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UK Telecommunications Mobile Phone & Smart Phones - PPC Market Share Analysis May 2025

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

Market Exposure

Share of Clicks for top 10 UK 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
Domain Share of clicks
ee.co.uk 14.95
backmarket.co.uk 11.66
carphonewarehouse.com 9.42
samsung.com 9.18
sky.com 6.49
tescomobile.com 5.46
vodafone.co.uk 5.43
apple.com 3.66
o2.co.uk 3.54
raylo.com 2.5
others 27.71

Copyright © Adthena. All rights reserved.

In the competitive landscape of Google’s PPC, EE.co.uk leads with 14.95% click share, followed by Backmarket.co.uk at 11.66%. ‘Others’ collectively hold a significant 27.71%.

Market Exposure

Share of Spend for the top 10 UK 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. 

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Share of Spend - Last Month
Date ee.co.uk backmarket.co.uk carphonewarehouse.com samsung.com o2.co.uk vodafone.co.uk sky.com apple.com tescomobile.com raylo.com
2025/05/01 6.15% 18.21% 12.21% 13.45% 4.22% 3.76% 6.16% 2.96% 2.74% 3.99%
2025/05/02 11.44% 14.99% 12.66% 11.33% 4.95% 3.89% 4.86% 2.92% 3.13% 3.38%
2025/05/03 17.84% 13.12% 13.67% 8.51% 3.99% 4.37% 4.9% 2.34% 3.32% 3.73%
2025/05/04 15.08% 12.09% 12.72% 10.3% 3.96% 4.32% 5.12% 3.04% 3.35% 3.9%
2025/05/05 15.85% 11.04% 13.52% 9.36% 3.86% 4.53% 5.8% 2.28% 3.09% 4.63%
2025/05/06 14.27% 11.03% 11.67% 10.26% 3.67% 3.5% 7.83% 3.46% 2.61% 5.24%
2025/05/07 14.06% 9.84% 13.99% 9.16% 3.32% 3.73% 7.55% 2.91% 2.5% 4.85%
2025/05/08 11.23% 11.21% 13.13% 8.7% 4.04% 3.77% 8.54% 3.02% 3.4% 4.15%
2025/05/09 11.77% 12.95% 14.08% 9.11% 3.56% 3.57% 8.26% 3.28% 3.54% 2.94%
2025/05/10 9.94% 15.8% 13.09% 9.85% 3.3% 3.84% 7.39% 2.96% 4.2% 2.47%
2025/05/11 10.56% 14.83% 11.6% 10.47% 3.39% 4.49% 8.34% 2.73% 3.79% 2.29%
2025/05/12 10.27% 11.87% 12.24% 10.39% 4.27% 4.08% 9.05% 2.95% 3.41% 2.87%
2025/05/13 10.83% 11.46% 11.3% 9.29% 3.94% 4.35% 8.22% 2.45% 2.75% 4.84%
2025/05/14 8.49% 13.19% 13.09% 8.17% 3.62% 4.07% 6.83% 3.21% 3.09% 5.22%
2025/05/15 11.75% 13.22% 9.29% 7.95% 5.24% 4.27% 6.71% 3.13% 2.93% 3.99%
2025/05/16 12.9% 12.7% 5.99% 7.97% 7.04% 4.64% 4.21% 3.35% 2.8% 3.12%
2025/05/17 12.55% 12.14% 7.11% 8.73% 4.38% 5.07% 7.05% 4.2% 3.33% 3.02%
2025/05/18 13.93% 11.86% 7.1% 8.29% 3.99% 4.59% 9% 3.66% 3.25% 2.91%
2025/05/19 14.7% 10.36% 6.5% 9.96% 5% 6.54% 5.17% 4.18% 3.02% 4.21%
2025/05/20 13.92% 11.1% 6% 9.88% 5.51% 6.85% 5.04% 3.13% 2.03% 3.96%
2025/05/21 12.15% 13.15% 6.78% 9.01% 5.76% 6.27% 4.16% 6.09% 2.03% 4.7%
2025/05/22 13.24% 9.93% 10.31% 11.12% 5.19% 4.1% 4.97% 2.71% 1.1% 4.42%
2025/05/23 13.14% 8.28% 8.16% 10.43% 6.51% 5.41% 5.69% 3.71% 1.83% 3%
2025/05/24 13.01% 7.9% 9.2% 9.1% 5.66% 5.21% 7.82% 3.5% 3.44% 2.29%
2025/05/25 11.6% 7.9% 10.23% 9.46% 5.11% 5.35% 7.3% 3.35% 4.04% 2.69%
2025/05/26 11.85% 9.66% 12.44% 8.41% 5.46% 5.04% 6.25% 2.43% 3.04% 2.54%
2025/05/27 12.67% 11.93% 12.77% 8.63% 5.19% 3.86% 6.16% 3.46% 3.17% 2.38%
2025/05/28 14.03% 13.48% 9.46% 9.06% 5.32% 3.64% 5.28% 4.95% 2.41% 1.47%
2025/05/29 11.02% 12.31% 12.22% 8.56% 5.93% 5.44% 5.39% 3.47% 2.87% 1.67%
2025/05/30 12.67% 13.18% 9.57% 8.31% 7.19% 5.47% 4.97% 3.03% 3.21% 1.35%
2025/05/31 16.16% 12.13% 8.4% 7.87% 7.07% 6.29% 4.87% 3.61% 2.97% 1.62%

