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UK Telecommunications Mobile Phone & Smart Phones - PPC Market Share Analysis March 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
samsung.com 18.99
ee.co.uk 18.54
carphonewarehouse.com 9.48
backmarket.co.uk 8.75
sky.com 4.64
tescomobile.com 4.24
vodafone.co.uk 4.12
o2.co.uk 3.43
apple.com 2.82
mobiles.co.uk 2.58
others 22.41

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In the competitive landscape of Google’s PPC ads, Samsung and EE lead with 18.99% and 18.54% click shares, respectively. Carphone Warehouse and Back Market follow closely. Notably, ‘others’ collectively hold a significant 22.41% share.

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 samsung.com ee.co.uk carphonewarehouse.com backmarket.co.uk sky.com mobiles.co.uk vodafone.co.uk o2.co.uk three.co.uk tescomobile.com
2025/03/01 17.04% 17.36% 11.51% 8.16% 5.1% 2.36% 4.54% 4.32% 3.28% 3.29%
2025/03/02 18.07% 16.31% 9.53% 8.47% 4.84% 2.3% 4.87% 4.13% 2.94% 3.11%
2025/03/03 23.9% 15.21% 9.88% 7.97% 4.5% 2.52% 3.96% 4.29% 2.99% 2.74%
2025/03/04 21.79% 15.7% 11.24% 8.64% 3.32% 2.42% 4.22% 4.83% 2.87% 2.58%
2025/03/05 20.15% 9.77% 12.21% 9.58% 4.43% 3.74% 3.75% 5.8% 2.86% 2.96%
2025/03/06 15.78% 15.69% 10.83% 8.14% 4.52% 4.29% 4.24% 5.87% 3.37% 3.1%
2025/03/07 15.84% 14.83% 10.42% 6.61% 4.87% 3.98% 5.83% 6.89% 3.87% 2.96%
2025/03/08 16.45% 13.91% 13.3% 7.84% 4.17% 3.85% 5.5% 6.05% 3.92% 3.28%
2025/03/09 20.93% 13.13% 12.93% 9.11% 4.06% 3.18% 3.36% 5.76% 3.23% 2.92%
2025/03/10 19.45% 13.17% 11.47% 8.19% 3.94% 3.15% 3.69% 5.85% 3.73% 2.65%
2025/03/11 19.9% 12.66% 13.82% 8.89% 4.3% 3.14% 3.87% 5.55% 3.34% 3.19%
2025/03/12 17.63% 11.4% 14.74% 9.51% 4.59% 3.88% 4.17% 5.92% 3.16% 2.83%
2025/03/13 16.26% 15.64% 13.8% 8.36% 4.71% 3.13% 4.23% 4.45% 3.57% 3.07%
2025/03/14 17.51% 15.58% 12.72% 8.63% 4.02% 3.15% 4.14% 5.19% 3.49% 3.03%
2025/03/15 19.22% 15.58% 12.71% 8.58% 3.23% 3.39% 5.03% 4.61% 3.35% 3.2%
2025/03/16 20.63% 15.47% 9.1% 8.06% 3.82% 3.11% 4.79% 5.53% 3.09% 3.02%
2025/03/17 23.49% 12.24% 10.46% 8.39% 4.01% 3.29% 3.96% 5.28% 2.42% 2.41%
2025/03/18 23.15% 11.45% 11.81% 9.26% 3.81% 2.87% 3.91% 4.14% 2.76% 2.26%
2025/03/19 21.96% 13% 12.55% 9.18% 3.75% 3.38% 3.91% 3.79% 3.14% 2.31%
2025/03/20 21.57% 16.55% 12.15% 7.46% 4.33% 3.59% 3.55% 2.43% 2.68% 2.64%
2025/03/21 25.36% 13.56% 8.46% 6.74% 4.05% 3.66% 4.24% 2.99% 3.02% 2.53%
2025/03/22 21.98% 14.42% 13.13% 7.67% 3.78% 3.27% 4.19% 2.91% 3.11% 2.29%
2025/03/23 21.07% 14.6% 15% 7.2% 3.68% 3.58% 3.58% 2% 2.42% 2.48%
2025/03/24 20.67% 16.75% 12.22% 7.23% 3.86% 3.87% 3.74% 2.13% 2.87% 2.38%
2025/03/25 21.79% 17.52% 12.89% 7.5% 3.21% 3.65% 4.31% 2.79% 2.46% 1.77%
2025/03/26 22.04% 18.05% 12.39% 7.34% 3.4% 3.89% 3.53% 2.06% 2.61% 2.42%
2025/03/27 17.08% 14.87% 15.6% 7.48% 3.95% 3.83% 4.1% 2.78% 3.23% 3.19%
2025/03/28 17.53% 18.71% 13.92% 8.24% 3.79% 3.6% 3.75% 2.41% 2.12% 3.26%
2025/03/29 17.67% 16.38% 13.21% 8.69% 4.12% 3.44% 3.98% 2.49% 2.65% 3.42%
2025/03/30 20.24% 14.54% 12.23% 9.06% 4.37% 3.82% 3.44% 2.11% 2.59% 2.62%
2025/03/31 20.34% 17.66% 13.97% 8.14% 4.59% 4.08% 3.44% 2.16% 1.74% 1.57%

