Credit Cards: Targeting by Features MacroMonitor Marketing Report Vol. II, No. 9 February 1996

Preferred Features and Awareness
  • Given the maturity of the credit card market, the time may be right to consider new and different approaches.
  • The gap between the features that consumers would include in their perfect card and those that they are aware of on the card they use the most suggests that emphasizing features other than fees, rates, or credit limits may be effective.
  • The attractiveness of different features, as measured by this gap, differs significantly by age, income, revolvers, and transactors, but more effectively by life stages and psychographic segments.
  • Except for cash rebates, none of the typical credit card features appear to promote longevity and continued use.