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

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, Té 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, Té 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, Té 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.

What You'll Get in this Report

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.

How You Will Benefit from this Report

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.

This report will help:

• 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.

• Chapter 1: Executive Summary
  • Scope of the Report
  • Overview
  • Definitions: Co-branded versus Affinity Cards
  • Players: Links in the Co-branded and Affinity Cards' Value*
  • Methodology and Sources
  • Expert Interviews
  • Simmons Experian Surveys
  • Packaged Facts Conducts Custom Survey
  • Market Size and Trends
  • Consumers' Payment Preferences
  • Credit and Debit Cards in Force Continue to Show a Saturated U.S. Market
  • Forces Driving Consumer Card and Co-branded Card Usage
    • U.S. Consumers Walloped
    • Contracting U.S. Consumer Credit
    • Card Issuers Winnow Their Portfolios, Cut Rewards, Homogenize Reward Programs
  • Reward Programs a Major Co-branded Card Market Driver
    • Co-branded Cards in Force
    • One in Five U.S. Cardholders has an A/S Credit Card
    • Packaged Facts Custom Survey Finds More than Half of Consumers Own Co-branded or Affinity Cards
  • Co-branding Around the World
  • International Payment Trends
  • Europe Co-branding Market: "Hugely Different from the U.S."
  • Latin America: Growing Middle Class Generates Issuer/Partner Interest
  • Asia: A Patchwork Quilt
  • Consumer Demographics & Psychographics
    • Online Consumers Higher Users of Co-branded and Affinity Cards
    • Non-Hispanic Whites and Asians Favor A/S Cards; Blacks and Hispanics Are Underrepresented
    • A/S Card Owners More Financially Secure and Financially Savvy than the Average Consumer
  • The Competitive Arena: Brand Networks
    • Credit Card Industry is Undergoing Major Changes
    • Payment Networks and Their Brands
    • Ownership and Use of Co-branded and Affinity Cards
      • Fewer Own Co-branded or Affinity Debit Cards
    • Marketing Dynamics
    • Decision Drivers and Information Sources
    • With All Those Carefully Crafted Benefits, What Really Matters to Co-branded and Affinity Card Users?
    • Where Do Marketers Spend Their Money
    • Branches are Bastion of Card Promotion-the Buzz Word is CRM
    • Communicating with the Consumer via the Internet
    • Email Marketing: Boosting Co-branded Card Use
    • Small Business-Lots of Opportunity for Co-branders
    • Gen Y: Internet Lovers Who Embrace Co-branded and Affinity Cards
    • Boomers-Still Influential, But Saving More and Spending Less
    • Ethnic Marketing
  • Going Forward
    • Legal Challenges in the U.S. to the Credit Card Reform Act of 2009
      • Emerging Payment Products: A Structural Break
      • Mobile Payments (mPayments): Are the Golden Days of Plastic Cards Over?
      • Co-branding a Mobile Phone?
      • Social Networking
      • Gen Y: the Sweet Spot for Social Network Co-branded Card Marketing
      • But Do Social Networkers Go On to Visit Financial Sites?
      • Co-branding and Social Networking
      • The Co-branding Advantage That Issuers Crave
      • Sizing the Future of Co-branding in the U.S.
• Chapter 2: Market Size and Trends
  • Consumers' Payment Preferences
    • Credit and Debit Cards in Force Continue to Show a Saturated U.S. Market
    • Card Usage Growth Tops 12% CAGR
    • New Cards Increase and Dormant Cards Awake
    • More U.S. Consumers Using Plastic for Small Payments
  • Forces Driving Consumer Card and Co-branded Card Usage
    • Global Financial Crisis
    • U.S. Consumers Walloped
    • Contracting U.S. Consumer Credit
    • Bankruptcies and Credit Card Defaults and Delinquencies Rising Sharply
    • Card Issuers Winnow Their Portfolios, Cut Rewards, Homogenize Reward Programs
    • Lasting Impact on U.S. Consumer Spending and Charging?
