米国のプリペイドカード市場：第8版

米国の消費者がプリペイドデビットカードで使う金額は、2016年の3,020億米ドル、2020年の3,770億米ドルから、2023年には4,680億米ドルになると予測されています。また、B2Bプリペイドカードには2,840億米ドルが使われるとみられています。

当レポートでは、米国のプリペイドカード市場について調査し、カード管理者、マーケティング担当者、発行者など、プリペイドカード分野に参加する企業が直面する機会と課題について深く詳細に分析し、主要なプリペイドカードのカテゴリー別の予測なども提供しています。

目次

第1章 エグゼクティブサマリー

第2章 市場規模と予測

• 米国のプリペイドカードの市場規模と予測
• 成長機会

第3章 課題と機会

第4章 プリペイドカードの利用動向

第5章 汎用チャージ型プリペイドカードの特徴と利用理由

• 汎用リロード型プリペイドカードの特徴
• お金の動きと支払い機能：人口統計分析
• リロード型プリペイドカードを選ぶ理由
• 口座振替がカード利用に与える影響

第6章 プリペイドカードのマーケターと発行者の戦略

• 発行者の資産規模がプリペイドカード市場の選択を左右する
• パスワード
• 市場セグメント
• 主要サービス

付録

• 調査手法
• 略語
• 用語と定義

The adaptability of prepaid debit cards is manifest in the ever-growing roster of commercial sectors finding they are the right products to solve their payables needs. The cards are more secure than checks, reloadable for ongoing use and create a direct relationship between businesses and customers or employees.

The use case for prepaid debit cards as payroll cards, healthcare spending account tools, corporate expense trackers and government payments disbursement aids continues to strengthen with growth in each of those categories. These prepaid debit cards will represent $373 billion in consumer spending in 2023.

Every segment of prepaid debit cards is growing with a softening in demand only for general purpose reloadable (GPR) cards managed by marketers, like Netspend or Green Dot.

The GPR prepaid debit card has provided an off-ramp from the use of cash-only for the 20% of Americans who are underbanked and provided an on-ramp to digital commerce for Americans who are unbanked or who do not wish to use their own credit or debit cards online. These open-loop prepaid cards, running on the major card networks, have also featured access to savings and money management tools to help create more financial opportunities for their holders.

While consumers will spend almost $100 billion in 2023 using their GPR prepaid debit cards, product growth is being hamstrung by the divergent paths taken by marketers and issuers. Some prepaid card marketers and issuers have found they can generate greater long-term revenue by folding their GPR prepaid card programs into the new account programs of their denovo banks.

These new banks attack GPR prepaid card use by offering no monthly account fees and no overdraft fees. Packaged Facts surveys have found that bank account fees are anathema to GPR cardholders so these fee-free pitches may well resonate with them.

For fintechs and issuers, bank charters facilitate access to low-cost funds (through deposits) which they pair with high-value services including automatic savings and savings accounts paying extremely high rates of interest (e.g., Chime is paying 2% on a traditional savings account). However, these new operators are banks which means that consumer unable or unwilling to participate in the banking system will continue to use GPR cards.

Packaged Facts estimates that U.S. consumers will spend $468 billion with their prepaid debit cards in 2023, up from $377 billion in 2020 and $302 billion in 2016. Another $284 billion will be spent on B2B prepaid cards.

The new "Prepaid Cards in the US, 8th Edition" market research report presents a deeply detailed analysis of the opportunities and challenges confronting the companies participating in the prepaid card segment, whether they be card managers, marketers or issuers. Forecasts for each of the major prepaid card categories are also included.

Table of Content

CHAPTER 1: EXECUTIVE SUMMARY

REPORT SCOPE

REPORT SUMMARY

Market Size and Forecast

Growth Opportunity

Coattails of Pandemic Payment Changes Continue to Affect the Use of Cash

Digital Channel for Card Acquisition and Purchasing

Table 1-1. Mobile is the Lead Channel for E-commerce in the US, 2019 - 2022 (percent)

App-Based Digital Banking Threatens GPR Prepaid Industry

Broad Characteristics of the Payments Industry

Pay Before - Prepaid

Pay Now - Cash and Pin Debit

Pay Later - Consumer Credit

Status of Traditional Consumer Payments

• In 2022, Credit Card Outstanding Finally Surpassed Those of

Longer Term Payment Trends Accelerated

Figure 1-1. US Citizens Using Cash in a Typical Week, 2015 - 2022 (percent)

