Tag Archive for: research

Auriemma recently published the Q1-2023 Cardbeat US report. The issue examines new card acquisition, outstanding debt, store debit and credit cards, and using rewards points with partner brands. Those interested in learning more about Auriemma’s research or about this issue should contact research@auriemma.group.

Findings include:


Word of mouth, third-party comparison websites, and digital channels are paramount to marketing and customer acquisition strategies.

  • Digital information sources like third-party comparison websites (91%) and social media posts (86%) are influential in deciding whether to apply for a payment card among those who used them—over half (56%-58%) ended up applying.


60% of cardholders say they spend multiple days considering a new credit card (38% for debit cards), and over half say the reason is because they want to compare the card to others on the market (54%) and/or do additional research on the card (53%).

  • 16% of cardholders say sign-up offers are the primary reason they applied for a credit card and 60% say they have at least a little impact on their decision.


Cardholders with outstanding credit card debt are strategic and intentional with their repayments—84% are paying off the balance as quickly as possible.

  • 59% of cardholders say they have an outstanding balance on their credit card(s), averaging $3,233.
  • One-fifth are not making any payments towards the balance(s) (22%) and/or are considering filing for bankruptcy (18%).


Tax refunds will most commonly be used to fortify savings (33%) and/or pay off outstanding debts or bills (31%).

Store card ownership has a marked impact on shopping with the brand—51% of store cardholders say their shopping with the merchant has increased since acquiring the card.

  • One-fifth (20%) say they have shopped at the store a lot more since getting their store card.


35% of rewards cardholders have transferred rewards to another brand at least once, and one-quarter (24%) have done so multiple times.

Expanding partnerships with brands similar to or different from the card would make over 40% of cardholders use their card more.

  • Supermarkets (85%) and gas stations (84%) are the most appealing purchase categories to be partnered with a credit card.

Survey Methodology

This Auriemma Group study was conducted online within the US by an independent field service provider on behalf of Auriemma Group (Auriemma) in February-March 2023 among 888 adult  credit cardholders. The number of interviews completed for both is sufficient to allow for statistical significance testing among sub-groups at the 95% confidence level ±5%, unless otherwise noted. The purpose of the research was not disclosed, nor did respondents know the criteria for qualifying.


AMC Entertainment Holdings, Inc., the world’s largest movie theatre operator, has partnered with Deserve and Visa to launch the co-branded AMC Entertainment Visa credit card. Co-branding is a well-established strategy that provides a valuable financial service, deepens customer loyalty, and drives incremental brand revenue.  According to Auriemma Group’s most recent Cardbeat® study, more than 50% of branded credit cardholders shop more at the brand as a result of having the card, and nearly 40% of that population shops a lot more at the brand. This trend is more prominent among those aged 18–34 – 76% shop more at a brand with the card. Read more about the AMC Entertainment Visa credit card here.

Survey Methodology

The Auriemma Group study was conducted online in the US in Q1 2023 by an independent field service provider. A total of 888 web interviews were conducted among credit card users. The purpose of the research was not disclosed, nor did respondents know the criteria for qualifying.

Online Shopping Promotes Increased Debit and Credit Use, but Spend Remains Down Overall
March 10, 2021

COVID-19 has continued to have an impact on consumer spend and payment methods, albeit to a lesser extent than during the first lockdown. While spending has generally decreased overall, there are a small proportion of cardholders who have increased debit and credit usage in the past 30 days as online shopping became more prevalent. Cash usage continues to show the greatest reductions, though a bit less extreme than W2-20, likely due to channel changes and hygiene concerns.

Auriemma’s data reflects reporting in UK Finance’s latest Card Spending Update, which also shows that those spending less on cards are doing so because they are spending less in general, while those spending more have increased their online shopping.

Cardholders Are Willing to Delay Rewards Redemption for Increased Value
March 3, 2021

Issuers of T&E cards may need to refresh their value proposition to keep cardholders engaged with their card as the travel industry continues to be impacted by COVID-19. According to Auriemma’s latest research, credit cardholders are willing to wait longer to redeem their rewards if doing so would increase their point’s value. This is especially true of T&E cardholders who can redeem them for high values and may not have had the opportunity to do so in recent months.

Instalment Plan Interest Drops During Pandemic (UK)
October 2, 2020

Though there continues to be notable interest in monthly instalment plans, Auriemma’s research saw a 16 percentage point drop between W1-20 and W2-20, likely due to uncertainty around cardholder’s financial future.

With COVID-19 still threatening some cardholder’s future earning potential, many may be hesitant to commit to ongoing payments.

Cardholders Cite High Take Rates for Low or No APR Offers during the Pandemic
September 14, 2020

Though only about one-quarter of credit cardholders say they were offered 0% APR on new purchases (24%) and/or reduced APR on new purchases (22%) during the last 3 months of the COVID-19 pandemic, the observed take rates were high.

About half of those offered accepted, and many used their card more as a result—77% who accepted the 0% offer, and 66% who accepted the reduced APR offer, said they used the card more than typical after receiving the offer.

