1st Energy vs Lumo Energy:Which is more popular?
In September 2026, 1st Energy had more branded searches than Lumo Energy among energy retailers in Australia. 1st Energy had about 27,100 branded searches, while Lumo Energy had 22,200. 1st Energy made up 2.6% of all energy retailer searches we track, and Lumo Energy accounted for 2.2%. When we asked ChatGPT and Google AI Overviews about energy retailers, 1st Energy appeared in two of the five answers and Lumo Energy in one. 1st Energy was mentioned before Lumo Energy in two out of three answers that named either.
Who do people search for more?
1st Energy, about 22% more searches than Lumo Energy
Who does AI mention more?
1st Energy, mentioned in 2 of 5 answers, Lumo Energy in 1
Who does AI recommend more?
1st Energy, named ahead of Lumo Energy in 2 of 3 answers
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Top energy retailers in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, 1st Energy was mentioned in two out of five: in one of the three ChatGPT answers and in one of the two Google AI Overviews. Lumo Energy was mentioned in one out of five: in one of the three ChatGPT answers, but not in either of the two Google AI Overviews. 1st Energy was listed before Lumo Energy in two out of three answers that named either.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
GloBird Energy1st
OVO2nd
Origin3rd
AGL4th
Red Energy5th- 1st Energy6th
Momentum Energy7th
EnergyAustralia8th
Alinta Energy9th- +1 more
Lumo Energy11th- +1 more
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
- Origin4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- EnergyAustralia4 of 5Named in 2 of 3 ChatGPT answersNamed in 2 of 2 Google answers
- AGL3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- GloBird Energy3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- 1st Energy2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- OVO2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Red Energy1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Alinta Energy1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
- Lumo Energy1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Amber1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about energy retailers
5 answers
Asked ChatGPT
“Which energy retailer should I switch to in Australia?”
Asked ChatGPT
“What are the best energy retailers in Australia?”
Asked ChatGPT
“What's the cheapest good electricity provider in Australia for a home with solar panels?”
Searched Google, AI Overview
“compare electricity”
Searched Google, AI Overview
“best energy provider”
Brands are shown in the order each answer named them. The survey took place in Australia on October 22, 2026.
Is 1st Energy or Lumo Energy more popular in search?
This chart shows how often people search Google for 1st Energy and Lumo Energy by name. Each line represents a brand's share of searches for all 12 energy retailers we track, month by month, from searches in Australia.
Share of searches by month for 1st Energy, Lumo Energy. The figures are in the table below the chart.
View monthly share of searches table
| Month | AGL | Origin | EnergyAustralia | Red Energy | GloBird Energy | Alinta Energy | 1st Energy | OVO | Lumo Energy | Amber | Momentum Energy | Powershop |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Oct 2025 | 25.7% | 21% | 17.2% | 11.5% | 5.2% | 6.3% | 0.69% | 2.8% | 2.8% | 2.8% | 2.3% | 1.5% |
| Nov 2025 | 22.9% | 22.9% | 18.8% | 10.3% | 5.6% | 6.9% | 0.75% | 2.5% | 2.5% | 2.5% | 2.5% | 1.7% |
| Dec 2025 | 24.1% | 24.1% | 16.2% | 10.8% | 4.8% | 7.2% | 0.65% | 2.7% | 2.7% | 3.2% | 2.2% | 1.4% |
| Jan 2026 | 20.6% | 25.2% | 16.9% | 11.2% | 6.2% | 7.6% | 0.83% | 2.8% | 2.3% | 2.8% | 2.3% | 1.5% |
| Feb 2026 | 21.6% | 26.5% | 14.5% | 11.8% | 6.5% | 6.5% | 0.71% | 2.9% | 2.4% | 2.9% | 1.9% | 1.6% |
| Mar 2026 | 23.5% | 23.5% | 15.8% | 10.5% | 7.1% | 7.1% | 0.77% | 3.2% | 2.1% | 2.6% | 2.1% | 1.7% |
| Apr 2026 | 22.2% | 22.2% | 14.9% | 10% | 10% | 6.7% | 0.89% | 3.7% | 2.5% | 3% | 2% | 2% |
| May 2026 | 24.1% | 24.1% | 13.2% | 10.8% | 8.9% | 5.9% | 1.2% | 4% | 2.2% | 2.2% | 1.8% | 1.8% |
| Jun 2026 | 23.7% | 23.7% | 13% | 10.6% | 7.1% | 7.1% | 1.7% | 4.8% | 2.1% | 2.1% | 2.1% | 1.7% |
| Jul 2026 | 20.3% | 24.9% | 13.6% | 11.2% | 7.5% | 7.5% | 1.8% | 5% | 2.2% | 1.8% | 1.8% | 2.2% |
| Aug 2026 | 23.6% | 23.6% | 13% | 10.6% | 8.7% | 7.1% | 1.7% | 3.9% | 2.6% | 1.7% | 1.7% | 1.7% |
| Sep 2026 | 23.8% | 23.8% | 16% | 10.7% | 7.2% | 5.9% | 2.6% | 2.6% | 2.2% | 1.8% | 1.8% | 1.8% |
How has the 1st Energy and Lumo Energy comparison changed over the last 12 months?
3 findings
- The lead changed hands once in the 12 months ending September 2026: 1st Energy took it in September 2026.
- Across the 12 months ending September 2026, 1st Energy’s share of searches among energy retailers in Australia moved from 0.69% to 2.6%, and its estimated monthly branded searches moved from 6.6K to 27.1K.
- Across the 12 months ending September 2026, Lumo Energy’s share of searches among energy retailers in Australia moved from 2.8% to 2.2%, and its estimated monthly branded searches moved from 27.1K to 22.2K.
How did search popularity change for Australia energy retailers in September 2026?
2 changes
In September 2026, 1st Energy overtook OVO and Lumo Energy to rank 7th among energy retailers in Australia, with 2.6% of the searches.
Estimated monthly branded searches for Lumo Energy in Australia fell 18.1% over 12 measured months, from 27.1K to 22.2K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using 1st Energy’s and Lumo Energy’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
1st Energy
1 branded search term
- 1st energy
Lumo Energy
1 branded search term
- lumo energy
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