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UK Telecommunications Internet of Things - PPC Market Share Analysis August 2026

Leveraging Adthena’s Whole Market View, this analysis explores recent trends in Google Ads for the UK Internet of Things category from the last month. Our Data Analyst, Ask Arlo provides commentary on key findings.

Internet of Things – UK

Google AI Overview visibility for Telecommunications Internet of Things UK

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 40.260796384
59.739203616
40%

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 30
70
30%

Search Intent Distribution

Breakdown of search queries by their underlying goal.

Intent Distribution
Investigational 3%
Transactional 3%
Navigational 16%
Seasonal 0%
Local 0%
Problem Solving 5%

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Market Exposure

Share of Clicks for top 10 UK Telecommunications Internet of Things 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
starlink.com 50.21
vodafone.co.uk 4.91
ionos.co.uk 4.67
nordvpn.com 4.67
uswitch.com 4.56
versa-networks.com 4.21
g.network 3.5
telstrainternational.com 3.01
ebay.co.uk 2.67
google.com 1.91
others 15.68
  • starlink.com - 50.21%
  • vodafone.co.uk - 4.91%
  • ionos.co.uk - 4.67%
  • nordvpn.com - 4.67%
  • uswitch.com - 4.56%
  • versa-networks.com - 4.21%
  • g.network - 3.5%
  • telstrainternational.com - 3.01%
  • ebay.co.uk - 2.67%
  • google.com - 1.91%
  • others - 15.68%

Copyright © Adthena. All rights reserved.

Starlink.com dominates with 50.21% click share, overshadowing others like Vodafone.co.uk at 4.91%. ‘Others’ collectively hold 15.68%, highlighting diverse competition.

Market Exposure

Share of Spend for the top 10 UK Telecommunications Internet of Things 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. 

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Share of Spend - Last Month
Share of Spend - Last Month
Date akamai.com nordvpn.com forbes.com versa-networks.com telstrainternational.com starlink.com g.network uswitch.com vodafone.co.uk proton.me
2026/08/01 0% 6.71% 7.26% 36.02% 14.76% 8.78% 0.5% 2.15% 0.27% 1.76%
2026/08/02 0% 38.38% 0.07% 26.61% 0.48% 10.08% 0.69% 0.74% 0.62% 1.93%
2026/08/03 0% 36.22% 1.12% 12.13% 2.08% 12.43% 0.51% 1.67% 0.7% 1.45%
2026/08/04 0% 30.22% 0.72% 0% 1.2% 19.89% 2.1% 3.8% 2.45% 1.9%
2026/08/05 0% 19.92% 1% 6.14% 0.92% 12.9% 1.4% 18.59% 2.19% 2.76%
2026/08/06 0% 19.68% 9.43% 41.31% 0.58% 6.83% 0.78% 6.36% 0.32% 1.31%
2026/08/07 0% 37.18% 6.72% 19.51% 0.15% 10.3% 1.38% 3.29% 0.58% 1.54%
2026/08/08 0% 2.08% 0.92% 47.55% 16.39% 10.82% 3.43% 0.56% 0.47% 1.82%
2026/08/09 0% 18.85% 10.37% 24.09% 6.08% 5.52% 3.27% 21.77% 0.35% 0.74%
2026/08/10 0% 9.48% 9.26% 37.81% 0.34% 3.28% 9.53% 1.66% 0.7% 16.55%
2026/08/11 0.23% 45.05% 0.62% 24.28% 0.86% 5.87% 1.35% 1.43% 0.39% 1.48%
2026/08/12 0% 1.81% 8.7% 45.48% 1.83% 9.19% 1.61% 6.99% 0.75% 1.3%
2026/08/13 0% 17.46% 5.03% 20.18% 12.7% 5.87% 0.88% 19.31% 1.11% 0.9%
2026/08/14 6.86% 4.73% 5.65% 44.56% 0.56% 7.81% 1.38% 11.48% 0.56% 0.89%
2026/08/15 0% 22.15% 17.17% 22.32% 1.18% 9.11% 4.18% 1.19% 0.61% 1.07%
2026/08/16 0% 1.29% 7.49% 31.46% 0.58% 7.15% 11.92% 14.45% 7.03% 0.9%
2026/08/17 4.6% 23.03% 4.22% 28.1% 4.64% 4.05% 12.15% 1.01% 0.46% 0.87%
2026/08/18 0% 33.56% 4.9% 20.31% 13.58% 6.74% 1.56% 1.36% 0.49% 0.79%
2026/08/19 0% 14.91% 0.26% 61.6% 1.32% 3.95% 0.68% 1.32% 0.51% 0.87%
2026/08/20 6.21% 9.92% 14.7% 29.27% 1.46% 6.43% 1.71% 0.17% 0.32% 17.58%
2026/08/21 0% 15.08% 0.29% 43.45% 1.65% 11.91% 2.09% 0.84% 2.89% 0.92%
2026/08/22 0% 28.22% 0.01% 21.55% 20.85% 6.54% 3.22% 0.55% 1.15% 0.4%
2026/08/23 13.09% 20.8% 0.53% 24.21% 19.15% 4.62% 1.8% 0.48% 0.34% 0.57%
2026/08/24 0.26% 20.84% 0.97% 37.37% 0.73% 8.45% 1.98% 1.04% 1.1% 1.44%
2026/08/25 0% 12.75% 0.23% 5.73% 13.67% 4.81% 3.05% 5.99% 40.77% 0.71%
2026/08/26 0.32% 18.33% 12.3% 0% 21.38% 10.96% 1.2% 7.76% 9.12% 1.29%
2026/08/27 6.67% 36.39% 1.39% 6.49% 6.93% 6.89% 2.31% 3.07% 4.98% 1.42%
2026/08/28 6.43% 45.06% 5.29% 0.18% 13.04% 6.14% 1.95% 1.7% 4.2% 0.6%
2026/08/29 0% 22.1% 0.29% 0% 29.82% 8.79% 24.18% 1.9% 1.37% 1.04%
2026/08/30 0% 20.2% 1.07% 11.61% 32.29% 8.13% 6.03% 1.13% 0.89% 0.79%
2026/08/31 25.24% 23.7% 13.52% 8.58% 8.12% 4.98% 2.04% 0.9% 0.62% 0.41%
  • akamai.com
  • nordvpn.com
  • forbes.com
  • versa-networks.com
  • telstrainternational.com
  • starlink.com
  • g.network
  • uswitch.com
  • vodafone.co.uk
  • proton.me