Cash Usage Drops Amid Hygiene Concerns
September 9, 2020

Cardholders Still Intend to Travel in 2020
September 4, 2020

Digital Servicing Options Going Strong During Pandemic
August 25, 2020

These Businesses May Struggle Upon Reopening—Consumers Aren’t Returning Anytime Soon
August 13, 2020

High-traffic, high-density businesses will likely struggle as business start to reopen following COVID-19 closures. Nearly half of cardholder don’t see themselves going to gyms, bars, or sporting events in the near future, and many of those who frequented various businesses prior to COVID-19 say they expect to go to those businesses less once they reopen.

Consumers Expect COVID-19 to Create a New Normal
August 11, 2020

According to Auriemma’s in-depth interviews with consumers, many anticipate a long road ahead before things return to normal, if ever.

Likelihood to Enroll in Installment Plans Increases for Some Due to COVID-19
August 7, 2020

Over one-quarter say COVID-19 has made them more likely to enroll in an installment plan and more cardholders are taking advantage of these options, particularly in-store (compared to Q4-19).

Spike in Contactless Payments Attributable to Physical Cards
August 4, 2020

Cardholders Respond Positively to Payment Accommodation Offers
July 30, 2020

Issuers have done a number of things over the course of 2020 to help cardholders through these uncertain times. About two-in-five cardholders say they were offered at least 1 of 5 tested payment accommodation in the past 6 months. And the take rate among those offered is high—most accepted the payment accommodation they were offered.

Brand Selections Flex Beyond Typical in Response to COVID-19 
July 16, 2020

According to Auriemma’s in-depth interviews with consumers, many have used different merchants, brands, and purchase channels than typical because of COVID-19.

COVID-19 Shortages Present Opportunities for New Brand and Merchant Loyalty 
July 14, 2020

COVID-19 has not only changed how consumers shop, but also where they shop. Nearly two-thirds (64%) of cardholders say they have become more willing to try new ways to shop. And 40% of recent online shoppers have tried shopping with new merchants since the COVID-19 outbreak.

Many cardholders said stores they regularly shop at were out of many items, that they needed to switch from their preferred brand to purchase an item they needed, and that they have visited stores they don’t normally shop at to find what they need.

Online Shopping Increases and Channel Preferences Shift Because of COVID-19
July 9, 2020

62% of cardholders are shopping online more than usual due to COVID-19, with some buying cleaning supplies, toiletries, and groceries for the first time via the channel as a result.

And although consumers have historically preferred in-store shopping for groceries (and most still do), a notable 31% say they prefer using digital channels (i.e., websites, mobile apps) to make grocery purchases.

UK Credit Card Issuers Are Waiving Missed Payment Fees for Most
June 10, 2020

64% of those charged a missed payment fee on their credit card had the fee waived. Few (8%) report missing credit card payments because of COVID-19, but these figures increase dramatically when looking at revolvers (16%) and sub-prime/near prime cardholders (23%).

Struggling Cardholders Struggle More Because of COVID-19
June 5, 2020

Sub-prime cardholders are more likely to report high levels of concern about their personal finances, and reasonably so. These individuals are disproportionately impacted by the COVID-19 pandemic—notably higher proportions are missing credit card, bill, or loan payments as a result.

Younger Cardholders Embrace Innovative Payments Due to COVID-19
June 1, 2020
May 29, 2020
Compared to their older counterparts, Gen Z and Millennials made more behavioral changes as a result of COVID-19. These younger credit cardholders are more likely to have:
  • Used less cash over the last 3 months
  • Used online options, contactless, and P2P instead of cash
  • Stocked up on food
  • Ordered more delivery than usual
  • Placed more online orders than usual
  • Ordered items online they would normally buy in-store
SOURCE: Auriemma Group / Cardbeat US / Q1-2020


Though users of Click to Pay tend to use the service more than once, PayPal continues to be the preferred pay button. PayPal has a slight edge over Click to Pay among Click to Pay users, but non-users express a strong preference for PayPal.

Much like contactless card usage, Mobile Pay adoption grew in 2020. According to Auriemma’s Wave 3 issue of Mobile Pay Tracker, 40% of those eligible to use mobile payments report doing so, level with the all-time peak reported in W2-20.

Who do you contact when you have an issue with a purchase? Although the vast majority would contact the merchant first if they made a credit card purchase and didn’t receive the correct goods or services, credit card issuers tend to resolve most of these disputes.

Auriemma’s most recent issue of Cardbeat UK revealed that 59% of cardholders are familiar with the term ‘payment holiday’ though almost half are unsure as to its potential impact on credit scores, highlighting the potential need for education to ensure cardholders understand the possible effects on their personal circumstances.


Artificial intelligence (AI) tools can be used to provide budgeting advice, but 68% of debit cardholders don’t like that AI can access their data. Creating a monetary value in sharing that data (like Andrew Yang proposes in his Data Dividend Project) could create greater interest in such tools. Currently, 34% of cardholders express interest in an AI tool that has access to their financial information and gave budgeting recommendations based on a cardholder’s income and expenses.

