Brands over time

Lycamobile
over time

Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022

112 of Lycamobile's own blog posts, press releases and announcements, 2016 to 2026, measured sentence by sentence. How the writing has moved over the years, how it compares with 14 other mobile and broadband providers, and what it sounds like in its own words.

Pages measured
112
Years covered
2016–26
Archived before ChatGPT
0
Blog · press
109 · 3

01 · Homepage

One capture a year

Lycamobile's homepage from 2007 to 2025, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.

2025lycamobile.co.uk8 Jul 2025
Lycamobile homepage, 8 Jul 2025

Screenshot of Lycamobile’s homepage (lycamobile.co.uk) as archived by the Internet Archive on 8 Jul 2025. © Lycamobile or its licensors. Shown for comparison and review; not endorsed by Lycamobile.

Homepage

2025

“Already with Lyca?”

Page title

Low Cost, High Value plans from £2.50 p/m | Lyca Mobile UK

Open on the Internet Archive
  1. 2011GET GOLD SIM
  2. 2018Buy the latest smartphones
  3. 2019Port-In your number to Lycamobile
  4. 2021Great value SIM-only mobile plans
  5. 2023SIM ONLY DEALS
  6. 2025Already with Lyca?

18 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.

02 · Measures by year

How the writing moved

Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.

Sentence lengthAverage words per sentence.
6
12
18
Telecoms avg 13.2
17.4
15.9
14.7
12.7
12.7
12.7
ChatGPT · Nov 2022
2015no pages
20161 pp
2017no pages
20181 pp
2019no pages
2020no pages
2021no pages
2022no pages
20237 pp
20245 pp
20252 pp
202617 pp
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
201617.41
201815.91
202314.77
202412.75
202512.72
202612.717

Years with pages: 2016 (1), 2018 (1), 2023 (7), 2024 (5), 2025 (2), 2026 (17). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).

03 · Against its sector

Lycamobile among mobile and broadband providers

Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. Select a dot to open that brand.

  1. Em dashes

    63% less than its sector

    0.97 against a sector average of 2.59; lowest of 13.

  2. "We"

    60% less than its sector

    14% against a sector average of 34%; lowest of 13.

  3. "You"

    40% more than its sector

    84% against a sector average of 60%; highest of 13.

Sentence lengthMid-table, 7th of 13
Lycamobile 13.3
9.716.5
Contractions2nd lowest of 13
Lycamobile 13.1
12.725.2
"You"Highest of 13
Lycamobile 84%
30%84%
"We"Lowest of 13
Lycamobile 14%
14%57%
QuestionsMid-table, 7th of 13
Lycamobile 4.5
0.97.0
Long words4th lowest of 13
Lycamobile 21%
19%31%
Em dashesLowest of 13
Lycamobile 0.97
0.974.72
AI-associated words5th highest of 13
Lycamobile 1.42
0.462.88
Exclamations2nd highest of 13
Lycamobile 1.67
0.162.28
Page lengthMid-table, 6th of 13
Lycamobile 978
5111,910

Pages measured: TalkTalk 74 · Hyperoptic 46 · Community Fibre 133 · SMARTY 183 · iD Mobile 49 · Lebara 0 · Lycamobile 112 · O2 138 · Zen Internet 186 · BT 9 · Sky 324 · Virgin Media 185 · Vodafone 172 · Three 141 · giffgaff 63. Measures and method: SGR-010; the brand list and sectors come from SGR-009.

04 · Vocabulary

Words Lycamobile uses more than its peers

The words this brand reaches for more often than the rest of its sector. This is subject matter more than voice.

sim184.6 vs 13.3
esim179.5 vs 2.7
international131.5 vs 4.1
plan150.6 vs 13.7
roaming103.9 vs 6.2
data189.0 vs 33.6
unlimited84.3 vs 5.6
plans88.4 vs 9.1
card55.7 vs 3.4
pay77.2 vs 10.0
travel48.3 vs 3.3
minutes48.3 vs 4.3
LycamobileSector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 112 pages. Product names and page furniture filtered automatically; list not yet reviewed.

05 · In its own words

What it sounded like

Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.

20234 Oct · Blog
“Staying connected and online is a necessity today. With an ever-increasing demand for data, choosing the right data plan has become more critical than ever. So, how much is 100GB of data per month, and is it enough for your needs?”
Is 100GB Data Enough? Discover the Ideal Data Plan for You
20261 Apr · Blog
“If you have ever ordered a replacement SIM card and were unsure of what size to select, or if you've encountered the term "eSIM" and you are somewhat confused by it, you are not alone. There have been many advances in SIM card technology during the last several years. Nowadays, there are three major types of SIM cards: Nano SIM, micro-SIM, and eSIM.”
eSIM vs Nano SIM vs Micro SIM: Which One Do You Need?

06 · Every page

All 112 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 112 count towards the measures. Pages with no reliable date count in the overall numbers but in no year.

202617 pages
20252 pages
20245 pages
20237 pages
20181 page
20161 page
In the overall numbers, no year79 pages

07 · Method

How this was measured

The pages

Lycamobile's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.

The measures

Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.

What it cannot say

These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.

Sample sizes

Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.

Sentence length
Average words per sentence.
Sentence rhythm
How much sentence length varies (standard deviation over mean). Higher reads less even.
Contractions
Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
"You"
Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
"We"
Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
Questions
Question marks per 1,000 words.
Exclamations
Exclamation marks per 1,000 words.
Long words
Share of words with seven or more letters.
Em dashes
Em dashes per 1,000 words.
AI-associated words
Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
AI-era marketing words
Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
Quieter LLM-favoured words
Everyday words language models are known to over-use, per 1,000 words. A style measure only.
AI-associated sentence shapes
Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
Page length
Average words per page.

Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.