--- title: "ING: search popularity in Australia" description: "ING is a digital bank offering savings accounts, everyday accounts and home loans. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time." canonical: "https://gobrandwave.com/demand/au/brands/ing-australia" publisher: "Brandwave" --- # ING: search popularity in Australia ING is a digital bank offering savings accounts, everyday accounts and home loans. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time. ## Key facts - **Brand**: ING - **Market**: Australia - **Measured month**: Sep 2026 - **Share of Search among banks**: 1% ## Where the brand sits | Competitive set | Rank | Share of Search | Estimated monthly branded searches | | --- | --- | --- | --- | | Banks | 8 | 1% | 59.4K | | Personal loan lenders | 8 | 2% | 2.9K | - [Banks](/demand/au/categories/au-banks) - [Personal loan lenders](/demand/au/categories/au-personal-loan-lenders) ## Top banks in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, ING was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. ING is the most recommended of the nine. Brands get a higher AI rank if they are mentioned earlier in the answers that list options. | Brand | AI rank | ChatGPT answers that named it | Google AI Overviews that named it | All answers that named it | | --- | --- | --- | --- | --- | | ING | 1st | 3 of 3 | 1 of 2 | 4 of 5 | | Macquarie Bank | 2nd | 3 of 3 | 1 of 2 | 4 of 5 | | CommBank | 3rd | 2 of 3 | 2 of 2 | 4 of 5 | | Up | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | NAB | 5th | 1 of 3 | 2 of 2 | 3 of 5 | | Westpac | 6th | 1 of 3 | 2 of 2 | 3 of 5 | | ANZ | 7th | 1 of 3 | 1 of 2 | 2 of 5 | | ubank | 8th | 1 of 3 | 1 of 2 | 2 of 5 | | Bendigo Bank | 9th | 1 of 3 | 1 of 2 | 2 of 5 | ## Every AI answer about banks - Asked ChatGPT "Which bank should I use in Australia?": 1. Macquarie Bank, 2. Up, 3. ING, 4. ubank, 5. CommBank - Asked ChatGPT "What are the best banks in Australia?": 1. CommBank, 2. Macquarie Bank, 3. ING, 4. NAB, 5. Westpac, 6. ANZ, 7. Bendigo Bank - Asked ChatGPT "What's the best bank in Australia for a high interest savings account?": 1. ING, 2. Up, 3. Macquarie Bank - Searched Google, AI Overview "bank account": 1. CommBank, 2. Westpac, 3. NAB - Searched Google, AI Overview "best bank australia": 1. CommBank, 2. Westpac, 3. NAB, 4. ANZ, 5. ING, 6. ubank, 7. Up, 8. Bendigo Bank, 9. Macquarie Bank Brands are listed in the order each answer named them. The answers were collected in Australia on October 22, 2026. ## How has branded search demand for ING changed in Australia over the last 12 months? - Across the 12 months ending September 2026, estimated monthly branded searches for ING in Australia fell from 66.3K to 62.3K. - Across the 12 months ending September 2026, ING’s share of searches among banks in Australia held steady, from 0.86% to 1%. - Across the 12 months ending September 2026, ING’s share of searches among personal loan lenders in Australia decreased from 2.8% to 2%. - Across the 12 months ending September 2026, ING’s share of searches among personal loan lenders in Australia peaked at 2.8% in October 2025 and was lowest at 1.6% in December 2025. ## How did search popularity change for Australia banks in September 2026? - In September 2026, ANZ overtook Westpac and NAB to rank 2nd among banks in Australia, with 21% of the searches. - In September 2026, Westpac lost share of searches among banks in Australia, from 22.9% to 21%. - In September 2026, NAB lost share of searches among banks in Australia, from 19.4% to 18.1%. - CommBank’s share of searches among banks in Australia has gained ground for 3 months in a row, from 26% to 28.4% in