Products on the market currently offering this type of function, less the incentive, include:

(New York, NY and London, UK) COVID-19 has significantly impacted most aspects of consumer’s lives, including how they shop and make payments. People are concerned for their finances, their health, and are uncertain about the future. Auriemma Group conducted studies in the US and the UK to understand how payment activity and expectations are changing, and what issuers can do to meet this unprecedented moment in our history.

How Payment Activity Is Changing

Across both markets, about seven-in-ten consumers are anxious about the future. Many are specifically concerned about their personal finances, especially in the US (81% vs. 67% UK). This worry, paired with stay-at-home guidance and closures of non-essential businesses have altered the way many consumers make purchases, what they are purchasing, and their purchasing power.

COVID-19 has caused many to shift spend online. Nearly eight-in-ten consumers are visiting fewer businesses and, as a result, many are placing more online orders than usual (45% US vs. 38% UK). However, most have reduced their non-essential spend, particularly in the UK (72% vs. 65% US).

Spend categories and payment methods have seen immediate shifts because of COVID-19. As a category, consumers understandably noted rises in grocery spend, with many saying they stocked up on food or household items (60% US vs. 49% UK). In addition, many are making more purchases with contactless or mobile payment options (34% US vs. 45% UK). This is unsurprisingly greater in the UK, given their tenure with contactless payments.

Changes in spend are similar across geographies. Over four-in-ten say they are spending less than typical (42% US vs. 47% UK), while only slightly fewer say spend stayed the same (41% vs. 35%). The remaining one-fifth say they are spending more than typical, and the average increase in monthly spend among that group was similar across both countries ($524 vs. £463).

“While sudden shifts in behavior are to be expected, the bigger question is whether these changes will be long-lasting,” says Jaclyn Holmes, Director of Research at Auriemma Group. “Many consumers are trying new purchasing channels and methods out of necessity, and some who were previously averse to online shopping are finding the experience to be surprisingly enjoyable. Only time will tell if these options truly become ubiquitous as a result.”

How Expectations Are Changing

Financial institutions play a key role in quelling the anxiety consumers in both markets face. From a communications perspective, banks and issuers are performing strongly. About three-quarters in both geographies say they are satisfied with the COVID-related communications coming from their primary bank or credit card issuer.

In addition to strong communication, consumers expect payment leniency. Over seven-in-ten said they expect their financial institutions to be understanding of late payments at this time. With some consumers unable to meet their payment obligations, about one-in-ten say they have missed a credit card, bill, or loan payment because of COVID-19.

Most issuers are meeting consumer expectation and waiving missed payment and late fees, but a handful report that the fee was not waived. This is especially true of UK consumers—36% who were charged a fee did not have it waived (vs. 27% US).

“Waiving fees is one way to show consumers that you are in their corner,” says Holmes. “And while that may not be fiscally possible for all issuers, offering support in other ways—be it via online tools and information, offers, or exemplary customer service—could go a long way to showing cardholders that you have compassion for their situation.”

What Issuers Can Do

Since its outbreak, COVID-19 has brought about many questions that lack answers. From health to the economy, there is a lot of uncertainty in what lies ahead, and customers are looking to their card issuers for guidance and reassurance. Issuers aiming to present a customer-first approach may want to communicate the following:

  1. Actions taken to help ease payment burdens (e.g., waived fees, lower rates, extended grace periods)
  2. Recommended customer service channels or resources (e.g., new channels aimed to reduce wait times, self-servicing options, updated FAQ pages)
  3. Beneficial information to aid the shopping experience (e.g., how to reduce direct contact using contactless or mobile payment options, merchant partner deals to help them save, how to maximize rewards)
  4. Steps to take when requesting a refund or filing a dispute

“Given how quickly things are changing, finding relevant and up-to-date information can become challenging for consumers,” say Holmes. “By providing thoughtful and consistent communications, issuers can help reduce rather than contribute to the mounting concern consumers are expressing.”

Survey Methodology

Cardbeat US

This Auriemma Group study was conducted online within the US by an independent field service provider on behalf of Auriemma Group (Auriemma) in March/April 2020 among 807 adult credit cardholders. The number of interviews completed for both is sufficient to allow for statistical significance testing among sub-groups at the 95% confidence level ±5%, unless otherwise noted. The purpose of the research was not disclosed, nor did respondents know the criteria for qualifying. The average interview length was 25 minutes.

Cardbeat UK

This Auriemma Group study was conducted online within the UK by an independent field service provider on behalf of Auriemma in April 2020, among 809 adult credit cardholders. The number of interviews completed on a monthly basis is sufficient to allow for statistical significance testing between sub-groups at the 95% confidence level ± 5%, unless otherwise noted. The purpose of the research was not disclosed nor did the respondents know the criteria for qualification.

About Auriemma Group

For more than 30 years, Auriemma’s mission has been to empower clients with authoritative data and actionable insights. Our team comprises recognized experts in four primary areas: operational effectiveness, consumer research, co-brand partnerships, and corporate finance. Our business intelligence and advisory services give clients access to the data, expertise and tools they need to navigate an increasingly complex environment and maximize their performance. Auriemma serves the consumer financial services ecosystem from our offices in New York City and London. For more information, call Jaclyn Holmes at (+1) 646-454-4200.

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