Copyright © Adthena. All rights reserved.

In August 2026, NordVPN and Versa Networks dominated PPC spend, with NordVPN peaking at 45.06% on August 28. Akamai surged late, reaching 25.24% on August 31. Forbes and Telstra International showed sporadic spikes, while Vodafone had a notable peak on August 25.

Market Exposure

Competitor Count for UK Telecommunications Internet of Things

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
2026/08/01 147
2026/08/02 154
2026/08/03 158
2026/08/04 146
2026/08/05 153
2026/08/06 145
2026/08/07 139
2026/08/08 123
2026/08/09 132
2026/08/10 138
2026/08/11 141
2026/08/12 149
2026/08/13 149
2026/08/14 148
2026/08/15 141
2026/08/16 139
2026/08/17 139
2026/08/18 131
2026/08/19 131
2026/08/20 138
2026/08/21 119
2026/08/22 120
2026/08/23 127
2026/08/24 126
2026/08/25 155
2026/08/26 155
2026/08/27 166
2026/08/28 154
2026/08/29 141
2026/08/30 152
2026/08/31 153

Copyright © Adthena. All rights reserved.

August saw fluctuating advertiser numbers, peaking at 166 on the 27th. The month concluded with a stable 153, reflecting a dynamic advertising landscape.

Campaign Efficiency

Market Loss & Market Gains for UK Telecommunications Internet of Things

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
vodafone.co.uk 6.89%
telstrainternational.com 3.13%
nordvpn.com 1.42%
g.network 1%
akamai.com 0.85%
forbes.com -0.66%
ebay.co.uk -1.09%
versa-networks.com -2.25%
starlink.com -2.43%
uswitch.com -5.58%

Copyright © Adthena. All rights reserved.

Vodafone.co.uk surged with a 6.89% click share increase, while uswitch.com plummeted by 5.58%. Telstrainternational.com and nordvpn.com also gained, contrasting starlink.com’s decline.

