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米国のコブランド&アフィニティクレジットカード市場:第5版

Co-Branded and Affinity Cards in the U.S. - 5th Edition

発行 Packaged Facts 商品コード 103033
出版日 ページ情報 英文 192 Pages
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米国のコブランド&アフィニティクレジットカード市場:第5版 Co-Branded and Affinity Cards in the U.S. - 5th Edition
出版日: 2015年08月04日 ページ情報: 英文 192 Pages
概要

2014年、米国におけるコブランドクレジットカードによる購入金額は8090億ドルを記録しました。クレジットカードのネットワークオペレーターでは、Visaが47%のシェアで首位となり、30%のMasterCard、23%のAmerican Expressと続いています。

当レポートでは、米国のコブランド&アフィニティクレジットカードの市場について調査し、市場規模の推移と予測、主要ネットワークおよび発行業者の動向および戦略、リテール系・エアライン系・ホテル系カードの分析、主要提携カードのケーススタディ、消費者によるカード利用の動向などをまとめています。

エグゼクティブサマリー

調査範囲

第2章 市場規模・予測

  • コブランドクレジットカードの市場規模
  • 市場影響因子
  • リテールカードもっとも普及し、エアライン&ホテルカードが後続に
  • Visa:提携トップ
  • コブランドエアラインクレジットカード
  • MasterCard・American Express
  • コブランドホテルクレジットカード
  • Red Roof Inn:中米でのコブランド、など

第3章 航空顧客・フリークエントフライヤー・ホテル顧客の分析

  • 航空会社とのコブランド
  • フリークエントフライヤーの影響力
  • フリークエントフライヤーの影響力:収入
  • フリークエントフライヤーの影響力:ロイヤルティ
  • ホテル顧客の富裕度、など

第4章 コブランドクレジットカードのケーススタディ

  • Amazon.com
  • BuyPower
  • Carnival World
  • Citi・Hilton
  • Ralphs
  • Ritz-Carlton
  • Sam's Club
  • Southwest Airlines
  • Virgin Atlantic
  • Walmart
  • Wyndham、など

第5章 カード協会のコブランド戦略

  • American Express
  • MasterCard
  • Visa、など

第6章 コブランド&アフィニティクレジットカード発行業者の戦略

  • Alliance Data Systems
  • Bank of America
  • Barclays
  • Capital One Financial
  • Citibank
  • J.P. Morgan Chase
  • U.S. Bank
  • Wells Fargo、など

第7章 汎用クレジットカードの消費者の利用動向

  • イントロダクション
  • クレジットカードの利用動向の推移
  • クレジットカード利用者の割合
  • 汎用クレジットカードの利用動向の推移
  • 汎用クレジットカードの利用頻度の推移
  • 高所得世帯による汎用クレジットカードの利用
  • American Express
  • Discover
  • MasterCard
  • Visa、など

第8章 コブランド&アフィニティクレジットカードの消費者の利用動向

  • リワード/提携クレジットカード利用の動向
  • イントロダクション・解説
  • コブランド/リワードクレジットカードの利用:汎用クレジットカードを上回る
  • キャッシュバックの効果
  • American Expressリワード/提携クレジットカード利用の動向
  • Discoverリワード/提携クレジットカード利用の動向
  • MasterCardリワード/提携クレジットカード利用の動向
  • Visaコブランド/リワードクレジットカード利用の動向
  • リワード/提携クレジットカード利用:人口構成別
  • 高世帯所得層:ホテル・エアラインカード利用
  • 世代・男女別の動向
  • エアラインカード:利用動向・市場のシェア
  • キャッシュバックカード:利用動向・市場のシェア
  • コブランド/アフィニティクレジットカードの利用
  • 15のコブランド/アフィニティカードのタイプ、など

