Packaged Facts consumer survey data show that the percentage of consumers using co-branded or affinity credit cards has fallen from 55% in 2009 to 43% to 2013.
Rockville, MD (PRWEB) July 31, 2013
In its just-released report on “Co-Branded and Affinity Credit Cards in the U.S.”, Packaged Facts estimates that co-branded Visa, MasterCard, Discover, and American Express credit cards generated 35% of general-purpose credit card purchase volume in 2012, or $774 billion out of $2.21 trillion. The dollar volume represents a significant gain over 2011, but these figures represent a decline both in market share and in total dollar volume compared with previous years.
In the last few years, hundreds of smaller and less profitable co-brand cards have been eliminated, including programs by major players such as JPMorgan Chase and Bank of America. Correspondingly, Packaged Facts consumer survey data show that the percentage of consumers using co-branded or affinity credit cards has fallen from 55% in 2009 to 43% to 2013.
Nonetheless, more than 100 significant co-brand credit card partnerships remain. The majority of these co-brand partnerships are for retail programs; travel programs including airlines, hotels, and cruises also form a significant share. These co-branded credit cards compete against formidable own-branded credit card platforms catering to a wider audience, as well as against a resurgent store card segment.
According to David Sprinkle, research director for Packaged Facts, “while targeting the affluent has become the name of the game, the co-branded card field has become increasingly saturated with this strategy.” Industry participants will need to widen the net of qualified cardholders for the segment to continue growing. Focusing on the affluent does provide strong dividends in the form of high cardholder spend volumes and less risk, but the pool of affluent households is not limitless.
As the economy continues to improve, the middle class should once again play a more significant role in the co-branded credit card space. Consumer targeting will include further innovation with rewards incentives including pay-with-points and loyalty schemes that leverage consumer-behavior data to shape individualized rewards.
For more information, please visit http://www.MarketResearch.com or http://www.packagedfacts.com/Branded-Affinity-Credit-7279180/
About Packaged Facts – Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer market topics, including consumer demographics and shopper insights, consumer financial products and services, consumer goods and retailing, consumer packaged goods (including foods and beverages, health and beauty care, and household products), and pet products and services. Packaged Facts also offers a full range of custom research services. To learn more, visit: http://www.packagedfacts.com. Follow us on Facebook, LinkedIn, Twitter, Google+, and on our blog: http://packagedfacts.blogspot.com/