data accuracy
Does this include mobile, desktop and Google Shopping data?

Yes. The AUS Telecommunications Mobile Phone & Smart Phones February 2026 Report aggregates data from across both device types and Google Shopping.
Who is this AUS Telecommunications Mobile Phone & Smart Phones February 2026 Report for?

The AUS Telecommunications Mobile Phone & Smart Phones February 2026 Report is for enterprise brands and agencies who want quick and high-level, historical benchmarks that are easily digestible and reveal insights, trends and market winners relevant to their own industry.
Can I get a custom report for my brand?

Our search consultants can introduce you to data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the geographies that need monitoring.

Complete the form below to get started.
What is Ask Arlo?

Ask Arlo leverages real-time GenAI to answer customers’ questions about their own search data and receive instant, tailored responses and reports directly within the Adthena platform.

With millions of Google SERPs indexed every day, Arlo never misses a trick and makes sure you’re always up to date.

Learn more about Ask Arlo.

Customer Success Stories

Vodafone case study: Driving click share and sales with strategic insights from Adthena

Vodafone used Adthena data to optimize results from the launch of the Samsung S22 product. Combining Adthena’s Strategic Insights with Google Smart Bidding, Vodafone was able to maintain a flexible strategy that leveraged both manual and automated bidding. Leveraging Adthena’s Search Term Opportunities report also allowed Vodafone to implement 27 keyword terms across their business line, driving an increase in revenue at a positive ROAS.Read case study

VodafoneZiggo case study: Boosting sales by 500% with a winning PPC strategy

VodafoneZiggo was looking to maximize revenue from its paid search campaigns while reducing costs and streamlining workflows. By leveraging Adthena’s data-driven insights and time-saving automation, the team gained full visibility into their ad spend performance and optimized budget allocation.Read case study

Havas Market & Arena Media PPC case study: Brand Protection success with Adthena

Havas Market & Arena Media used Adthena's infringement data to combat rising CPCs from competitive brand bidding, escalating violations to Google and protecting their client’s brand. Read case study

Get the full picture

See this data specific to your brand performance

The data on this page is just a sample of the billions of data points we hold at Adthena. The insights generated by Ask Arlo, leverage real-time GenAI to answer questions about your search data.

Our search consultants can introduce you to Whole Market View data that is specific to your organization, based on the size of the relevant search term and competitor universe, and the locations that you need monitoring.

AUS Telecommunications Mobile Phone & Smart Phones - PPC Market Share Analysis February 2026