第9章 コブランド/アフィニティクレジットカードの申し込みへの影響因子

  • コブランド/アフィニティカードのサインアップへの影響因子
  • イントロダクション
  • 全体像
  • 年会費なし&リワード:サインアップの決定を推進
  • それほど多くないモバイルアプリ
  • 詳細
  • ポイント/リワードを稼ぐ方法: 人口統計分析
  • リワードプログラムの特徴:人口統計分析
  • ディスカウントタイプ:人口統計分析
  • 特別サービスのタイプ:人口統計分析
  • トラベル上のメリットのタイプ:人口統計分析

付録

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目次
Product Code: LA5651792

In 2014, co-branded credit cards generated $809 billion in U.S. purchase value: Visa leads network operators with a 47% share, followed by MasterCard (30%) and American Express (23%). Competition is intense, as a growing bevy of players chase a finite universe of affluent prospects with more rewards and broader, deeper card features and benefits. But co-branded cards can be further leveraged to draw more Millennials into the card-and broader banking-mix, bringing smiles to card partners and issuers alike. And at a time when the concept of brand loyalty is on the ropes, well-positioned issuers can leverage merchants' need for sophisticated loyalty marketing strategies.

Co-Branded and Affinity Cards in the U.S., 5th Edition provides a wealth of insight on trends shaping this increasingly competitive industry, helping market participants plan their co-branded relationships and strategies. More specifically, the report:

  • Provides a market size for U.S. general purpose credit cards and co-branded credit cards, as well as market factor analysis and card program counts by operating network, issuer, and partnership segment.
  • Conducts an airline guest, frequent flyer and hotel guest analysis, targeting affluent guest stays.
  • Assesses co-branding card growth strategies being employed by American Express, MasterCard and Visa.
  • Assesses co-brand/affinity card growth strategies employed by Alliance Data Systems, Bank of America, Barclays, Capital One, Citibank, JPMorgan Chase, Synchrony Financial Services, U.S. Bank and Wells Fargo.
  • Provides case studies of credit card programs spanning several partnerships segments: Amazon, General Motors, Hilton, Ralphs, Ritz-Carlton, Sam's Club, Southwest Airlines, Virgin Atlantic, Walmart and Wyndham-to gauge program differentiation and related features and benefits; rewards and loyalty program structure; and online/mobile positioning (demographic analysis of these companies and branded is included).
  • Trends credit card usage over time by card association, focusing in HH income trends via eight-segment HH income demographic analysis. General trends are tracked back to 2006; association-based trends are tracked back to 2011. Cards in wallet trends and usage frequency trends are included.
  • Trends rewards/affiliation credit card usage over time by card association and demographic, and analyzes current co-branded/affinity card usage and active usage by card association and demographic. We also gauge usage of 15 types of co-branded/affinity cards.
  • Assesses the importance co-branded credit card users give to a range of features and benefits when signing up for their last co-branded credit card. The section analyzes the importance cardholders attribute to a range of 15 card features & benefits, as well as five additional “follow-up” card feature and benefit categories (extra points/rewards, card reward program, discounts, special perks and services, and travel benefits).

Table of Contents

Executive Summary

Report Scope

  • Market size and forecast
  • Market factors
  • Number of co-branded credit card programs
  • Retail cards most prevalent, followed by airline and hotel cards
  • Visa tops relationship share
  • Co-branded airline credit cards
  • Co-branded hotel credit cards
  • Airline guest, frequent flyer, and hotel guest analysis
  • The power of frequent flyers and frequent flyer programs
  • Tracking hotel visitor affluence
  • Co-branded credit card case studies
  • Amazon.com Rewards Visa Card
  • BuyPower MasterCard
  • Carnival World MasterCard
  • Citi Hilton HHonors Visa Signature Card
  • Ralphs rewards plus Visa Card
  • Ritz-Carlton Rewards Credit Card
  • Sam's Club MasterCard
  • Southwest Airlines Rapid Rewards Plus & Rapid Rewards Premiere Visa Cards
  • Virgin Atlantic World Elite MasterCard
  • Walmart MasterCard
  • Wyndham Rewards Visa Card
  • Card association co-branded strategies
  • American Express
  • MasterCard
  • Visa
  • Co-branded and Affinity Credit Card Issuer Strategies
  • Alliance Data Systems
  • Bank of America
  • Barclays
  • Capital One
  • Citibank
  • J.P. Morgan Chase
  • Synchrony Financial Services
  • U.S. Bank
  • Wells Fargo
  • General-purpose credit card consumer usage trends
  • Co-branded and affinity credit card consumer usage trends
  • Trends over time: credit cards with affiliations/rewards
  • Affiliation/rewards credit card usage, by demographic
  • Affiliation/rewards credit card usage, by household investments
  • Co-branded/affinity card usage
  • Co-brand/affinity credit card application influencers

