$39 billion purchase of Afterpay highlights value of buy-now-pay-later services such as Zip, Humm and LatitudePay

Original article by Roy Morgan
Market Research Update – Page: Online : 11-Aug-21

The latest Roy Morgan Digital Payments Report shows that 16 million Australians aged 14+ (75.5%) are now aware of buy-now-pay-later services such as Afterpay, Zip, Latitude Pay, Humm and Openpay. The high and growing awareness for buy-now-pay-later services comes as Silicon Valley ‘tech giant’ Square has lodged a bid of $39 billion ($US29 billion) to buy Australian market leader Afterpay. Awareness of buy-now-pay-later services has overtaken that of traditional online payment platforms (74.5%) such as PayPal, Visa, Western Union and masterpass for the first time. Afterpay is the clear market leader, with 73.4% of Australians aware of the service in the year to June 2021, up 3.4% points since February 2021 and up 39.6% points since September 2018. Meanwhile, 52.9% of Australians are now aware of main rival Zip, an increase of 4.3% points since February 2021; awareness of Zip amongst Australians is now rising at a faster pace than Afterpay. The two main buy-now-pay-later services have been joined by a host of second-tier fintech companies in the space, including Humm, LatitudePay and Openpay – and awareness of all three is growing rapidly.

CORPORATES
ROY MORGAN LIMITED, AFTERPAY LIMITED – ASX APT, SQUARE INCORPORATED, ZIP CO LIMITED – ASX Z1P, HUMM GROUP LIMITED – ASX HUM, LATITUDE PAY, OPENPAY GROUP LIMITED – ASX OPY

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