Longer-Term Payment Trends Unabated

Figure 1-2. Consumers Adopting Payment Cards and Online Payment Accounts, 2016 - 2021 (% share)

Government GPR Programs

Figure 1-3. Funds Disbursed Through Government Administered, General Use Prepaid Cards, 2011 - 2021 (billion dollars)

US Bank's ReliaCard Mobile App

Figure 1-4. US Bank ReliaCard Mobile App Examples

Payroll Cards

GPR Rewards

Kroger Rewards Prepaid Debit Card

The PayPal Prepaid Mastercard

Serve American Express Prepaid Debit Account

Prepaid Card Use Trends

Prepaid Card Marketer and Issuer Strategies

The Bancorp, Inc.

Table 1-2. The Bancorp, Inc. Non-Interest Income, 2019 - 2022 (thousand dollars)

Green Dot Corporation

Table 1-3. Green Dot Operating Revenue by Segment, 2019 - 2022 (thousand dollars)

Walmart MoneyCard

The Bottom Line

Figure 1-5. Green Dot Consumer Services Segment Revenues, 2021 - 2022 (million dollars)

Figure 1-6. Green Dot Consumer Services Segment, Active Accounts, 2021 - 2022 (million accounts)

Figure 1-7. Green Dot Money Movement Services Segment Revenues, 2021 - 2022 (million dollars)

Pathward Financial

Prepaid Card Programs

CHAPTER 2: MARKET SIZE AND FORECAST

US PREPAID CARD MARKET SIZE AND FORECAST

• Payment Value to Reach $468 Billion in

Table 2-1. Market Size, US Prepaid Cards, 2019 - 2023 (billion dollars)

2024 Payment Value Forecasted at $475.3 billion

Open-Loop and Closed-Look Prepaid Card Market Size, by Card Type

Table 2-2 US Prepaid Card Market Size by Type, 2023 (billion dollars)

GROWTH OPPORTUNITY

Sideways/Down: Consumer General-Purpose Reloadable Prepaid Cards

Long-Term Incremental Growth: Gift Cards

Strong Near-Term/Very Modest Long-Term Growth: Government Prepaid Cards

Moderate-to-Strong Growth: Healthcare Cards

Moderate Growth: Payroll Cards

Strong Growth: B2B Payments

CHAPTER 3: CHALLENGES AND OPPORTUNITIES

GENERAL-PURPOSE PREPAID CARD SPEND TO TAKE DISCRETIONARY & NON-DISCRETIONARY HIT

Table 3-1. Transaction and Deposit Services, Estimated Fees, and Reported Incidence of Product Use, 2020 - 2021 (billion dollars and % incidence rate)

Near- and Long-Term: Prepaid Cardholder Cash Preferences to Give Way Slowly

Table 3-2 Share of Payments Use for In-Person Payments, 2016 - 2021 (percent)

Near- and Long-Term: In-Store Purchases Pressured and Online Purchases Benefit

Near- and Long-Term: In-Store Sales Decline

Near- and Long-Term: Interchange Wins

Long-Term Winner: Payroll Cards

Long-Term Loser: Prepaid Tax Refund Cards

APP-BASED DIGITAL BANKING THREATENS GPR PREPAID INDUSTRY

The Good: Prepaid Cards Adapt to Digital Banking World

The Spoiler? Fintech Marketers Undercut on Price and Deliver on Features

In Focus: Chime

Potentially and Realistically Free to Use

• Table 3-3. Chime Account Fees,

Savings Innovation

The Big Picture

The Consequences of Newest Iteration of Neobanks

In Focus: SoFi

Figure 3-1. SoFi Mobile App Example

Multiple Savings Vaults Allow for Multiple Savings Goals

SoFi's Banking Charter Fuels BaaS Growth

SoFi and Samsung

CHAPTER 4: PREPAID CARD USE TRENDS

PANDEMIC PREPAID CARD DISTRIBUTION EFFECT LINGERS

Figure 4-1. "Do You Have Any Reloadable, General Use Prepaid Cards?", 2023 (% respondents)

• GENERAL-PURPOSE PREPAID CARD USE TRENDS:

A Note About the Data

Table 4-1 General-Purpose Prepaid Card Use, 2015 - 2021 (reloadable vs. non-reloadable)

