Co-Branded and Affinity Credit Cards in the U.S., 3rd Edition

Abstract

The market for co-branded and affinity cards is over two decades old. Issuers have worked to make payment cards more attractive to cardholders through value-adding initiatives such as rebates and rewards. This has been a major growth driver in the co-branded and affinity card space over the past few years, but there is some evidence that the pendulum has begun to swing in favor of proprietary bank reward programs.

In the U.S., where the market for co-branded and affinity card is extraordinarily mature, experts interviewed by Packaged Facts estimate that between one quarter and one third of the plastic held by Americans are co-branded or affinity cards. And because co-branded and affinity credit, payment and debit cards have become such an integral part of the U.S. card industry, the growth of this market cannot be separated from the shift in consumer payment preferences from paper to plastic and electronic vehicles, and from the huge expansion in U.S. consumer indebtedness. Other forms of mobile payments, such as contactless cards, mobile phones and contactless watches are gaining traction.

As the U.S. market matures - and possibly plateaus - issuers are seeking new growth opportunities in Europe, Asia and other regions. However, there are wide variations in the extent to which consumers, issuers and merchant partners in the various national markets have embraced co-branding.

Scope of the Report

Packaged Facts' 2009 report, Co-branded and Affinity Cards Market in the U.S., examines how the market and players have changed over the past two years, and answers important questions including:

• What new products are co-branding partners offering?
• What new segments offer the most opportunity?
• How are international markets evolving?
• How are partners coping with the world' s grim economic realities?
• What is the best advice experts have to offer?

In addition, this report features the results of Packaged Facts' 2009 proprietary consumer survey, which explores co-branded and affinity card usage, front-of-wallet, most desired card features, channels and card information sources.

Methodology

Packaged Facts' study of co-branded and affinity cards is based on extensive secondary research and interviews with industry and regional experts. Secondary sources include data-gathered from relevant trade, business, and government sources, including card industry journals, trade and general press (print and electronic), annual reports and 10(k) filings, company literature, consultancy publications, Packaged Facts reports, websites and white papers.

Interviews were conducted with representatives of Discover, Visa, Visa Europe, Capital One, Kroll-Info Americas, Maritz Inc., Auriemma Consulting Group and other marketing and consulting firms operating in the co-branded and affinity card space.

Packaged Facts' analysis of consumer behavior and demographics derives from the our Custom Online Survey of 2,606 adults, Experian Simmons Market Research Bureau' s (New York, NY) adult consumer surveys, which are based on approximately 25,000 respondents age 18 or over.

About the Author

An expert in primary research, Te Revesz is the principal of Revesz International and Kentera Associates. She has conducted thousands of in-depth interviews with business, political and labor experts around the world. She was featured in Super Searchers Go to the Source as one of the US' s top primary researchers. Prior to founding Kentera Associates, Te headed the Healthcare and Industrial Practices of FIND/SVP' s Strategic Consulting and Research Group and was its International Practice Coordinator. She was also a Director of FIND' s Signia Partners division. Before joining FIND, Te served at Business International as Director of North American Publications, Editor-In-Chief of its global newsletter, and helped create BI' s global risk assessment product. She also worked at Prudential-Bache' s financial planning group and at Citibank' s Washington Representative Office.

Co-Branded and Affinity Credit Cards in the U.S. makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective players can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Co-Branded and Affinity Credit Cards in the U.S. offers.

Plus, you' ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

If your company is already doing business in the co-branded and affinity credit card market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for co-branded and affinity credit cards, as well as projected markets and trends through 2012.

• Marketing Managers identify market opportunities and develop targeted promotion plans for co-branded and affinity credit cards.
• Research and development professionals stay on top of competitor initiatives and explore demand for co-branded and affinity credit cards.
• Advertising agencies working with clients in the banking and retail industries understand the product buyer to develop messages and images that compel consumers to use co-branded and affinity credit cards.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.