    • Consumers Switching from Credit to Debit Cards
  • Reward Programs a Major Co-branded Card Market Driver
  • Sizing the U.S. Co-Branded and Affinity Card Market
    • Consumer Ownership and Use of Co-branded and Affiliation Cards
    • One in Five U.S. Cardholders has an A/S Credit Card
    • Other Surveys
  • Packaged Facts Custom Survey Finds More than Half of Consumers Own Co-branded or Affinity Cards
  • Co-branded Cards in Force
    • Affinity Card Programs on a Plateau Since 2007
  • In the Wallet, Yes. But Do Consumers Use Them?
    • Packaged Facts Survey: 29% of Consumers Keep a Co-branded or Affinity Card in the Front of their Wallets
    • Proprietary Bank Rewards Programs versus Co-branded and Affinity Cards
• Chapter 3: Co-branding Around the World
  • International Payment Trends
  • The Global Economy, Doldrums for Some, Crisis for Others
  • Europe Co-branding Market: "Hugely Different from the U.S."
    • France: Visa and MasterCard Enter Co-branding in 2007
    • Europe's Co-branding Central
    • Spain: Separation of Credit Lines
    • Turkey Takes a Multi-Partner Route
    • Scattered Activity Elsewhere in Europe
  • The Gulf: Co-branders Target "Distinguished" Customers
  • Latin America: Growing Middle Class Generates Issuer/Partner Interest
    • Mexico: Aggressive Growth Until the Crisis
  • Asia: A Patchwork Quilt
    • Olympics Serve as Springboard for Chinese Market
    • Hong Kong's Bank of Communications Seeks Strategic Business Partnerships for Co-branding
    • India: A Growth Magnet for Co-branders
    • Multi-Function Smart Cards Drive Taiwan's Market
  • Going Their Own Way
• Chapter 4: Consumer Demographics & Psychographics
  • About the Experian Simmons Data
    • Statistically Accurate Cross-Section of the U.S. Population
    • Simmons Survey Data Presented for 12 Credit Card Categories
    • Experian Simmons Surveys Cardholders Attitude on Finances
    • Index System
  • About the Packaged Online Consumer Survey
    • Online Consumers Higher Users of Co-branded and Affinity Cards
  • A/S Credit Cardholders: First Wave Boomers Go for Travel Cards
    • A/S Cardholders Tend to be Affluent
    • MasterCard Has Highest Percentage of Truly Affluent
    • A/S Cardholders Are Well Educated, Managers, Techies, Professionals or Self-Employed
    • Northeastern and Pacific Homeowners Favor A/S Cards; the Southwest and Southeast Are Areas of Opportunity
    • Non-Hispanic Whites and Asians Favor A/S Cards; Blacks and Hispanics Are Underrepresented
  • A/S Card Owners More Financially Secure and Financially Savvy than the Average Consumer
  • Travel versus Automobile versus Association Card Owners
    • Travel Card Users: Asian, Educated, White-Collar Professionals
    • Reach Them Through the Financial Press
    • Automobile Card Users: Older, Less Affluent, More Likely to Have Children
    • Association/Organization Card Users: Well Educated, Affluent Techies and Professionals
  • Factors and Attitudes Differentiating Amex, Discover, MasterCard and Visa Cardholders
    • A/S American Express Cardholders
    • Factors Differentiating A/S American Express Cardholders
    • Don't Leave Home Without It
  • A/S Discover Cardholders
  • A/S MasterCard Owners
  • A/S Visa Cardholders
• Chapter 5: The Competitive Arena: Brand Networks
  • Overview
  • A Note on Metrics
  • Credit Card Industry is Undergoing Major Changes
  • Payment Networks and Their Brands
  • Ownership and Use of Co-branded and Affinity Cards
    • Fewer Own Co-branded or Affinity Debit Cards
    • At Least Half of Each Network's Card Holders Keep a Co-branded or Affinity Card Front of Wallet
  • Ownership and Usage of Co-branded and Affiliation Cards Brands
  • American Express
  • Overview
  • Performance
  • "Spend-Centric" Co-branding
    • Travel
    • Entertainment
  • Discover Financial Services
  • Corporate Vision-Competitive Differentiator
  • Overview
  • History
    • Since the Spinoff
  • Going Forward: Global Reach
  • Performance: Stop and Start Growth
  • Co-branding: "It's All About the Relationship"
  • Building Co-branding Relationships
  • Structuring to Manage Co-branded and Other Cards
  • Managing Partner Relationships
    • Value Beyond the Partner-Specific Reward
  • Creating Reward Programs that are Specific but Generic
  • Giving Consumers an "Edge" on Financial Literacy
  • Alignment of Opportunity
• MasterCard Worldwide
  • Overview
  • History
  • MasterCard Starts 2009 with a Business Unit Realignment
  • Performance and Key Metrics
  • MasterCard's Co-Branding Differentiators
    • Relationship Rewards Construct
  • Visa Inc.