Chapter 2: Market Size and Forecast

  • Co-branded credit card market size
  • Table 2-1: U.S. Co-Branded Credit Card Purchase Value by Operating Network, 2014
  • Market factors
  • Number of co-branded credit card programs
  • Rewards an expected part of the bargain
  • Partnership industry segments
  • Retail cards most prevalent, followed by airline and hotel cards
  • Table 2-2: U.S. Co-Branded Credit Card Programs by Issuer & Card Type, 2015
  • Table 2-3: U.S. Co-Branded Credit Card Programs: Issuer by Partner Segment, 2015
  • Visa tops relationship share
  • Table 2-4: U.S. Co-Branded Credit Card Programs by Issuer & Operating Network, 2015
  • Co-branded airline credit cards
  • MasterCard gains; American Express loses
  • Table 2-5: U.S. Airline Co-Branded Credit Card Programs: By Airline, Operating Network and Issuer,2015
  • Co-branded hotel credit cards
  • Red Roof Inn launch suggests co-branded has not given up on Middle America
  • Table 2-6: U.S. Hotel Co-Branded Credit Cards: By Hotel, Network/Association, Rewards & Issuer, 2015

Chapter 3: Airline Guest, Frequent Flyer, and Hotel Guest Analysis

  • Why care about airline co-brands?
  • The power of frequent flyers
  • Table 3-1: Domestic Round Trips in the Past Year: Any Travel, Business Travel, Personal/Vacation Travel by Travel Frequency and HH Income, 2015
  • Table 3-2: International Round Trips in the Past Year: Any Travel, Business Travel, Personal/Vacation Travel by Travel Frequency and HH Income, 2015
  • The power of frequent flyer programs: income
  • The power of frequent flyer programs: loyalty
  • Table 3-3: Frequent Flyer Members by Airline Program and HH Income, 2015
  • Table 3-4: Frequent Flyer Member Last Round Trip by Airline Program and Airline Flown: Business/Personal and Business-Only, 2015
  • Tracking hotel visitor affluence
  • Table 3-5: Domestic Hotel Stay in Past 12 Months: By Hotel Brand, 2015

