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What US Consumers Care About When Choosing A Credit Card

How To Earn A Customer More Efficiently In Tight Economic Times

July 16, 2009

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Why Read This Report

In a challenging market environment, understanding what drives consumers when selecting a credit card will help card product strategists better meet the demands of key prospect and cardholder groups. For example, rewards motivate affluent consumers more so than other online users, while young adults ages 18 to 24 have an outsized interest in card comparison tools when it comes to choosing a card. Combining these factors with a broader set of account tactics and product features can assist consumer product strategists in positioning most effectively in tight times.

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Table of Contents

  • Credit Card Issuers Face Challenging Times
  • Interest Rates And Rewards Still Drive Consumer Credit Card Selection
  • RECOMMENDATIONS

  • Card Strategists Need A New Alignment — The Same Old Focus Won't Work
  • Supplemental Material
  • Related Research Documents