Consumers’ Card Preferences: General-Purpose Versus Co-Branded

The Role of Strategic Partnerships in Consumer Credit CardsaThe Role of Strategic Partnerships in Consumer Credit Cards - May 2024

Even though around 1 in 4 consumers own a co-branded credit card or store card, that pales in comparison to the 2 in 3 consumers who own general-purpose credit cards. Do providers need to make the co-branded value proposition clearer? PYMNTS Intelligence’s latest 45-page report “The Role of Strategic Partnerships in Consumer Credit Cards” featuring 11 charts of exclusive data, a collaboration with Elan, explores how providers can expand the appeal of co-branded cards.

Inside the May Study
  • 27%: Share of consumers that own a co-branded store card
  • 45%: Share of co-branded card owners that sometimes or always revolve a balance
  • 60%: Share of co-branded card owners who have a card from a retailer affiliate

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