Chapter 4: Co-Branded Credit Card Case Studies

  • Amazon.com Rewards Visa Card
  • Table 4-1: Adults 18+ Who Ordered from Amazon in Past 3 Months, 2015
  • Table 4-2: Amazon.com Rewards Visa Signature Card Incentives, Rewards and Other Features, 2015
  • Mobile app
  • To compete against 5% Back Card
  • BuyPower MasterCard/GM Extended Family Card
  • Differentiation between the cards
  • Differentiation, among its competitors
  • Table 4-3: GM's BuyPower MasterCard, Rewards and Other Features, 2015
  • Table 4-4: GM's Extended Family Card, Rewards and Other Features, 2015
  • Mobile and online
  • Name change
  • Carnival World MasterCard
  • Table 4-5: The Carnival Cruise Traveler, 2015
  • Points translation
  • Rewards longevity
  • Differentiation, among its competitors
  • Table 4-6: Cruise Travel Frequency in Past Three Years, 2015
  • Graph 4-1: The Carnival Cruise Traveler: Amount Spent on Las Cruise, 2015
  • Table 4-7: The Carnival World MasterCard, Rewards and Other Features, 2015
  • Mobile and online
  • Citi Hilton HHonors Visa Signature Card
  • Table 4-8: Hilton Use in Past 12 Months: Any, Personal and Business, 2015
  • Rewards differentiator
  • Even more benefits
  • The fine print
  • Table 4-9: Citi Hilton HHonors Visa Signature Card Incentives, Rewards and Other Features, 2015
  • Mobile and online
  • Citi Hilton HHonors Reserve Card
  • Give me the Gold!
  • So what's it mean to a consumer?
  • Some fine print
  • Table 4-10: Citi Hilton HHonors Reserve Card Incentives, Rewards and Other Features, 2015
  • The Hilton HHonors Reward Program
  • Ralphs rewards plus Visa Card
  • Rewards differentiation: private label loyalty
  • Table 4-11: Kroger Supermarket Chain Brands Shopped in Past 4 Weeks: Six Major Brands, 2015
  • Even more benefits
  • The website
  • An interesting benefit targeting families
  • Table 4-12: Ralphs rewards plus Visa Card Incentives, Rewards and Other Features, 2015
  • Mobile and online
  • Ritz-Carlton Rewards Credit Card
  • Table 4-13: Ritz-Carlton Domestic Travel Guest in Past 12 Months, 2015
  • The Black Card is marketing in action
  • The only downside
  • Automatic Gold Elite Status
  • Competition from IHG and Fairmont Visa
  • Table 4-14: Ritz-Carlton Rewards Credit Card Incentives, Rewards and Other Features, 2015
  • Ritz-Carlton Rewards Program
  • Ritz-Carlton Rewards Program Elite Levels
  • Table 4-15: Ritz-Carlton Rewards Credit Card Tiers & Features, 2015
  • The fine print: member activity
  • Mobile and online
  • Sam's Club MasterCard
  • Table 4-16: Sam's Club vs. Costco: Visit Frequency in Past Month, 2015
  • Rewards limitations
  • Table 4-17: Sam's Club MasterCard, Rewards and Other Features, 2015
  • Mobile and online
  • Southwest Airlines Rapid Rewards Plus & Rapid Rewards Premiere Visa Cards
  • Differing tiers, differing rewards
  • Differentiation
  • Transparency suffers, but a nice surprise awaits
  • Companion Pass Status: travel for two, anyone?
  • Table 4-18: Southwest Airlines Rapid Rewards Plus & Rapid Rewards Premiere Visa Cards, Tiers and Features, 2015
  • Rapid Rewards
  • Not all is perfect
  • Points for eating and shopping, too
  • A-List Status
  • Mobile and online
  • Virgin Atlantic World Elite MasterCard
  • Other benefits
  • What's the big deal?
  • Foreign transaction fee
  • Table 4-19: Virgin Atlantic World Elite Black MasterCard, Rewards and Other Features, 2015
  • Table 4-20: Virgin Atlantic World Elite White MasterCard, Rewards and Other Features, 2015
  • Flying Club Rewards
  • Mobile and online
  • Walmart MasterCard
  • Table 4-21: Shopped at Walmart in past 4 Weeks, Any and 3+ Times, 2015
  • Rewards and benefits
  • Table 4-22: Walmart MasterCard Incentives, Rewards and Other Features, 2015
  • Mobile and online
  • Wyndham Rewards Visa Card
  • Table 4-23: Wyndham Hotels Domestic Travel Guest in Past 12 Months, 2015
  • Table 4-24: Wyndham Rewards Visa Card Incentives, Rewards and Other Features, 2015
  • Table 4-25: Wyndham Rewards Visa Card With No Annual Fee, Rewards and Other Features, 2015
  • Mobile and online
  • Wyndham Rewards

