Virgin Mobile UK is the market leader for Sim-only contracts, according to independent industry analysts, GfK.
Figures show that in May 2008 Virgin Mobile had 29.5% of the Sim-only market.
Virgin Mobile said that it experienced a leap in market share on the back of the launch of the Liberty SIM in March.
This launch, combined with Virgin’s direct marketing of its Sim-only contracts to Virgin Media households since the start of the year, has pushed them into first position.
It was also supported by an above-the-line press and outdoor campaign, PR, cover mounts and recent TV idents for the Big Brother 9 sponsorship.
Graeme Oxby, managing director of Virgin Mobile, said: ‘It’s symptomatic of the world we live in, especially in the current economic climate that Sim-only deals have become, in no time, the fastest growing part of the mobile contract market alongside mobile broadband.’