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In March 2025, Samsung’s PPC spend share fluctuated, peaking at 25.36% on March 21. EE’s share dipped mid-month but rebounded to 17.66% by month’s end. Carphone Warehouse saw a steady rise, closing at 13.97%. Backmarket’s share remained stable, ending at 8.14%. Sky’s share increased slightly, finishing at 4.59%. Mobiles.co.uk and Vodafone showed minor fluctuations, ending at 4.08% and 3.44%, respectively. O2’s share decreased, closing at 2.16%. Three and Tesco Mobile experienced declines, ending at 1.74% and 1.57%.

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
2025/03/01 540
2025/03/02 533
2025/03/03 552
2025/03/04 535
2025/03/05 561
2025/03/06 584
2025/03/07 601
2025/03/08 580
2025/03/09 555
2025/03/10 582
2025/03/11 579
2025/03/12 577
2025/03/13 570
2025/03/14 573
2025/03/15 547
2025/03/16 547
2025/03/17 547
2025/03/18 552
2025/03/19 543
2025/03/20 536
2025/03/21 549
2025/03/22 523
2025/03/23 521
2025/03/24 525
2025/03/25 502
2025/03/26 511
2025/03/27 514
2025/03/28 521
2025/03/29 520
2025/03/30 510
2025/03/31 524

Copyright © Adthena. All rights reserved.

March began with 540 advertisers, peaking at 601 on the 7th. A decline followed, ending the month at 524.

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
ee.co.uk 2.86%
samsung.com 1.82%
lycamobile.co.uk 0.92%
raylo.com 0.88%
carphonewarehouse.com 0.55%
asda.com -0.45%
tescomobile.com -0.49%
three.co.uk -0.54%
backmarket.co.uk -0.57%
o2.co.uk -2.89%

Copyright © Adthena. All rights reserved.

EE.co.uk and Samsung.com surged in click share, while O2.co.uk experienced the largest decline.

