Dallas, Texas (PRWEB) April 27, 2013
In volume terms, Ukraine’s cards and payments industry recorded marginal growth during the review period (2008−2012), this was due to the adverse impact of the eurozone debt crisis. The industry recorded a CAGR of 1.20%, rising from 38.9 million cards in circulation in 2008 to 40.9 million in 2012. Over the forecast period (2013−2017), the industry is forecasted to grow at a CAGR of 6.77% from 45.7 million cards in circulation in 2013, to 59.4 million in 2017.
Strong growth in card transaction value
In 2012, Ukrainian retail turnover recorded a YOY growth rate of 15.7% during January−October 2012. Notably, the Lugansk and Donetsk regions registered the highest growth, indeed total retail trade increased by 19.5% and 18.2% respectively in these locations. The Western Chernovtsy region recorded the lowest growth increase of 11.4%. The rise in trade resulted from an average wage increase in 2011 where income per family member per month increased from US$351.8 in the first-quarter of 2011 to US$384.9 in the third-quarter.
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Online shopping registered an increase in popularity and grew at a faster rate than traditional shopping platforms. According to an e-commerce study by Danish company Respomondo in 2012, nearly 5% of Ukraine’s internet users purchase products online on a weekly basis. Electronics, home appliances, clothing, food and drink were the most popular purchases.
Increasing market share of prepaid cards
Over the forecast period, the prepaid cards category posted a CAGR of 36.93%, rising from a projected 1.5 million cards in circulation by the end of 2013 to 5.4 million in 2017. In volume terms, the debit cards category held the highest market share of 71.0% in 2012. The second-largest market share of 25.7% was held by the credit cards category, followed by the prepaid cards category with a market share of 2.8%. Over the forecast period, the volume of debit cards is expected to increase from 30.9 million cards in 2013 to 35.2 million cards in 2017, at a CAGR of 3.34%. Over the forecast period, the prepaid cards category share is forecast to increase from 3.4 % in 2013 to 9.1% in 2017.
Strategic marketing campaigns
In order to increase the number of cards in circulation, Ukrainian financial institutions are adopting various innovative strategies. During the review period, the volume of cards in circulation grew from 30.1 million in 2010 to 35.7 million in 2011, representing a CAGR of 18.8%.
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The overall card industry in terms of volume recorded a CAGR of 3.61% over 2008–2012. Over the forecast period, the card industry is forecast to grow at a CAGR of 2.95% by the end of 2017.
The credit card category remains the key driver with highest growth rate
The credit card category posted the highest growth rate with a CAGR of 6.57% during the review period and 5.13% over the forecast period.
The prepaid cards category held 41.6% of card volume in 2012. The second-largest market share was debit cards with 35.2%, followed by credit cards with 22.3%. Over the forecast period, the volume of debit cards is expected to increase at a CAGR of 2.43%.
Increasing usage of web-enabled smartphones and tablets with rising internet users
Switzerland has one of the highest internet penetration rates in Europe, representing 84.2% of the total population. The number of internet users increased at a CAGR of 2.71%. 55% of internet users have smartphones and other mobile devices. In 2012, tablet usage grew by 90% and the investments shifted from data network to mobile infrastructure.
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Telecommunication providers in Switzerland are aggressively investing in the LTE (long-term evolution)/4G network and 70% of the country is expected to have LTE coverage by the end of 2013. This network is expected to increase the speed of the internet and therefore the speed of card transactions online and at retail POS terminals.
Young consumers are the key client segmentation for financial cards
The younger generation is a growing target group in terms of card spending. There were 1.4 million people aged between 15 and 29, representing 18.1% of the total population in 2013. To appeal to the younger audience, banks are offering debit and credit cards with special discounts and privileges. UBS is offering a debit card “UBS Generation” which is designed especially for the young people aged from 12 to 22 years in the country. The bank is also offering two types of debit cards linked to their bank accounts: the UBS Maestro Card and the UBS customer card.
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