Brandwave

How popular ishumm?

In September 2026, people searched for humm by name about 18,100 times in Australia, a 33.2% decrease from the previous year. These searches made up 5.3% of all Australia buy now pay later service searches, placing humm fourth out of five services. When we asked both ChatGPT and Google AI Overviews about buy now pay later services, humm appeared in one of the five answers and was the fifth most recommended of the five.

Search and AI answers in September 2026

humm is the fourth most searched of 5 competitors and the fifth most recommended in AI answers.

  1. AfterpayShare of searches 71.6%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  2. ZipShare of searches 11.8%Mentioned in 5 of 5 AI answersPlace in AI recommendations 2nd
  3. KlarnaShare of searches 7.9%Mentioned in 3 of 5 AI answersPlace in AI recommendations 4th
  4. hummShare of searches 5.3%Mentioned in 1 of 5 AI answersPlace in AI recommendations 5th
  5. PayPalShare of searches 3.5%Mentioned in 5 of 5 AI answersPlace in AI recommendations 1st
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Top buy now pay later services in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, humm was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. humm is the fifth most recommended of the five.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. PayPal1st
  2. Zip2nd
  3. Afterpay3rd
  4. Klarna4th
  5. humm5th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Zip5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • PayPal5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Afterpay4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Klarna3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • humm1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about buy now pay later services

5 answers

Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.

Which buy now pay later services compete with humm?

humm against buy now pay later services in Australia, by month

Share of searches by month for Afterpay, Zip, Klarna, humm, PayPal. The figures are in the table below the chart.

View monthly share of searches table
MonthAfterpayZipKlarnahummPayPal
Oct 202570.7%11.6%7.8%6.4%3.5%
Nov 202568.4%13.8%7.5%6.2%4.1%
Dec 202571%11.7%7.8%5.2%4.3%
Jan 202670.2%11.6%7.7%6.3%4.2%
Feb 202666.4%13.4%8.9%7.3%4%
Mar 202667.5%13.6%7.4%7.4%4.1%
Apr 202670.7%11.6%7.8%6.4%3.5%
May 202670.7%11.6%7.8%6.4%3.5%
Jun 202668.4%13.8%7.5%6.2%4.1%
Jul 202671.6%11.8%7.9%5.3%3.5%
Aug 202671.6%11.8%7.9%5.3%3.5%
Sep 202671.6%11.8%7.9%5.3%3.5%

  1. 1.Afterpay

    71.6%

    Held 1st. 246K estimated branded searches, 0% vs prior month. Share 0 points.

  2. 2.Zip

    11.8%

    Held 2nd. 40.5K estimated branded searches, 0% vs prior month. Share 0 points.

  3. 3.Klarna

    7.9%

    Held 3rd. 27.1K estimated branded searches, 0% vs prior month. Share 0 points.

  4. 4.humm

    5.3%

    Held 4th. 18.1K estimated branded searches, 0% vs prior month. Share 0 points.

  5. 5.PayPal

    3.5%

    Held 5th. 12.1K estimated branded searches, 0% vs prior month. Share 0 points.

Compare popularity between humm and its closest rivals

Every comparison with humm

4 comparisons

How has branded search demand for humm changed in Australia over the last 12 months?

3 findings
  • Across the 12 months ending September 2026, estimated monthly branded searches for humm in Australia fell from 27.1K to 18.1K.
  • Across the 12 months ending September 2026, humm’s share of searches among buy now pay later services in Australia decreased from 6.4% to 5.3%.
  • Across the 12 months ending September 2026, humm’s share of searches among buy now pay later services in Australia peaked at 7.4% in March 2026 and was lowest at 5.2% in December 2025.

How did search popularity change for Australia buy now pay later services in September 2026?

5 changes

  1. Estimated monthly branded searches for humm in Australia fell 33.2% over 12 measured months, from 27.1K to 18.1K in September 2026.

  2. Estimated monthly branded searches for Afterpay in Australia fell 18.3% over 12 measured months, from 301K to 246K in September 2026.

  3. Estimated monthly branded searches for PayPal in Australia fell 18.2% over 12 measured months, from 14.8K to 12.1K in September 2026.

  4. Estimated monthly branded searches for Zip in Australia fell 18.2% over 12 measured months, from 49.5K to 40.5K in September 2026.

  5. Estimated monthly branded searches for Klarna in Australia fell 18.1% over 12 measured months, from 33.1K to 27.1K in September 2026.

How are humm’s branded searches counted?

1 search term

Brandwave collects information about searches that people make online using humm’s name. When viewed over time, estimated search volumes for this branded term can be used to understand whether interest in the brand is growing, holding steady, or fading.

  • humm

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How the Brand Demand Index is measured

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