Campaign Efficiency

UK Telecommunications Internet of Things 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 starlink.com nordvpn.com forbes.com g.network telstrainternational.com ebay.co.uk versa-networks.com vodafone.co.uk uswitch.com youfibre.com
2026/08/01 18.34% 5.6% 3.63% 1.21% 5.5% 13.29% 10.3% 1.01% 2.15% 1.68%
2026/08/02 23.35% 14.58% 0.1% 1.29% 2.05% 7.77% 8.58% 1.35% 0.37% 0.22%
2026/08/03 16.77% 11.82% 0.61% 0.25% 7.86% 13.21% 2.2% 1.24% 1.5% 2.29%
2026/08/04 22.33% 7.28% 0.43% 3.84% 2.63% 17.73% 0% 3.48% 3.9% 0%
2026/08/05 15.27% 5.75% 0.54% 4.2% 5.34% 4.65% 0.94% 2.7% 20.59% 0%
2026/08/06 16.05% 7.66% 4.27% 4.78% 2.92% 2.82% 12.62% 0.88% 13.74% 0%
2026/08/07 21.08% 10.76% 2.79% 6.82% 0.48% 2.66% 5.26% 1.93% 10.33% 0%
2026/08/08 25.43% 1.72% 0.69% 9.9% 12.48% 7.74% 16.51% 1.23% 0.22% 0%
2026/08/09 8.02% 3.71% 3.03% 6.7% 2.52% 2.98% 4.45% 0.6% 56.37% 0%
2026/08/10 8.63% 5.6% 5.14% 13.16% 1.7% 18.24% 13.9% 3.69% 3.56% 0%
2026/08/11 17.41% 17.95% 0.9% 5.72% 5.66% 9.17% 9.19% 1.7% 2.07% 0%
2026/08/12 17% 1.17% 3.91% 6.01% 8.98% 5.71% 11.38% 2.04% 14.25% 0.51%
2026/08/13 9.95% 5.75% 1.95% 2.4% 7.73% 4.4% 4.94% 2.46% 36.54% 1.32%
2026/08/14 13.79% 3.16% 2.24% 3.45% 2.81% 2.27% 11.99% 1.28% 22.49% 0.05%
2026/08/15 20.2% 8.97% 7.55% 11.7% 5.5% 4.68% 7.37% 2.16% 2.14% 0.01%
2026/08/16 9.71% 0.64% 2.08% 13.03% 1.47% 3.35% 5.83% 9.86% 17.68% 0%
2026/08/17 10.04% 9.73% 2.82% 22.86% 5.37% 3.23% 9.65% 2.17% 1.85% 0.04%
2026/08/18 15.42% 12.01% 2.54% 8.63% 14.36% 3.96% 6.96% 1.71% 2.69% 1.15%
2026/08/19 11.53% 7.7% 0.31% 2.91% 10.38% 3.07% 26.96% 2.4% 2.3% 0.01%
2026/08/20 17.52% 4.25% 8.32% 12.66% 10.74% 2.59% 11.02% 1.7% 0.53% 0%
2026/08/21 22.62% 4.33% 0.25% 7.34% 5.89% 5.48% 11.78% 4.44% 2.25% 0.08%
2026/08/22 9.15% 6.44% 0.02% 10.37% 16.94% 2.04% 4.38% 29.56% 0.15% 0.03%
2026/08/23 12.15% 12% 0.76% 6.27% 13% 5.26% 8.89% 1.39% 2.08% 0%
2026/08/24 17.76% 9.01% 0.87% 4.4% 0.4% 5.42% 11.08% 4.03% 2.87% 0%
2026/08/25 4.44% 2.2% 0.09% 4.28% 5.84% 2.01% 0.63% 36.23% 35.37% 0.2%
2026/08/26 19.27% 5.58% 5.04% 2.28% 8.9% 2.61% 0% 15.79% 13.72% 0.2%
2026/08/27 6.58% 5.77% 0.57% 2.66% 1.99% 1.47% 0.99% 6.39% 2.47% 54.11%
2026/08/28 14.26% 18.1% 2.69% 4.43% 8.43% 2.37% 0.08% 12.31% 4.53% 0%
2026/08/29 18.78% 8.05% 0.28% 33.41% 12.55% 2.48% 0% 1.79% 4.16% 0.08%
2026/08/30 17.27% 7.91% 1.02% 15.48% 15.03% 6.65% 4.03% 1.87% 1.27% 0.12%
2026/08/31 14.67% 12.16% 8.17% 7.8% 7.09% 4.85% 3.94% 2.19% 1.7% 0.01%
  • starlink.com
  • nordvpn.com
  • forbes.com
  • g.network
  • telstrainternational.com
  • ebay.co.uk
  • versa-networks.com
  • vodafone.co.uk
  • uswitch.com
  • youfibre.com

Copyright © Adthena. All rights reserved.

Starlink’s impression share fluctuated, peaking at 25.43% on August 8. NordVPN saw a spike on August 11 with 17.95%. Forbes remained low, while G.Network surged on August 29 with 33.41%. Telstra International had a notable rise on August 22 with 16.94%. eBay’s highest was 18.24% on August 10. Versa Networks peaked on August 19 at 26.96%. Vodafone’s share soared on August 25 with 36.23%. Uswitch had a significant spike on August 9 at 56.37%. YouFibre’s share was minimal, except for a surge on August 27 at 54.11%.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK Telecommunications Internet of Things

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 UK Telecommunications Internet of Things - Last month
  1. 1
    What is 4G and how fast is 4G? Check your 4G Coverage on O2 https://www.o2.co.uk

    Have you moved onto 4G? Discover the new possibilities through O2's faster 4G LTE network with a compatible 4G ready device including improved video streaming.

  2. 2
    Starlink | High-Speed Internet | Unlimited Data Available https://www.starlink.com

    World’s most advanced satellite technology delivering high-speed, low-latency internet. Get fast, reliable home internet seamless streaming...

  3. 3
    Not Happy With Your Broadband? - Check My Broadband Speed https://www.uswitch.com

    Run a free broadband speed test to check your internet speed in seconds!

  4. 4
    Vodafone Internet Speed Test https://www.vodafone.co.uk

    Internet speed test — Get fast broadband in more places than any other UK provider with Vodafone

  5. 5
    Enter Your Postcode - Speeds up to 8Gbps https://www.youfibre.com

    Symmetrical upload & download speeds for creators, gamers and video callers. Symmetrical Speeds. Rated Excellent. Fairer, Faster Broadband.

Copyright © Adthena. All rights reserved.

In the competitive landscape of telecommunications, O2 highlights the transformative power of 4G, while Starlink promises cutting-edge satellite internet. Uswitch and Vodafone focus on speed testing, ensuring optimal broadband experiences. YouFibre captivates with ultra-fast, symmetrical speeds, catering to tech-savvy users.

Frequently Asked Questions

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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.

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