  • History
    • Reorganization and Initial Public Offering
  • Performance
  • Going (More) Global
  • Visa's Three-tiered Consumer Credit Platform
  • Thousands of Visa Co-branding Programs
  • Visa's Differentiators: Seamless Solutions
    • "What's Really New and Different"
  • Brand Globally but Co-brand Locally
    • Building a More Holistic Relationship with the Retailer
    • In the U.S. Getting More Out of What They Have
    • In Europe
  • Getting the Partners on Your Side
  • For the next 2-5 years?
• Chapter 6: The Competitive Arena: Banks and Non-Bank Issuers............
  • Top Co-branded and Affinity Card Issuers
• Bank of America
  • Overview
  • Acquisition Spree
  • Performance
    • "Incredibly Stiff Headwinds"
  • Beyond the Card: The Birth of Affinity Banking
    • 39% of Q2-2009 Deposits from Affinity Relationships
  • A Great Selling Machine
  • JPMorgan Chase
  • Chase Card Services
  • Performance
  • Numerous Affinity Organizations and Co-brand Partners
    • Co-branding is Serious Business at Chase
    • Co-brand Outperforms Chase's Proprietary Programs
    • Concentrating on the Biggest Partnerships
  • Barclays PLC
  • Performance
  • Focus on Co-branding
    • Success in the U.S.
    • U.S.-U.K. Cross Fertilization
  • GE Consumer (né GE Money)
  • Expands Co-branded Card Portfolio
  • Performance: Shrinking Receivables-Rising Defaults
    • From Pure Private Label to Co-branding Giant
  • GE's Global Co-branding Reach
    • But GE Doesn't Love its Credit Card Business
  • Capital One
  • Performance
  • As Other Issuers Pull Out of the Co-branding Arena, Capital One Sees Opportunity
    • Card Lab - Personalizing Plastic
    • Capital One Creates DIY Affinity Programs for Non Profits
    • How it works
    • USP for Smaller Non-Profits
  • Smaller Financial Services Companies Enter the Co-branded and Affinity Card Space
  • Western Alliance Bankcorp Looks to Co-branded and Affinity Cards to Offset Real Estate Woes
  • UMB: The First Do-it-Yourselfer
• Chapter 7: Marketing Dynamics
  • Decision Drivers and Information Sources
    • Co-branded Card Candidates Resonate with Direct from Partners and Sponsors
    • Trust in Advertising: 'Round the World It's Word of Mouth
  • With All Those Carefully Crafted Benefits, What Really Matters to Co-branded and Affinity Card Users?
