Brandwave

ING vs NAB:Which is more popular?

In September 2026, NAB had more branded searches than ING among banks in Australia. NAB had about 1 million branded searches, while ING had 59,400. NAB made up 18.1% of all bank searches we track, and ING accounted for 1%. When we asked ChatGPT and Google AI Overviews about banks, ING appeared in four of the five answers and NAB in three. ING was mentioned before NAB in three out of four answers.

Among banks in Australia in September 2026

Who do people search for more?

NAB, about 18 searches for every 1 for ING

NAB 1M searchesING 59.4K searches

Who does AI mention more?

ING, mentioned in 4 of 5 answers, NAB in 3

ING in 4 of 5NAB in 3 of 5

Who does AI recommend more?

ING, named ahead of NAB in 3 of 4 answers

ING first in 3NAB first in 1

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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. NAB was mentioned in three out of five: in one of the three ChatGPT answers and in both Google AI Overviews. ING was listed before NAB in three out of four answers.

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.

Is ING or NAB more popular in search?

This chart shows how often people search Google for ING and NAB by name. Each line represents a brand's share of searches for all nine banks we track, month by month, from searches in Australia.

ING and NAB among banks in Australia, by month

Share of searches by month for NAB, 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%

How has the ING and NAB comparison changed over the last 12 months?

3 findings
  • NAB was ahead of ING in every measured month of the 12 months ending September 2026.
  • Across the 12 months ending September 2026, ING’s share of searches among banks in Australia moved from 0.86% to 1%, and its estimated monthly branded searches moved from 62.7K to 59.4K.
  • Across the 12 months ending September 2026, NAB’s share of searches among banks in Australia moved from 17.6% to 18.1%, and its estimated monthly branded searches moved from 1.3M to 1M.

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

2 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, NAB lost share of searches among banks in Australia, from 19.4% to 18.1%.

How are branded searches counted?

4 search terms

Brandwave collects information about searches that people make online using ING’s and NAB’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.

ING

2 branded search terms

  • ing australia
  • ing bank

NAB

2 branded search terms

  • nab
  • nab bank

How the Brand Demand Index is measured

Other head-to-heads among banks

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