Consumers, Credit Cards and Direct Mail Promotion
According to a new survey from Vertis, conducted by Marshall Marketing and Communication as reported in DirectNewsline, a significant majority of consumers still use direct mail as their primary way of finding out about new credit card programs.
Forty-two percent of the Generation Y respondents said they read financial and credit card direct mail, compared with only 21% of seniors.
A considerable number of Generation X and young Baby Boomers (61% and 56% respectively) indicated financing their children's education was a concern, while Generation Y adults were much more likely to plan a vehicle or boat purchase.
When choosing a credit card, 22% were attracted to moneyback incentives, while 19% liked to earn points for merchandise, airline tickets and hotel stays. Other incentives, such as a sign-up bonus or higher membership level, appealed to less than 10% of those surveyed.
Although many Americans hold multiple credit cards, 36% said they didn't have a credit card. Of those with cards:
For more information: Direct_Newsline@newsletters.primediabusiness.com
JACK LOECHNER
Center for Media Research
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