Chapter 5: Card Association Co-branded Strategies

  • American Express
  • Value proposition
  • Challenges
  • Operating segments
  • Special services and programs abound
  • Rewards cards and loyalty programs are the name of the game
  • Membership Rewards
  • Rewards expense and discount rate trends
  • Table 5-1: American Express: Cardholder Rewards, Cardholder Rewards & Marketing Expense vs. Billed Business: 2012-2014
  • Own-branded credit cards
  • Movement to category-based rewards tiers
  • SimplyCash gets a reboot
  • Business Gold follows
  • Multi-tender loyalty foray
  • Addressing the airport lounge issue
  • Co-branded credit cards
  • Co-branded moves
  • Co-branded card portfolio provides more card options
  • Oh, no, not Costco!
  • Table 5-2: American Express Consumer and Small Business Own-Brand & Co-Branded Credit Card Programs, 2015
  • Delta signed-for a price
  • Third-party co-branded relationships
  • Table 5-3: American Express U.S. Third-Party Co-Branded Credit Card Programs, 2015
  • Co-branded spend
  • Table 5-4: American Express U.S. Card Services Billed Business and Co-branded Billed Business, 2014
  • MasterCard
  • Back in the co-branded game
  • Table 5-5: U.S. General-Purpose Credit Card/Charge Card Purchase Value by Operating Network: Actual and Indexed Growth, 2007-2014
  • Recent traction and momentum
  • More than 4 in 10 co-branded partners go with MasterCard
  • Table 5-6: MasterCard U.S. Co-Branded Credit Card Programs, by Card Segment, 2015
  • Visa
  • Tiered consumer credit platform
  • Market share leader
  • Catching up with the affluent
  • Table 5-7: General-Purpose Credit Card Usage by Association/Networks: Percent Change by HH Income, 2009 vs. 2015
  • Costco helps Visa take affluent strategy a step further
  • Pushing ubiquitous acceptance
  • Co-branded moves
  • Visa leads co-branded purchase value and partnerships
  • Table 5-8: Visa U.S. Co-Branded Credit Card Programs by Card Segment, 2015