Lower-Income Adults Remain a Sweet Spot

Table 4-2. General-Purpose Prepaid Card Use: By Age Bracket and HH Income Bracket, 2015 - 2023 (% of respondents)

CHAPTER 5: GENERAL-PURPOSE RELOADABLE PREPAID CARD FEATURE AND USE RATIONALES

GENERAL-PURPOSE RELOADABLE PREPAID CARD FEATURES USED

Table 5-1. General-Purpose Reloadable Prepaid Card Features Used, 2020 vs. 2023 (percent of adults using prepaid cards)

Money Movement and Payment Features: Demographic Analysis

Table 5-2. General-Purpose Reloadable Prepaid Card Payment Features Used by Age, 2023 (% respondents)

REASONS FOR CHOOSING RELOADABLE PREPAID CARDS

Customer Service and Online Shopping Drive Card Selection

Table 5-3. Most Important Features of Prepaid Cards, 2023 (% respondents)

Influence of Direct Deposit on Card Use

Table 5-4. Prepaid Card Reload, Monthly Fee, Withdrawal, and Purchase Behavior, 2018, 2020, 2023 (% respondents)

Table 5-5. Prepaid Card Reload, Monthly Fee, Withdrawal, and Purchase Behavior by Income Bracket, 2020 (% respondents 18-34 years old vs. 35+ years old)

CHAPTER 6: PREPAID CARD MARKETER & ISSUER STRATEGIES

ISSUER ASSET SIZE DRIVES PREPAID CARD MARKETER CHOICE

Note: Axos Financial

PATHWARD

Meta Bank Rebranded as Pathward

Pathward Prepaid Card Programs

• Table 6-1 Pathward Financial: General-Purpose Reloadable Prepaid Card Program Brands, Managers, and Networks,

Figure 6-1. H&R Block Emerald Card Example

The Tax Man Cometh: H&R Block Prepaid Emerald Card and Related Products

The Emerald Card Leverages Ancillary Products to Grow

Spruce Mobile Banking Offered Through Pathward

H&R Block Moving Prepaid Cardholders to its New Banking App, Spruce

Table 6-2. H&R Block Revenue: Total, Refund Transfer, Emerald Card, and Emerald Advance, 2019-2022 (million dollars and % change)

THE BANCORP BANK

Specialty Lender and Prepaid Card Leader

Strong 2022 Growth Bring Bancorp to 150 Million Active Cards

Table 6-3. The Bancorp, Inc. Non-Interest Income, 2019-2022 (thousand dollars)

Future Growth is Payments and Partners

• Table 6-4. The Bancorp Bank: General-Purpose, Reloadable Prepaid Card Program Brands, Managers, Networks, and Card Types,

But Non-Prepaid Debit Fintech Partnerships Drive Growth

• Table 6-5. The Bancorp Bank: Non-Prepaid Debit Fintech Partnerships by Name, Network Brand, and Launch Date, 2012 -

Healthcare a Bright Spot

GREEN DOT CORPORATION

Figure 6-2. Green Dot Products: Features & Benefits,

• Table 6-6. Green Dot Consumer Product Features and Platform Capabilities,

Market Segments

Table 6-7. Green Dot operating Revenue by Segment, 2019 - 2022 (thousand dollars)

Table 6-8. Green Dot Active Account, Gross Dollar Volume, and Purchase Volume, 2021 - Q3 2022 (million accounts and million dollars)

Deposit Account Programs

Key Program Brands

• Table 6-9 Green Dot General-Purpose Reloadable Prepaid Card Program Brands and Networks,
• Table 6-10 Green Dot General-Purpose Reloadable Prepaid Card Program Management-Only Brands and Networks,

Key Relationship: Walmart

The Walmart MoneyCard

Savings, Budgeting, and Direct Deposit Features

Key Competitive Threat: Low-Cost App-Based Digital Banking

Key New Product: Unlimited by Green Dot

Figure 6-3. Green Dot Unlimited Example

Key Service: BaaS

Apple Cash

Uber

Intuit

Wealthfront

NETSPEND

Overview

• Table 6-11. Green Dot General-Purpose Reloadable Prepaid Card Program Brands and Networks

APPENDIX

METHODOLOGY

ABBREVIATIONS

Table A-1. Report Abbreviations

TERMS AND DEFINITIONS