Brandwave

How popular isING?

In September 2026, people searched for ING by name about 62,300 times in Australia, a 6% decrease from the previous year. These searches made up 1% of all Australia bank searches, placing ING eighth out of nine banks. When we asked both ChatGPT and Google AI Overviews about banks, ING appeared in four of the five answers and was the most recommended of the nine.

Search and AI answers in September 2026

ING is the eighth most searched of 9 competitors and the most recommended in AI answers.

  1. CommBankShare of searches 28.4%Mentioned in 4 of 5 AI answersPlace in AI recommendations 3rd
  2. ANZShare of searches 21%Mentioned in 2 of 5 AI answersPlace in AI recommendations 7th
  3. WestpacShare of searches 21%Mentioned in 3 of 5 AI answersPlace in AI recommendations 6th
  4. NABShare of searches 18.1%Mentioned in 3 of 5 AI answersPlace in AI recommendations 5th
  5. INGShare of searches 1%Mentioned in 4 of 5 AI answersPlace in AI recommendations 1st

+4 more

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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.

Most recommended by AI

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

  1. ING1st
  2. Macquarie Bank2nd
  3. CommBank3rd
  4. Up4th
  5. NAB5th
  6. Westpac6th
  7. ANZ7th
  8. ubank8th
  9. Bendigo Bank9th

Mentioned by AI

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

  • CommBank4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Macquarie Bank4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • ING4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Westpac3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • NAB3 of 5Named in 1 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Up3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • ANZ2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Bendigo Bank2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • ubank2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers

See every answer about banks

5 answers

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

Which banks compete with ING?

ING against banks in Australia, by month

Share of searches by month for CommBank, ANZ, Westpac, NAB, Bendigo Bank, Macquarie Bank, ING. The figures are in the table below the chart.

View monthly share of searches table
MonthCommBankANZWestpacNABBendigo BankMacquarie BankubankINGUp
Oct 202530.5%20.6%20.6%17.6%5.1%3.4%1%0.86%0.45%
Nov 202528.4%21.3%21.3%18.2%5.2%3.5%0.86%0.79%0.47%
Dec 202529.6%22.2%22.2%15.6%5.5%3%0.9%0.64%0.4%
Jan 202629.8%22.4%22.4%15.6%4.5%3%1.1%0.75%0.49%
Feb 202631.1%19%23.3%16.3%4.7%3.1%1.2%0.78%0.51%
Mar 202628.5%21.4%21.4%18.3%5.3%2.9%1.1%0.72%0.47%
Apr 202625.7%23.5%23.5%16.4%5.8%3.1%0.95%0.64%0.42%
May 202625.5%23.2%23.2%16.2%5.7%3.8%1.1%0.78%0.51%
Jun 202626%23.7%23.7%16.6%4.7%3.2%1.2%0.65%0.43%
Jul 202626%23.7%23.7%16.6%4.8%3.2%0.96%0.68%0.43%
Aug 202627.9%18.7%22.9%19.4%5.6%3.1%1.1%0.77%0.51%
Sep 202628.4%21%21%18.1%5.2%3.5%1.3%1%0.57%

  1. 1.CommBank

    28.4%

    Held 1st. 1.6M estimated branded searches, -9.7% vs prior month. Share +0.5 points.

  2. 2.ANZ

    21%

    Moved from 4th to 2nd. 1.2M estimated branded searches, 0% vs prior month. Share +2.4 points.

  3. 3.Westpac

    21%

    Moved from 2nd to 3rd. 1.2M estimated branded searches, -18.7% vs prior month. Share -1.9 points.

  4. 4.NAB

    18.1%

    Moved from 3rd to 4th. 1M estimated branded searches, -17.3% vs prior month. Share -1.3 points.

  5. 5.Bendigo Bank

    5.2%

    Held 5th. 301K estimated branded searches, -18.2% vs prior month. Share -0.4 points.

  6. 6.Macquarie Bank

    3.5%

    Held 6th. 201K estimated branded searches, 0% vs prior month. Share +0.4 points.

  7. 7.ubank

    1.3%

    Held 7th. 74K estimated branded searches, 0% vs prior month. Share +0.1 points.

  8. 8.ING

    1%

    Held 8th. 59.4K estimated branded searches, +17.9% vs prior month. Share +0.3 points.

  9. 9.Up

    0.57%

    Held 9th. 33.1K estimated branded searches, 0% vs prior month. Share +0.1 points.

Compare popularity between ING and its closest rivals

Every comparison with ING

15 comparisons

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

2 findings
  • 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%.

How did search popularity change for Australia banks in September 2026?

6 changes

  1. In September 2026, ANZ overtook Westpac and NAB to rank 2nd among banks in Australia, with 21% of the searches.

  2. In September 2026, Westpac lost share of searches among banks in Australia, from 22.9% to 21%.

  3. In September 2026, NAB lost share of searches among banks in Australia, from 19.4% to 18.1%.

  4. 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.

  5. Estimated monthly branded searches for Macquarie Bank in Australia fell 18.3% over 12 measured months, from 246K to 201K in September 2026.

  6. Estimated monthly branded searches for Bendigo Bank in Australia fell 18.2% over 12 measured months, from 368K to 301K in September 2026.

How are ING’s branded searches counted?

3 search terms

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

Do you work for ING? To request corrections or removal please contact us via our support page and we will be happy to assist.

How the Brand Demand Index is measured

Where does ING compete?

ING is ranked in two competitor sets. Each share is worked out among that set's brands, so it differs from set to set.
Competitor setRankShare of searchesRanking
Banks8th of 91%Shown above
Personal loan lenders8th of 82%Show ranking
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Is ING your brand?

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