Copyright © Adthena. All rights reserved.

In May 2025, ee.co.uk’s PPC spend share peaked early, then fluctuated, ending strong at 16.16%. Backmarket.co.uk started high, dipped mid-month, and stabilized. Carphonewarehouse.com saw a mid-month dip, recovering slightly. Samsung.com had a steady decline. O2.co.uk and Vodafone.co.uk showed gradual increases. Sky.com fluctuated, peaking mid-month. Apple.com and tescomobile.com remained low, while raylo.com declined throughout.

Market Exposure

Competitor Count for UK 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
Date Competitor Count
2025/05/01 469
2025/05/02 470
2025/05/03 467
2025/05/04 460
2025/05/05 480
2025/05/06 481
2025/05/07 485
2025/05/08 494
2025/05/09 497
2025/05/10 476
2025/05/11 474
2025/05/12 469
2025/05/13 484
2025/05/14 481
2025/05/15 493
2025/05/16 488
2025/05/17 466
2025/05/18 454
2025/05/19 449
2025/05/20 450
2025/05/21 437
2025/05/22 421
2025/05/23 416
2025/05/24 415
2025/05/25 409
2025/05/26 410
2025/05/27 412
2025/05/28 424
2025/05/29 416
2025/05/30 425
2025/05/31 409

Copyright © Adthena. All rights reserved.

In May 2025, distinct advertisers peaked at 497 on the 9th, then steadily declined, ending at 409 on the 31st.

Campaign Efficiency

Market Loss & Market Gains for UK 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
Name Market Trend
vodafone.co.uk 3%
o2.co.uk 0.97%
lebara.co.uk 0.8%
tescomobile.com 0.69%
honor.com 0.63%
raylo.com -0.78%
samsung.com -1.23%
carphonewarehouse.com -1.92%
sky.com -2.02%
backmarket.co.uk -2.15%

Copyright © Adthena. All rights reserved.

In the past month, vodafone.co.uk surged with a 3.00% click share increase, while backmarket.co.uk dropped by 2.15%.