    • Rewards and Discounts More Important for Acquisition and Frequent Use to Co-branded and Affinity Card Owners than to GPCC Owners
    • Hanging on to the Old School Tie
    • . . .And Which Ones Don't? Rewards Program Cost Cutters Want to Know
  • Where Do Marketers Spend Their Money
    • Direct Mail Offers Plunging
    • Shift to Fee-based and Co-branded Cards
    • Spending on Measured Media Fell Off the Cliff in Q4-2008-It's Still Falling
    • Word of Mouth[watering] Marketing Spending Bucks the Trend
  • Print Media: Co-branded Card Holders Read the Financial Pages
  • Branches are Bastion of Card Promotion-the Buzz Word is CRM
  • Communicating with the Consumer via the Internet
    • Online Advertising
    • Email Marketing: Boosting Co-branded Card Use
    • Emerging Email Marketing Paradigm
    • Viral Email Marketing
  • Segments, Segments, Segments
    • Small Business-Lots of Opportunity for Co-branders
    • Gen Y: Internet Lovers Who Embrace Co-branded and Affinity Cards
    • Boomers-Still Influential, But Saving More and Spending Less
  • Ethnic Marketing
    • Asians Embrace Co-branding
    • African Americans: Worldview Considerations
    • Hispanics Underserved - Try Mobile Outreach
    • Multi-racial Opportunities Loom
• Chapter 8: Going Forward
  • Legal Challenges in the U.S. to the Credit Card Reform Act of 2009
    • Impact on Consumers and Issuers
    • Impact on Co-branding Partners
    • Chill Wind Blows on Overdraft Fees
    • Are Interchange Fees Next? Co-branding Partners Square Off Against Banks and Brand Networks
  • Across the Pond
  • Emerging Payment Products: A Structural Break
    • Contactless Cards
    • Smart Cards
    • Mobile Payments (mPayments): Are the Golden Days of Plastic Cards Over?
    • Co-branding a Mobile Phone?
  • Social Networking
    • Top Social Networking Sites
    • Gen Y: the Sweet Spot for Social Network Co-branded Card Marketing
    • But Do Social Networkers Go On to Visit Financial Sites?
    • Tweetterers Don't Fly to Financial Services Sites Either
    • Women Turn to Blogs for Info, Advice, Recommendations
    • Co-branding and Social Networking
  • Whither Co-branding
    • The Need for Alternate Channels
    • Learning from Past Mistakes
    • U.S. Co-branding Programs: All Grown Up or Still Growing?
  • Segments: Growing and Emerging
  • Helping the "Bruised Consumer"
  • Rewards Programs: Issuers Cut Back as Beleaguered Consumers Increase Reliance
    • Are Experiential Rewards Relevant in a Downturn?
  • The Tension Between Co-branded and Proprietary Bank Rewards Programs
    • The Co-branding Advantage That Issuers Crave
    • To Live Long and Prosper, Co-brand Partners Need to Be Actively Engaged in Their Programs
    • Sizing the Future of Co-branding in the U.S.
  • Assessing the Game Changers
• List of Tables
  • Table 1-1: Use of Payment Instruments by Non-banks: International Card Payment Trends, 2003 vs. 2007
  • Table 1-2: Features That Drive Acquisition of Co-branded and Affinity Cards versus Standard Cards
  • Table 2-1: U.S. Consumer Payment Preferences, In-store Payment Mix, 2003-2008
  • Table 2-2: Consumer Payment Preferences, Internet Payment Vehicles, 2005 versus 2008
  • Table 2-3: U.S. Credit and Debit Cards, Transactions and Terminals, 2003-2008
  • Table 2-4: Percentage Change in Outstanding Consumer Credit, 2006-July 2009
  • Table 2-5: Consumer Ownership and Use of A/S Credit Cards by Type, Summer 2008
