Trends Report

What US Consumers Care About When Choosing A Credit Card

How To Earn A Customer More Efficiently In Tight Economic Times

July 16th, 2009
EK
Edward Kountz
With contributors:
Benjamin Ensor , Courtney Tincher

Summary

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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.