Trends Report

How US Online Consumers Research And Buy Credit Cards, 2018

Online Capabilities Are Crucial To The Purchase Journey

November 1st, 2018
Alyson Clarke, Principal Analyst
Alyson Clarke Principal Analyst
With contributors:
Benjamin Ensor , Piers Conway , Sam Bartlett

Summary

Credit cards remain the top-selling financial product in the US. Digital touchpoints play a key role for prospects during the purchase journey, making the actions of digital teams crucial to driving firms' overall credit card sales. To help digital teams increase those sales, we surveyed US online adults to find out how they research and buy credit cards. Digital execs need to deepen their understanding of credit card buyers, tailor digital content and functionality to different types of buyers, and integrate human and digital touchpoints throughout the purchase journey.

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