  • Table 2-6: Edgar Dunn Study on Consumers' Preferred Credit Cards, 2000 vs. 2004 vs. 2006
  • Table 3-1: Use of Payment Instruments by Non-banks: Check and E-Payment Trends, 2003 vs. 2007
  • Table 3-2: Use of Payment Instruments by Non-banks: International Card Payment Trends, 2003 vs. 2007
  • Table 3-3: Trends in the Use of Payment Instruments by Non-banks, 2003 vs 2007
  • Table 3-4: World GDP and Private Consumption Growth, 2007-2011
  • Table 3-5: High Income Countries GDP and Private Consumption Growth, 2007-2011
  • Table 3-6: Euro Zone GDP and Private Consumption Growth, 2007-2011
  • Table 3-7: East Asia/Pacific Region GDP and Private Consumption Growth, 2007-2011
  • Table 3-8: South Asia Region GDP and Private Consumption Growth, 2007-2011
  • Table 3-9: Middle East and North Africa GDP and Private Consumption Growth, 2007-2011
  • Table 3-10: Latin America and the Caribbean GDP and Private Consumption Growth, 2007-2011
  • Table 4-1: Demographic Characteristics Favoring Ownership of Affiliation/Sponsorship Cards, by Type, 2008 (index)
  • Table 4-2: Household Income Levels Favoring Ownership of Affiliation/Sponsorship Cards, 2008 (index)
  • Table 4-3: Household Income Levels Favoring Ownership and Use of Affiliation/Sponsorship Cards vs. Co-branded/Affinity Cards, 2008/2009 (percent)
  • Table 4-4: Key Household Income Levels for Affiliation/Sponsorship Cards by Brand, 2008 (percent and index)
  • Table 4-5: Education Characteristics Favoring Ownership of Affiliation/Sponsorship Cards, 2008 (index)
  • Table 4-6: Education Characteristics Favoring Ownership and Use of Affiliation/Sponsorship Cards vs. Co-branded/Affinity Cards, 2008/2009 (percent)
  • Table 4-7: Employment Characteristics Favoring Ownership of Affiliation/Sponsorship Cards Overall and by Type, 2008 (index)
  • Table 4-8: Regional and Homeownership Characteristics Favoring Ownership of Affiliation/Sponsorship Cards Overall and by Type, 2008/2009 (index)
  • Table 4-9: Racial/Ethnic Characteristics Favoring Ownership of Affiliation/Sponsorship Cards Overall and by Type, 2008 (index)
  • Table 4-10: Financial Attitudes of Affiliation/Sponsorship Cardholders, 2008 (index)
  • Table 4-11: Demographic Characteristics Favoring Ownership of Airline/Hotel Cards, 2008 (index)
  • Table 4-12: Financial Attitudes of Affiliation/Sponsorship Cardholders Overall vs. Airline/Hotel Cardholders, 2008 (index)
  • Table 4-13: Demographic Characteristics Favoring Ownership of Automotive Cards, 2008 (index)
  • Table 4-14: Financial Attitudes of Affiliation/Sponsorship Cardholders Overall vs. Automotive Cardholders, 2008 (index)
  • Table 4-15: Demographic Characteristics Favoring Ownership of Association/Organization Cards, 2008 (index)
  • Table 4-16: Financial Attitudes of Affiliation/Sponsorship Cardholders Overall vs. Association/Organization Cardholders, 2008 (index)
  • Table 4-17: Demographic Characteristics Favoring Ownership of American Express Cards Overall vs. Affiliation/Sponsorship American Express Cards, 2008 (index)
  • Table 4-18: Financial Attitudes of American Express Cardholders Overall vs. Affiliation/Sponsorship American Express Cardholders, 2008 (index and percent)
  • Table 4-19: Financial Attitudes of Discover Cardholders Overall vs. Affiliation/Sponsorship Discover Cardholders, 2008 (index and percent)
