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.
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