September 2026. - Estimated monthly branded searches for Macquarie Bank in Australia fell 18.3% over 12 measured months, from 246K to 201K in September 2026. - Estimated monthly branded searches for Bendigo Bank in Australia fell 18.2% over 12 measured months, from 368K to 301K in September 2026. ## How did search popularity change for Australia personal loan lenders in September 2026? - In September 2026, Latitude Financial gained share of searches among personal loan lenders in Australia, from 33.1% to 37.2%. - In September 2026, MoneyMe lost share of searches among personal loan lenders in Australia, from 16.4% to 15.3%. - In September 2026, Plenti lost share of searches among personal loan lenders in Australia, from 16.4% to 15.3%. - In September 2026, Harmoney lost share of searches among personal loan lenders in Australia, from 10.9% to 10.2%. - In September 2026, NOW Finance lost share of searches among personal loan lenders in Australia, from 8.9% to 8.4%. - Estimated monthly branded searches for ING in Australia fell 19.4% over 12 measured months, from 3.6K to 2.9K in September 2026. ## Historical estimated branded-search demand | Month | Competitive set | Estimated monthly branded searches | Share of Search | Rank | | --- | --- | --- | --- | --- | | Oct 2025 | Banks | 62.7K | 0.86% | 8 | | Nov 2025 | Banks | 55.3K | 0.79% | 8 | | Dec 2025 | Banks | 43K | 0.64% | 8 | | Jan 2026 | Banks | 50.4K | 0.75% | 8 | | Feb 2026 | Banks | 50.4K | 0.78% | 8 | | Mar 2026 | Banks | 50.4K | 0.72% | 8 | | Apr 2026 | Banks | 41.2K | 0.64% | 8 | | May 2026 | Banks | 50.4K | 0.78% | 8 | | Jun 2026 | Banks | 41.2K | 0.65% | 8 | | Jul 2026 | Banks | 43K | 0.68% | 8 | | Aug 2026 | Banks | 50.4K | 0.77% | 8 | | Sep 2026 | Banks | 59.4K | 1% | 8 | | Oct 2025 | Personal loan lenders | 3.6K | 2.8% | 8 | | Nov 2025 | Personal loan lenders | 2.9K | 2% | 8 | | Dec 2025 | Personal loan lenders | 2.4K | 1.6% | 8 | | Jan 2026 | Personal loan lenders | 2.9K | 1.8% | 8 | | Feb 2026 | Personal loan lenders | 2.9K | 2.1% | 8 | | Mar 2026 | Personal loan lenders | 2.9K | 1.9% | 8 | | Apr 2026 | Personal loan lenders | 2.4K | 1.6% | 8 | | May 2026 | Personal loan lenders | 2.9K | 1.8% | 8 | | Jun 2026 | Personal loan lenders | 2.9K | 2% | 8 | | Jul 2026 | Personal loan lenders | 2.9K | 2.2% | 8 | | Aug 2026 | Personal loan lenders | 2.9K | 2.1% | 8 | | Sep 2026 | Personal loan lenders | 2.9K | 2% | 8 | ## How are ING’s branded searches counted? Brandwave collects information about searches that people make online using ING’s name. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brand is growing, holding steady, or fading. - “ing australia” - “ing bank” - “ing personal loan” ## Which banks compete with ING? - [CommBank](/demand/au/brands/commbank) - [ANZ](/demand/au/brands/anz) - [Westpac](/demand/au/brands/westpac) - [NAB](/demand/au/brands/nab-bank): Head-to-head: /demand/au/compare/ing-australia-vs-nab-bank - [Bendigo Bank](/demand/au/brands/bendigo-bank): Head-to-head: /demand/au/compare/bendigo-bank-vs-ing-australia - [Macquarie Bank](/demand/au/brands/macquarie-bank): Head-to-head: /demand/au/compare/ing-australia-vs-macquarie-bank - [ubank](/demand/au/brands/ubank): Head-to-head: /demand/au/compare/ing-australia-vs-ubank - [Up](/demand/au/brands/up-bank): Head-to-head: /demand/au/compare/ing-australia-vs-up-bank ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Cite this page Brandwave. "ING: search popularity in Australia". https://gobrandwave.com/demand/au/brands/ing-australia This page is also available as HTML at https://gobrandwave.com/demand/au/brands/ing-australia. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.