  • Table 4-20: Demographic Characteristics Favoring Ownership of MasterCards Overall vs. Affiliation/Sponsorship MasterCards, 2008 (index)
  • Table 4-21: Financial Attitudes of MasterCard Holders Overall vs. Affiliation/Sponsorship MasterCard Holders, 2008 (index and percent)
  • Table 4-22: Demographic Characteristics Favoring Ownership of Visa Cards Overall vs. Affiliation/Sponsorship Visa Cards, 2008 (index)
  • Table 4-23: Financial Attitudes of Visa Cardholders Overall vs. Visa Affiliation/Sponsorship Cardholders, 2008 (index and percent)
  • Table 5-1: Consumer Ownership and Use of A/S Credit Cards by Payment Network Brand and Type, 2008
  • Table 5-2: American Express Financials, for 2006 through Q1 2009
  • Table 5-3: American Express: Key Global Metrics for 2006 through Q1 2009
  • Table 5-4: Discover Financials for 2006 through Q2 2009
  • Table 5-5: Discover: Key Metrics for 2006-2008
  • Table 5-6: MasterCard Financials, for 2006 through Q1 2009
  • Table 5-7: MasterCard Key Global Metrics for 2006 through Q1 2009
  • Table 5-8: Visa Financials, for 2006 through Q1 2009
  • Table 5-9: Visa Key Global Metrics 2008
  • Table 5-10: Visa's Co-branded and Affinity Cards as of 2007
  • Table 6-1: Bank of America: Card Services Credit Card Performance
  • Table 6-2: Global Card Services: Q2 2009 Results
  • Table 6-3: Global Card Services: Key Statistics
  • Table 6-4: Affinity Program Success Stories
  • Table 6-5: Card Services Performance
  • Table 6-6: Chase Obligations Under Affinity and Co-brand Programs
  • Table 6-7: A Chase Affinity Card Sampler
  • Table 6-8: BarclayCard Performance, 2006-2008
  • Table 6-9: Key Facts about Barclaycard, 2008
  • Table 6-10: GE Capital Consumer (formerly GE Money) Financials, for 2006 through Q1 2009
  • Table 6-11: GE Capital Consumer Delinquencies Q2 2008 versus Q1 & Q2 2009
  • Table 6-12: Dual Card Launches and Assets, 2003-2006
  • Table 6-13: Examples of GE's Co-branded and Affinity Cards, 2009
  • Table 6-14: U.S. and International Card Performance, 2006-2009
  • Table 6-15: Capital One Co-branded Credit Cards
  • Table 7-1: Sources of Information Especially Important to Choosing Last Card for Co-branded or Affinity Card Owners versus Owners of Standard Cards
  • Table 7-2: Sources of Information Especially Important to Choosing Last Card for Consumers Who Use Co-branded or Affinity Card Most Frequently versus Standard Cards
  • Table 7-3: Features That Drive Acquisition of Co-branded and Affinity Cards versus Standard Cards
  • Table 7-4: Features That Drive Acquisition and Use of Co-branded and Affinity Cards versus Standard Cards for "Most Frequent" Users
  • Table 7-5: Considerations in the Acquisition and Use of Co-branded Retailer, Travel, Entertainment and Affinity Cards
  • Table 7-6: Students and Alumni Go for Organization and Affiliation Cards
  • Table 7-7: Card Holder Attitudes: I Read the Financial Pages of My Newspaper
  • Table 7-8: "I Find Ads for Financial Services Interesting"
  • Table 7-9: U.S. Population Projections: Share by Ethnic Group
  • Table 7-10: Penetration of Co-branded and Affinity Cards by Ethnic Group
  • Table 8-1: Key Provision of the Credit Card Accountability, Responsibility, and Disclosure (CARD) Act of 2009
  • Table 8-2: Top Social Networking Sites
  • Table 8-3: Method of Gathering Information to Identify Choices for a Potential Purchase
  • Table 8-4: U.K. Credit Card rewards in 2005, 2008 and 2009
  • Table 8-5: World Bank Estimates of U.S. GDP and Private Consumption 2007-2011