Chapter 6: Co-branded and Affinity Credit Card Issuer Strategies

  • Alliance Data Systems
  • Competitive positioning
  • Co-branded moves
  • Table 6-1: Alliance Data Systems: Co-Branded Credit Card Partners, 2015
  • Performance analysis
  • Robust volume, receivables and account growth
  • Table 6-2: Alliance Data Systems Private Label/Co-branded Loans, Purchase Value & Accounts,2009-2014
  • Co-branded share
  • Table 6-3: Alliance Data Systems, Purchase Value & Loans Outstanding by Major Retail Partner, 2014
  • Bank of America
  • Own-brand strategy: casting a broad, stable net
  • Rewards for all but a handful of cards
  • And Preferred Rewards for all! Well, almost all . . .
  • Co-branded and affinity a strong suit
  • Strong continuity on the co-branded side
  • Streamlining the affinity side
  • Table 6-4: Bank of America Consumer and Business Own-Brand & Co-Branded Credit Card Programs,2015
  • Table 6-5: Bank of America Consumer and Business Affinity Credit Card Programs, 2015
  • Barclays
  • Co-branded credit card growth and trends
  • Co-branded card portfolio
  • Buying, then building the portfolio
  • Losses add up
  • But so do wins
  • Table 6-6: Barclay's Consumer and Business Own-Brand & Co-Branded Credit Card Programs, 2015
  • US Airways, L.L. Bean and Upromise are largest accounts
  • Table 6-7: Barclays U.S. Co-branded Accounts, by Account Number & Total Receivables, 2015
  • Performance analysis
  • Table 6-8: Barclays Bank Delaware: Credit card Loans Outstanding, 2011-2014
  • Table 6-9: Barclays Bank Delaware: Financial Overview, 2014
  • Capital One Financial
  • Competitive positioning
  • Own-brand moves
  • Co-branded moves
  • Co-branded acquisitions and sales
  • HSBC deal adds co-branded and private label power
  • GM, Saks and AFL-CIO co-branded accounts stick
  • Going forward
  • Table 6-10: Capital One Consumer and Business Own-Brand & Co-Branded Credit Card Programs, 2015
  • Performance analysis
  • Table 6-11: Capital One Financial Corporation: U.S. Credit Card Purchase Value & Loans Outstanding,2011-2014
  • Citibank
  • Leaner, meaner and ready to expand again
  • Portfolio streamlining
  • Global synergy
  • Rewards strategy
  • Own-brand moves
  • ThankYou program
  • Simplicity Card
  • Double Cash
  • Citi Private Pass
  • Citi Price Rewind
  • Co-branded moves
  • Private label revitalization helps co-branded cards
  • American Airlines: the biggest airline co-branded program?
  • Costco win: looking past rate of return to the demographics
  • Best Buy co-branded and private label
  • Macy's
  • Sears
  • Citi Hilton HHonors Reserve Visa Signature
  • Table 6-12: Citibank Consumer and Business Own-Brand & Co-Branded Credit Card Programs, 2015
  • Co-branded share
  • Figure 6-13: Citibank North American Card Purchase Value, Loans Outstanding and Accounts: Retail Services and Citi-Branded, 2010-2014
  • J.P. Morgan Chase
  • Card, transaction and new account leadership
  • Value proposition
  • Using the recession to create a healthier portfolio
  • And leaving recession card blues behind
  • Targeting the affluent
  • Developing and enhancing own-branded card lines and rewards
  • Harnessing digital
  • Co-brand: Focus on core portfolio
  • Table 6-14: J.P. Morgan Chase Consumer, Business and Government Own-Brand & Co-Branded Credit Card Programs, 2015
  • A heavy brand partner skew to affluence
  • Table 6-15: Chase Co-branded Card Hotel Brands: Domestic Travel Guest in Past 12 Months, by Brand & Demographic, 2015
  • Table 6-16: Frequent Flyer Enrollment: Southwest Airlines and United Airlines, by Demographic, 2015
  • Synchrony Financial Services
  • Partner movement and segment growth
  • Wins, renewals and losses
  • Growth strategies: grow private label share of partner sales & grow partners
  • Co-branded moves
  • Table 6-17: Synchrony Financial Services: Major Private Label/Co-branded Retail Partners, 2015
  • The co-branded angle
  • Amazon, QVC and Belk
  • Major co-branded accounts
  • PayPal
  • Key private label and co-branded credit card retailer accounts
  • Table 6-18: Synchrony Financial Credit Card Trust Loan Receivables & Account Share, 2015
  • Big-box retail formats lead Retail Card receivables
  • Table 6-19: Synchrony Financial Private Label Credit Card Receivables by Retail Partner, Q1 2015
  • Performance analysis
  • Positive loan growth and account growth trends
  • Purchase volume gains suggest success with retail partners
  • Accounts getting bigger?
  • Table 6-20: Synchrony Financial Retail Card Purchase Value, Receivables & Partners, 2011-2014 & H1 2014-2015
  • Table 6-21: Synchrony Financial Services Synchrony Financial Purchase Value, Loan Receivables, Accounts & Revenue, by Segment, 2011-2014
  • Table 6-22: Synchrony Financial Services Purchase Value, Loan Receivables, Accounts & Revenue, by Segment, H1 2014 vs. H1 2015
  • U.S. Bank
  • Own-branded credit card trends
  • Targeting a broad audience, with an affluent skew
  • FlexPerks taps American Express
  • But downstream products maintained
  • Co-branded strength and stability
  • Airline and retail emphasis
  • Co-branded moves
  • MasterCard sneaks another into Visa henhouse
  • Table 6-23: U.S. Bank Consumer and Business Own-Brand & Co-Branded Credit Card Programs/Cards,2015
  • Wells Fargo
  • Own-brand and co-branded moves
  • Table 6-24: Wells Fargo: Consumer Credit Card Metrics, 2014
  • Table 6-25: Wells Fargo Own-Brand & Co-branded Cards, 2015

