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How US Online Consumers Research And Buy Credit Cards, 2018

Online Capabilities Are Crucial To The Purchase Journey

November 1, 2018

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  • By Alyson Clarke
  • with Benjamin Ensor,
  • Piers Conway,
  • Sam Bartlett

Why Read This Report

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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Table of Contents

  • Credit Card Prospects Do Little Research And Decide Based On Value
  • Most Credit Card Customers Apply Through Digital Touchpoints
  • Help Prospects Find And Buy The Right Card For Their Needs
  • Recommendations

  • Build Digital Content Tailored To Each Type Of Credit Card Buyer
  • Supplemental Material
  • Related Research Documents

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