For Consumer Product Strategy Professionals

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	November 25, 2009 How US Consumers Choose A Credit Card Provider Generations Show Markedly Different Use And Selection Of Credit Cards by Brad Strothkamp with Carrie Johnson, Peter Wannemacher, Courtney Tincher

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Executive Summary

Credit card usage is a hot topic these days as consumers change the way they use credit cards and the amount of credit they use. To better understand the state of credit in the US, Forrester surveyed US online consumers who had recently opened a credit card. Results show that traditional measures like annual fees and rewards continue to be important, but card shoppers also value a provider that will protect them from fraudulent transactions, rewards tenure, and has a brand name they know and trust.

TABLE OF CONTENTS

• Consumers' Use Of Credit Has Changed Significantly In The Past Year
• The Web Is The Key Channel In The Credit Card Sales Process

RECOMMENDATIONS

• Growing Business Will Require Understanding The Changing Card Shopper

WHAT IT MEANS

• Credit Cards Will Make A Total Shift To The Web Within The Next Five Years
• Supplemental Material
• Related Research Documents

This is an excerpt

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