Biggest buy now, pay later brands in U.S. 2023

Apple Pay Later within three months after release rushed to a usage figure that was not far behind Affirm for BNPL penetration in the United States. This is according to a survey held in May and June 2023 which asked U.S. consumers which buy now, pay later brand they were using. PayPal remained the most-used brand for BNPL, and was closely followed by Afterpay. This market for alternative money installments grew increasingly in the United States, as can be seen in the monthly app installs of certain BNPL providers in the country.

Share of respondents in the United States who used PayPal, Afterpay, Affirm, or Apple Pay Later for buy now, pay later (BNPL) as of June 2023

Characteristic	Share of respondents
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Release date

July 2023

More information

Region

United States

Survey time period

May and June 2023

Number of respondents

8,000 respondents

Age group

18 years and older

Special properties

consumers

Supplementary notes

The source did not provide figures for other brands, as their intention was to provide a snapshot instead of a full market analysis. It does add that the figure for Apple Pay Later was higher than that for Sezzle and Zip.

The source does not provide information on the original wording used during the survey. Thus, the wording chosen for this statistic may differ slightly from the one in the survey.

The source does not specify the type of survey conducted.

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