Campaign Efficiency

UK 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 backmarket.co.uk ee.co.uk carphonewarehouse.com sky.com vodafone.co.uk ebay.co.uk samsung.com tescomobile.com mobiles.co.uk raylo.com
2025/05/01 30.52% 4.25% 10.7% 6.4% 3.5% 3.39% 6.77% 3.13% 3.48% 4.85%
2025/05/02 26.53% 9.11% 11.4% 4.93% 3.42% 3.46% 6.2% 3.54% 3.05% 4.13%
2025/05/03 22.5% 16.51% 11.43% 4.9% 3.86% 3.46% 4.81% 3.5% 1.9% 4.43%
2025/05/04 20.92% 13.6% 11.01% 5.12% 3.91% 4.25% 6.04% 3.74% 1.99% 4.44%
2025/05/05 19.36% 13.67% 11.77% 6.3% 4% 3.49% 5.66% 3.39% 2.24% 5.62%
2025/05/06 18.94% 11.62% 10.85% 8.43% 3.13% 3.88% 6.08% 2.99% 2.8% 6.74%
2025/05/07 17.26% 11.69% 12.53% 8.16% 3.41% 3.24% 5.74% 2.71% 3.79% 5.79%
2025/05/08 19.87% 8.66% 11.83% 8.85% 3.6% 3.44% 5.58% 3.56% 2.72% 4.4%
2025/05/09 22.74% 8.76% 11.78% 8.69% 3.37% 3.6% 5.33% 3.87% 1.5% 3.24%
2025/05/10 27.38% 7.12% 10.49% 7.62% 3.49% 3.78% 5.51% 4.4% 1.35% 2.38%
2025/05/11 25.54% 7.31% 9.25% 8.65% 4.15% 4.55% 6.02% 4.23% 1.69% 2.29%
2025/05/12 20.93% 7.11% 11.3% 9.62% 3.7% 4.46% 5.9% 4.03% 3.84% 3.08%
2025/05/13 20.58% 7.26% 10.06% 8.62% 3.88% 3.39% 5.41% 3.03% 4.73% 5.29%
2025/05/14 23.45% 5.23% 10.87% 6.75% 3.61% 4.56% 4.18% 3.34% 2.78% 5.88%
2025/05/15 24.15% 8.11% 8.06% 6.19% 3.77% 4.01% 4.16% 3.32% 1.79% 4.63%
2025/05/16 23.38% 9.47% 5.91% 4.12% 3.94% 3.54% 4.32% 3.73% 2.19% 3.98%
2025/05/17 20.82% 9.83% 6.17% 7.54% 4.85% 3.67% 4.48% 3.93% 2.01% 3.37%
2025/05/18 21.04% 10.19% 6.04% 8.67% 4.13% 4.06% 4.47% 4.22% 2.16% 3.33%
2025/05/19 19.23% 11.43% 5.93% 6.47% 5.39% 3.98% 5.23% 3.76% 2.02% 5.57%
2025/05/20 20.38% 10.59% 5.73% 5.57% 6.19% 4.49% 5.09% 2.63% 2.04% 5.48%
2025/05/21 24.06% 9.18% 5.88% 5.19% 6.12% 4.35% 4.61% 2.52% 2.3% 5.73%
2025/05/22 18.22% 9.8% 8.91% 6.15% 3.67% 5.38% 5.61% 1.73% 3.42% 5.75%
2025/05/23 15.1% 9.64% 8% 7.12% 5.55% 5.21% 5.33% 2.68% 4.04% 3.73%
2025/05/24 14.92% 9.31% 9.14% 9.19% 4.59% 3.95% 4.8% 4.13% 4.27% 2.77%
2025/05/25 14.48% 8.51% 10.1% 8.74% 4.9% 4.87% 4.96% 4.51% 4.2% 3.37%
2025/05/26 17.35% 8.24% 12.71% 7.09% 4.67% 4.68% 4.26% 3.46% 4.1% 2.89%
2025/05/27 20.83% 7.85% 12.33% 7.91% 3.87% 4.23% 3.96% 3.74% 3.04% 3.09%
2025/05/28 23.98% 10.07% 9.66% 6.43% 3.24% 3.17% 4.14% 3.05% 2.8% 1.64%
2025/05/29 21.97% 7.43% 11.82% 5.67% 5.33% 3.86% 4.28% 3.45% 3.34% 2.11%
2025/05/30 23.47% 8.9% 9.67% 5.69% 4.61% 3.89% 4.12% 4.16% 3.04% 1.66%
2025/05/31 21.53% 12% 8.39% 5.63% 5.47% 3.97% 3.95% 3.73% 3.18% 1.94%

Copyright © Adthena. All rights reserved.

In May 2025, Backmarket.co.uk started strong with a 30.52% share, declining to 21.53% by month’s end. EE.co.uk saw fluctuations, peaking at 16.51% early, ending at 12.0%. Carphonewarehouse.com maintained a steady presence, while Sky.com and Vodafone.co.uk showed minor variations. Ebay.co.uk and Samsung.com had consistent shares, with Tesco Mobile and Mobiles.co.uk experiencing slight dips. Raylo.com began with a 4.85% share, dropping to 1.94% by the end.

Campaign Efficiency

Google Text Ad Copy Insights & Creative Trends for UK 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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  1. 1
    The new iPhone 16e https://www.apple.com › uk

    Apple Official Site — Latest iPhone. Greatest price. Built for Apple Intelligence. Learn more. Designed to make a...

  2. 2
    iPhone 15 Pro Max https://www.backmarket.co.uk

    Refurbished iPhone 15 Pro Max — Find a refurbished iPhone 15 Pro Max deal that's better for your wallet and the planet. 1-year warranty, 30-day returns, free standard shipping. Find the best offers.

  3. 3
    Lebara https://www.lebara.co.uk › lebara_sim_card

    Official Lebara Website — SIM Only plans data limits ranging from 5GB to the Unlimited option to suit your needs. Lebara is a...

  4. 4
    Tesco Mobile https://www.tescomobile.com

    Mobile Phone Contracts — Browse Our Sim Only Deals, Pay Monthly Phone Contracts & Pay as You Go Phones. Discover...

  5. 5
    Vodafone Official Site https://www.vodafone.co.uk

    Phones, SIMs, Broadband & More — Get The Unlimited 5G Data Plan & Create The Future Of 5G With Us. Together We Can. Discover...

Copyright © Adthena. All rights reserved.

In the competitive world of mobile phones, Apple’s iPhone 16e shines with its promise of cutting-edge technology. Backmarket.co.uk offers eco-friendly, wallet-friendly refurbished iPhones. Lebara, Tesco Mobile, and Vodafone focus on flexible SIM and data plans, catering to diverse consumer needs.

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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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