Chapter 7: General-Purpose Credit Card Consumer Usage Trends

  • Introduction
  • Credit card usage trends over time
  • Percentage of credit card users on the upswing
  • General-purpose card usage growth lags department store card usage growth
  • Graph 7-1: All Credit Card, General-Purpose Credit Card & Department Store Credit Card Usage Penetration, 2006-2015
  • General-purpose credit card usage trends: 2006 to 2015
  • Pre-recession usage peak remains a long way off
  • Only American Express increases usage penetration
  • Graph 7-2: General-Purpose Credit Card Usage Penetration by Card Association/Network, 2006-2015
  • MasterCard turnaround underway?
  • Table 7-1: General-Purpose Credit Card Usage Penetration by Card Association: Percent Change,2006-2015
  • General-purpose credit card usage frequency trends: 2006-2015
  • Graph 7-3: Credit Card Usage Frequency Share: General-Purpose Credit Cards, 2006-2015
  • General-purpose credit cards in wallet: trends over time
  • Graph 7-4: General-Purpose Credit Cards: User Share by Number of Cards in Wallet, 2006-2015
  • Credit card usage by HH income
  • American Express maintains dominance among higher-income card users
  • Graph 7-5: General-Purpose Credit Card Association/Networks: User Share by HH Income, 2015
  • But American Express' grip on the affluent is slipping
  • Table 7-2: General-Purpose Credit Card Use Among $150K+ Consumers: By Association/Networks,2009-2015
  • Table 7-3: General-Purpose Credit Card Use by Association/Networks: Percent Change in Usage, by HH Income, 2009-2015
  • American Express
  • Table 7-4: American Express Credit Card: User Share by HH Income, 2015
  • Discover
  • Table 7-5: Discover Credit Card: User Share by HH Income, 2015
  • MasterCard
  • Table 7-6: MasterCard Credit Card: User Share by HH Income, 2015
  • Visa
  • Table 7-7: Visa Credit Card: User Share by HH Income, 2015

