Afterpay (ASX:APT) leads Zip by 40% on one critical measure

The competition in the buy now, pay later (BNPL) field is fierce. 

The rising subsector is seen as crucial for the finance industry to winning millennial and generation Z clientele, who are shying away from traditional banking products.

But outside of the young folk, do people even know what brands like Afterpay Ltd (ASX: APT), Zip Co Ltd (ASX: Z1P), Humm Group Ltd (ASX: HUM) and Openpay Group Ltd (ASX: OPY) actually do?

Only 36.9% of people knew about BNPL back in September 2018, according to polling firm Roy Morgan. 

But this week 72.4% of Australians were now shown to be aware of buy now, pay later services. Plus 14.7% actually use a BNPL…