• List of Figures
  • Figure 1-1: U.S. Rewards-Based Credit Cards versus General Purpose Credit Cards Without Rewards, 2003 vs. 2007 vs. 2011(F)
  • Figure 1-2: Ownership of Partnership and Sponsor Cards, February 2009
  • Figure 1-3: Generational Patterns for Ownership of Affiliation/Sponsorship Cards vs. Co-branded/Affinity Cards, 2008/2009 (by percentage and index)
  • Figure 1-4: Ownership of Network Branded Co-branded and Affinity Cards, 2009
  • Figure 2-1: U.S. Debit and Credit Card Transaction Volume, 2003-2007
  • Figure 2-2: U.S. Debit and Credit Card Transaction Value, 2003-2007
  • Figure 2-3: Outstanding Consumer Credit, 1990-Q1 2009
  • Figure 2-4: U.S. Non-Business Bankruptcy Filings, 2000-2009(F)
  • Figure 2-5: U.S. Credit Card Charge Offs and Delinquency Rates (All Banks), Q1 2000-Q1 2009
  • Figure 2-6: U.S. Retail Sales Decline Sharply between Q1-2008 and Q1-2009
  • Figure 2-7: U.S. Rewards-Based Credit Cards versus General Purpose Credit Cards Without Rewards, 2003 vs. 2007 vs. 2011(F)
  • Figure 2-8: Trends in A/S Credit Card Ownership and Use, 2004-2008
  • Figure 2-9: Ownership of Partnership and Sponsor Cards, February 2009
  • Figure 2-10: Co-branded and Affinity Credit Cards Issued in the U.S., 2003-2008
  • Figure 2-11: Co-branded and Affinity Credit Card Transactions, 2003-2008
  • Figure 2-12: What Kinds of Co-branded and Affinity Cards are Used Regularly?
  • Figure 2-13: Ownership and Use of Partnership and Sponsor Cards, February 2009
  • Figure 4-1: Generational Patterns for Ownership of Affiliation/Sponsorship Cards vs. Co-branded/Affinity Cards, 2008/2009 (by percentage and index)
  • Figure 5-1: Share of U.S. General Purpose Debit, Credit & Charge Card Purchase Volume, 2008 (percentage)
  • Figure 5-2: Share of U.S. General Purpose Credit & Charge Card Purchase Volume, 2008 (percentage)
  • Figure 5-3: Share of Global General Purpose Debit, Credit & Charge Card Purchase Volume, 2008 (percentage)
  • Figure 5-4: Share of Global General Purpose Credit & Charge Card Purchase Volume, 2008 (percentage)
  • Figure 5-5: Ownership of Network Branded Co-branded and Affinity Cards, 2009
  • Figure 5-6: Brand by Brand, Half of Co-branded and Affinity Cards Make It to the Front of the Wallet, 2009
  • Figure 5-7: Visa's Regional Markets, 2008 (Share and Growth)
  • Figure 6-1: Market Share of U.S. General Purpose Credit Card Issuers Ranked by Purchase Volume, 2008
  • Figure 6-2: BofA's Multi-Channel Marketing, 2007
  • Figure 6-3: BofA Leverages Its Channel Diversity to Balance Growth and Profitability, 2008
  • Figure 6-4: Chase Brand versus Co-brand/Affinity Performance
  • Figure 7-1: Forms of advertising ranked by changes in levels of trust from April 2007 to April 2009
  • Figure 7-2: Direct Mail Credit Card Offers, Synovate versus Mintel, 2005-2007
  • Figure 7-3: Measured Media Spending, 2007, 2008 and Q1 2009
  • Figure 7-4: Bank of America's Card Sales Mix By Channel, 2004-2007
  • Figure 7-5: Growing Multi-Racial Population in the U.S
  • Figure 8-1: Front-of-Wallet Use of Co-branded and Affinity Cards by Age Cohort
  • Figure 8-2: Rewards Cards vs. Standard Cards as a Percentage of Total Credit Cards, 2007-2012
  • Figure 8-3: Co-branded & Affinity Card Forecast, Cards Outstanding (Total/Per Cardholder), 2007-2012
  • Figure 8-4: Co-branded & Affinity Card Forecast, Transaction Volume and Value, 2007-2012