Chapter 8: Co-branded and Affinity Credit Card Consumer Usage Trends

  • Rewards/affiliation credit card usage trends: 2011 to 2015
  • Introduction and explanation
  • Co-brand/rewards credit card usage outstrips general-purpose credit cards
  • Cash back takes the lead
  • Table 8-1: Rewards/Affiliation Credit Card Usage: All Adults, by Co-brand/Rewards Type, 2011-2015
  • Table 8-2: Rewards/Affiliation Credit Card Usage: General-Purpose Credit Card Users by Co-brand/Rewards Type, 2011-2015
  • American Express rewards/affiliation credit card usage trending
  • Table 8-3: American Express Rewards/Affiliation Credit Card Usage by Affiliation/Reward Type,2011-2015
  • Discover rewards/affiliation credit card usage trending
  • Table 8-4: Discover Rewards/Affiliation Credit Card Usage by Affiliation/Reward Type, 2011-2015
  • MasterCard rewards/affiliation credit card usage trending
  • Riding the cash back wave?
  • Table 8-5: MasterCard Rewards/Affiliation Credit Card Usage by Affiliation/Reward Type, 2011-2015
  • Visa co-brand/rewards credit card usage trending
  • Co-brand/rewards usage share gains across the board
  • Table 8-6: Visa Rewards/Affiliation Credit Card Usage by Affiliation/Reward Type, 2011-2015
  • Rewards/affiliation credit card usage, by demographic
  • By HH income: affluent dominate hotel and airline
  • Graph 8-1: General-Purpose & Rewards/Affiliation Credit Card Usage Share: By Rewards/Affiliation & HH Income, 2015
  • By generation and gender: generation shift in play?
  • Table 8-7: General-Purpose & Rewards/Affiliation Credit Card Usage: By Rewards/Affiliation & Generation by Gender, 2015
  • Airline card usage and usage share
  • Graph 8-2: Credit Cards with Airline Affiliation, by Association/Networks: Usage and Usage Share by HH Income, 2015
  • Cash back card usage and usage share
  • Graph 8-3: Credit Cards with Cash Back Rewards by Association/Networks: Usage and Usage Share by HH Income, 2015
  • Rewards/affiliation credit card usage, by household investments
  • Table 8-8: Credit Card Usage by Card Association & Rewards/Affiliation Type: Among Investors with $100K+ in Assets, by Asset Type, 2015
  • Co-branded/affinity credit card usage
  • Introduction and context
  • More than 5 in 10 general-purpose credit card users have co-brand/affinity card
  • Graph 8-4: General-Purpose and Co-Brand/Affinity Credit Card Usage & Active Usage, 2015
  • Visa co-brand/affinity usage penetration leads other card associations
  • Graph 8-5: General-Purpose & Co-Brand/Affinity Credit Card Usage & Active Usage: By Card Association, 2015
  • Graph 8-6: General-Purpose and Co-Brand/Affinity Credit Indexed Card Usage & Active Usage: By Card Association, 2015
  • But co-brand/affinity card penetration by association is a close call
  • Graph 8-7: General-Purpose and Co-Brand/Affinity Credit Indexed Usage: Relative Indexing by Card Association, 2015
  • Proprietary survey results affirm co-brand/affinity demographic skew
  • Table 8-9: General-Purpose and Co-Brand/Affinity Credit Card Usage Penetration: By Demographic,2015
  • MasterCard and Visa co-branded users skew younger, with Visa drawing younger affluent
  • Table 8-10: American Express & MasterCard & Visa Co-Brand/Affinity Usage & Active Usage: By Demographic, 2015
  • 15 co-brand/affinity card types: usage & usage in past 30 days
  • Co-branded penetration more than three times higher than affinity
  • Retail cards most prevalent
  • Affinity-based card types play minor but important role
  • Graph 8-8: Co-branded and Affinity Credit Card Usage & Active Usage: By 15 Card Types, 2015
  • Retail and airline cards promise stronger engagement?
  • Affinity cards have lower engagement?
  • Table 8-11: Co-branded and Affinity Credit Card Usage Ratio: By 15 Card Types, 2015
  • Co-branded cards attract higher incomes; affinity cards attract more males
  • Graph 8-9: Co-branded vs. Affinity Credit Card Usage Share: By Gender, Age and HH Income, 2015

Chapter 9: Co-Brand/Affinity Credit Card Application Influencers

  • Co-brand/affinity card signup influencers
  • Introduction
  • The big picture
  • No annual fee and rewards help drive sign-up decision
  • Mobile app not so much
  • Graph 9-1: Co-Branded Credit Card Features: Sign-Up Influencers, 2015
  • The Details
  • Ways to earn extra points/rewards: demographic analysis
  • Table 9-1: Ways to Earn Extra Points/Rewards: Co-branded Card Sign-Up Influencers by Demographic, 2015
  • Rewards program features: demographic analysis
  • Table 9-2: Rewards Program Features: Co-branded Card Sign-Up Influencers by Demographic, 2015
  • Types of discounts: demographic analysis
  • Table 9-3: Types of Discounts: Co-branded Card Sign-Up Influencers by Demographic, 2015
  • Types of special perks: demographic analysis
  • Table 9-4: Types of Special Perks & Services: Co-branded Card Sign-Up Influencers by Demographic,2015
  • Types of travel benefits: demographic analysis
  • Table 9-5: Types of Travel Benefits: Co-branded Card Sign-Up Influencers by Demographic, 2015

Appendix

  • Methodology
  • Consumer survey methodology
  • Explanations
  • Report table interpretation
  • Terms and definitions
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