市場調査レポート

プレミアムクレジットカード(2011年):不況後の裕福な消費者を追って

Premium Credit Cards 2011: Chasing The Affluent Consumer Post-Recession

発行 Mercator Advisory Group, Inc. 商品コード 206730
出版日 ページ情報 英文 32 pages
納期: 即日から翌営業日
価格
本日の銀行送金レート: 1USD=102.18円で換算しております。
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プレミアムクレジットカード(2011年):不況後の裕福な消費者を追って Premium Credit Cards 2011: Chasing The Affluent Consumer Post-Recession
出版日: 2011年07月29日 ページ情報: 英文 32 pages
概要

カード発行業者の多くが、優れた与信記録を持つ裕福な富裕層(HNW)の消費者の獲得に専念する中、クレジットカード業界は裕福なカード所有者が持つ特権の拡充もしくは強化を提示しました。プレミアムクレジットカードのマーケティングは、すべてを考慮した上で成功を収めたと判断すべきであり、この厳しい経済環境においてこれが達成されたことも評価に値します。裕福な富裕層の消費者は、これらの製品に明らかな価値を見出しており、それに金を投じる特筆すべき意欲を示しています。

当レポートでは、プレミアムクレジットカードの市場について調査分析し、限られた裕福な顧客の獲得に向けて、カード発行業者が考慮すべき市場の特徴および動向をまとめるとともに、変化しつつある主要なカード会社の戦略を分析するなど、概略下記の構成でお届けいたします。

イントロダクション

裕福な市場の成長

  • 裕福な見込み客および支出の限られた供給
  • 資産額の高さによるターゲッティング
  • 収入の高さによるターゲッティング
  • 裕福セグメントマーケティングの挑戦:世帯収入

製品プラットフォーム:スーパープレミアム市場が混雑化

  • 進化の過程
  • 市場普及率の堅調な伸び
  • American Express
  • MasterCard
  • Visa
  • Discover Network

特筆すべき発行業者のプログラム:独自のブランディングへの注力

  • カード所有者に対するリワードの方向性における変化
  • 発行業者は独自のプレミアム製品ブランドを規定

成熟化しつつあるカードセグメントにおける戦略的含意

  • 独占性に関する誠実さを保つ
  • どこに金があるかが問題(ただし、それは無限に存在しない)
  • 旅行特典の魔法:すべての人に対して独占性を生む
  • 製品プラットフォームの独占性維持に向けた挑戦

図表

目次

Boston, MA -- With more card issuer interest and focus on pursuing affluent and high net worth (HNW) consumers with excellent credit histories, the credit card industry has responded by expanding or enhancing the perks offered to wealthy cardholders.

Mercator' s newest report, “Premium Credit Cards 2011: Chasing The Affluent Consumer Post-Recession”, highlights developments in credit card usage and products among the wealthiest consumers in the U.S. This report first examines the current market opportunity by updating key affluent and HNW consumer statistics that are fundamental to card product development in the affluent space, and addresses questions such as: Is this market growing? Is it saturated with card products? Has card spending increased among affluent cardholders since our last measurement in 2007? Next, the report reviews the growth of the major card product platforms, provides an update on new features and benefits of the leading super premium offerings, and profiles some new entrants in this space.

Highlights of the report include:

  • Estimations, trends, and penetration rates in premium credit card spending over the last three years.
  • Tactics leading issuers have employed to differentiate proprietary premium card brands as the main premium card network product platforms have grown in market penetration.
  • The primary means of differentiating primary cards, along with features of the products.
  • Comparison grids of the features/benefits of the most popular premium card offerings.

Ken Paterson, VP for Research Operations at Mercator Advisory Group and Director of the Credit Advisory Service, the author of the report comments; “All things considered, the marketing of premium credit cards must be considered as success, and the fact that it has been achieved in difficult economic times is both remarkable and logical. Affluent and high net worth consumers are clearly finding value in the products, and are showing a notable willingness to pay for them.”

One of the 16 exhibits included in this report:

The report is 32 pages long and contains 16 exhibits.

Table of Contents

Introduction

Affluent Market Growth

  • A Limited Supply Of Affluent Prospects And Spending
  • Targeting By High Assets
  • Targeting By High Income
  • The Challenge of Affluent Segment Marketing: Household Income

Product Platforms: Super Premium Market Becomes More Crowded

  • An Evolutionary Process
  • A Strong Increase in Market Penetration
  • American Express
  • MasterCard
  • Visa
  • Discover Network

Notable Issuer Programs: Focus On Proprietary Branding

  • A Shift In Cardholders' Rewards Orientation?
  • Issuers Define Their Own Premium Product Brands

Strategic Implications For This Maturing Card Segment

  • Keeping Honest About Exclusivity
  • It' s Where The Money Is (But It Is Not Unlimited)
  • The Magic Of Travel Benefits: Creating Exclusivity For All
  • The Challenge of Maintaining Product Platform Exclusivity

Table of Figures

  • Exhibit 1: Estimated Number Of U.S. Mass Affluent Households ($500k-$999k net worth) 2006-2010
  • Exhibit 2: Estimated Number of HNW U.S. Households 2006-2010
  • Exhibit 3: Total Mass Affluent and HNW Card Spending 2006 and 2010
  • Exhibit 4: Distribution of Monthly Credit Card Spending Volume By Household Wealth Segment (2010)
  • Exhibit 5: Estimated Number Of Households By Annual Income Segment
  • Exhibit 6: Total Annual Card Spend By Income
  • Exhibit 7: Distribution Of Monthly Credit Card Spending Volume By Household Income Segment (2010)
  • Exhibit 8: 2006-2010 Super Premium Card Product Ownership By Wealth Segment
  • Exhibit 9: 2006-2010 Super Premium Card Ownership By Income Segment
  • Exhibit 10: American Express Premium Card Products
  • Exhibit 11: MasterCard World Elite
  • Exhibit 12: Visa Signature Preferred
  • Exhibit 13: Discover Premium Plus
  • Exhibit 14: Rewards Participation On Primary Credit Card By Wealth Segment
  • Exhibit 15: Financial Services Relationship Cards
  • Exhibit 16: General Interest Travel-Focused Cards
  • Exhibit 17: Perks in Black And White
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