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 samsung.com raylo.com sky.com ebay.co.uk mobiles.co.uk vodafone.co.uk tescomobile.com
2025/03/01 14.91% 15.76% 10.98% 12.13% 2.88% 5.51% 3.85% 2% 3.4% 3.41%
2025/03/02 16.18% 14.5% 8.96% 12.96% 2.93% 4.91% 4.8% 1.96% 3.6% 3.35%
2025/03/03 17.05% 13.15% 9.3% 12.05% 3.73% 5.07% 4.99% 2.36% 3.25% 3.27%
2025/03/04 18.62% 12.65% 11.05% 10.92% 2.58% 4.04% 4.57% 2.37% 3.32% 3.13%
2025/03/05 19.14% 6.96% 11.17% 10.84% 2.28% 5.18% 4.16% 3.7% 2.83% 3.15%
2025/03/06 16.35% 11.66% 10.27% 9.07% 2.55% 5.54% 4.12% 4.21% 3.21% 3.48%
2025/03/07 13.82% 10.96% 9.94% 9.94% 2.61% 6% 3.57% 3.95% 4.41% 3.29%
2025/03/08 15.99% 10.36% 12.27% 9.69% 2.52% 5.1% 3.34% 3.82% 4.24% 3.67%
2025/03/09 17.65% 10.18% 11.43% 11.29% 3.56% 5.03% 4.44% 2.88% 2.85% 3.3%
2025/03/10 16.4% 10.34% 11.05% 11.04% 3.11% 4.88% 4.16% 3% 3.16% 2.87%
2025/03/11 17.58% 9.53% 12.68% 11.06% 2.95% 5.08% 3.98% 2.92% 3.1% 3.37%
2025/03/12 18.53% 9.34% 13.35% 9.16% 1.95% 5.3% 4.26% 3.62% 3.3% 2.97%
2025/03/13 17.01% 12.38% 13.15% 8.69% 2.96% 5.39% 3.76% 3.14% 3.36% 3.3%
2025/03/14 17.21% 12.79% 12.29% 9.01% 3.41% 4.74% 3.18% 3.05% 3.3% 3.2%
2025/03/15 17.17% 13.85% 11.91% 9.93% 2.96% 3.87% 3.45% 3.28% 3.99% 3.48%
2025/03/16 15.88% 13.5% 8.75% 10.38% 3.53% 4.65% 4.63% 3.07% 3.95% 3.58%
2025/03/17 17.15% 10.84% 10.21% 12.35% 3.59% 4.57% 4.71% 3.18% 3.12% 2.76%
2025/03/18 18.67% 10.52% 12.05% 11.78% 3.66% 4.52% 3.54% 2.59% 2.97% 2.59%
2025/03/19 18.49% 11.84% 12.16% 11.22% 4.54% 4.28% 3.66% 3.17% 3.04% 2.62%
2025/03/20 15.48% 14.73% 12.26% 11.3% 4.36% 4.88% 4.21% 3.48% 2.83% 2.88%
2025/03/21 14.49% 12.31% 9.05% 13.94% 3.8% 4.68% 4.66% 3.81% 3.3% 2.81%
2025/03/22 15.76% 12.44% 12.57% 12.4% 4.4% 4.59% 3.96% 3.36% 3.45% 2.54%
2025/03/23 14.66% 12.85% 13.93% 11.29% 5.43% 4.5% 4.85% 3.35% 3.12% 2.9%
2025/03/24 14.38% 15.75% 11.7% 11.54% 4.35% 4.57% 3.69% 3.77% 3.18% 2.69%
2025/03/25 15.93% 16.75% 12.82% 11.64% 2.76% 3.69% 3.33% 3.69% 3.55% 2.2%
2025/03/26 15.39% 16.41% 11.21% 11.97% 3.85% 4.09% 4.28% 3.89% 3.02% 2.92%
2025/03/27 15.66% 12.24% 14.57% 9.77% 5.23% 4.45% 3.61% 3.79% 3.33% 3.57%
2025/03/28 16.67% 15.79% 12.86% 9.54% 4.25% 4.28% 3.47% 3.43% 2.97% 3.67%
2025/03/29 17.56% 13.03% 11.81% 9.9% 5.1% 4.65% 3.67% 3.37% 3.12% 3.77%
2025/03/30 18.37% 11.12% 10.79% 11.06% 6.16% 5.09% 4.81% 3.61% 2.95% 3.05%
2025/03/31 16.17% 14.22% 13.44% 11.25% 5.54% 5.34% 4.34% 4.24% 3.05% 1.97%

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In March 2025, Backmarket.co.uk led with fluctuating impressions, peaking mid-month. EE.co.uk saw a dip early on but recovered. Carphonewarehouse.com and Samsung.com maintained steady shares. Raylo.com and Sky.com showed gradual increases, while Mobiles.co.uk and Vodafone.co.uk remained stable. Tescomobile.com ended with a decline.

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
    iPhone https://www.apple.com › uk

    Explore the lineup — Introducing iPhone 16e. Explore iPhone 16 and iPhone 16 Pro. Learn more. Designed to...

  2. 2
    Carphone Warehouse https://carphonewarehouse.com › carphone › warehouse

    We Compare, You Save — Browse And Order Online From Our Huge Range of Products. Get Yours From Carphone Warehouse

  3. 3
    Mobile Phones, Phone Contracts https://www.tescomobile.com

    Mobile Phone Deals — Discover top range of mobile phone deals, from SIM only and SIM free monthly contracts. Discover...

  4. 4
    Compare Mobile SIM Only Deals https://www.uswitch.com › sim_only › deals

    Compare SIM Only at Uswitch — Choose From A Range Of 0 to 24 Month Contract Deals That Suit You From Loads Of Networks

  5. 5
    Vodafone UK https://www.vodafone.co.uk

    Vodafone Mobile Phone Deals — Choose now from our huge range of phones and tablets, and find the perfect bundle for you. The...

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In the competitive world of mobile phones, Apple’s ad shines with its focus on innovation, introducing the iPhone 16e. Carphone Warehouse emphasizes savings through comparison, while Tesco Mobile highlights diverse deals. Uswitch offers flexibility with SIM-only options, and Vodafone showcases a wide range of bundles.

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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.