--- title: "Afterpay vs humm: Which is searched more in Australia?" description: "Is Afterpay or humm more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Buy now pay later services set in Australia. 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/compare/afterpay-vs-humm" publisher: "Brandwave" --- # Afterpay vs humm: Which is searched more in Australia? Is Afterpay or humm more popular in search? Compare estimated monthly branded-search demand and Share of Search inside the Buy now pay later services set in Australia. 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 - **Compared**: Afterpay and humm - **Competitive set**: Buy now pay later services - **Market**: Australia - **Month measured**: Sep 2026 - **Afterpay Share of Search**: 71.6% - **humm Share of Search**: 5.3% ## Is Afterpay or humm more popular in search? - In September 2026, Afterpay had more branded searches than humm among buy now pay later services in Australia. Afterpay had about 246,000 branded searches, while humm had 18,100. Afterpay made up 71.6% of all buy now pay later service searches we track, and humm accounted for 5.3%. - Afterpay was ahead of humm in every measured month of the 12 months ending September 2026. - Across the 12 months ending September 2026, Afterpay’s share of searches among buy now pay later services in Australia moved from 70.7% to 71.6%, and its estimated monthly branded searches moved from 301K to 246K. - Across the 12 months ending September 2026, humm’s share of searches among buy now pay later services in Australia moved from 6.4% to 5.3%, and its estimated monthly branded searches moved from 27.1K to 18.1K. ## Top buy now pay later services in ChatGPT and Google AI Overviews In three ChatGPT questions and two Google AI Overviews, Afterpay was mentioned in four out of five: in two of the three ChatGPT answers and in both 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. Afterpay was listed before humm in four out of five answers. 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 | | --- | --- | --- | --- | --- | | PayPal | 1st | 3 of 3 | 2 of 2 | 5 of 5 | | Zip | 2nd | 3 of 3 | 2 of 2 | 5 of 5 | | Afterpay | 3rd | 2 of 3 | 2 of 2 | 4 of 5 | | Klarna | 4th | 2 of 3 | 1 of 2 | 3 of 5 | | humm | 5th | 1 of 3 | 0 of 2 | 1 of 5 | ## Every AI answer about buy now pay later services - Asked ChatGPT "Which buy now pay later service should I use in Australia?": 1. PayPal, 2. Afterpay, 3. Klarna, 4. Zip - Asked ChatGPT "What are the best buy now pay later services in Australia?": 1. PayPal, 2. Afterpay, 3. Zip, 4. Klarna - Asked ChatGPT "What's the best buy now pay later option in Australia for a large purchase?": 1. Zip, 2. humm, 3. PayPal - Searched Google, AI Overview "buy now pay later": 1. Afterpay, 2. PayPal, 3. Zip - Searched Google, AI Overview "afterpay alternatives": 1. Zip, 2. Klarna, 3. PayPal, 4. Afterpay Brands are listed in the order each answer named them. The answers were collected in Australia on October 22, 2026. ## How did search popularity change for Australia buy now pay later services in September 2026? - Estimated monthly branded searches for humm in Australia fell 33.2% over 12 measured months, from 27.1K to 18.1K in September 2026. - Estimated monthly branded searches for Afterpay in Australia fell 18.3% over 12 measured months, from 301K to 246K in September 2026. ## Month by month | Month | Afterpay estimated searches | Afterpay Share of Search | Afterpay rank | humm estimated searches | humm Share of Search | humm rank | | --- | --- | --- | --- | --- | --- | --- | | Oct 2025 | 301K | 70.7% | 1 | 27.1K | 6.4% | 4 | | Nov 2025 | 301K | 68.4% | 1 | 27.1K | 6.2% | 4 | | Dec 2025 | 301K | 71% | 1 | 22.2K | 5.2% | 4 | | Jan 2026 | 246K | 70.2% | 1 | 22.2K | 6.3% | 4 | | Feb 2026 | 201K | 66.4% | 1 | 22.2K | 7.3% | 4 | | Mar 2026 | 246K | 67.5% | 1 | 27.1K | 7.4% | 3 | | Apr 2026 | 246K | 70.7% | 1 | 22.2K | 6.4% | 4 | | May 2026 | 246K | 70.7% | 1 | 22.2K | 6.4% | 4 | | Jun 2026 | 246K | 68.4% | 1 | 22.2K | 6.2% | 4 | | Jul 2026 | 246K | 71.6% | 1 | 18.1K | 5.3% | 4 | | Aug 2026 | 246K | 71.6% | 1 | 18.1K | 5.3% | 4 | | Sep 2026 | 246K | 71.6% | 1 | 18.1K | 5.3% | 4 | ## How each brand is measured Brandwave collects information about searches that people make online using Afterpay’s and humm’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. - **Afterpay**: Measured on the search term “afterpay”. - **humm**: Measured on the search term “humm”. - [Afterpay profile](/demand/au/brands/afterpay) - [humm profile](/demand/au/brands/humm) - [All buy now pay later services in Australia](/demand/au/categories/au-buy-now-pay-later-services): The set both shares are measured inside, 5 brands. ## Methodology - [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused. ## Frequently asked questions ### Is Afterpay or humm more popular in search? In September 2026, Afterpay had more branded searches than humm among buy now pay later services in Australia. Afterpay had about 246,000 branded searches, while humm had 18,100. Afterpay made up 71.6% of all buy now pay later service searches we track, and humm accounted for 5.3%. ## Cite this page Brandwave. "Afterpay vs humm: Which is searched more in Australia?". https://gobrandwave.com/demand/au/compare/afterpay-vs-humm This page is also available as HTML at https://gobrandwave.com/demand/au/compare/afterpay-vs-humm. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.