• by Jack Loechner , Staff Writer, May 19, 2015

According to the Cardlytics 2015 Card-Linked Marketing Consumer Sentiment Study with the Harris Poll, more than 8 in 10 US adults who use mobile or online banking applications see some benefits to using card-linked marketing, delivering relevant ads to consumers (e.g. special offers such as coupons or discounts via email or text,) using purchase data.

64% of Americans believe Card-Linked Marketing would be helpful to them, with more than half believing it would help them stretch their money a bit further. Four in ten say it would give them new choices on where to shop, would let them shop their favorite brands/retailers even more, and give them the opportunity to make purchases they’ve been saving for.

While it should be noted that Cardlytics has an interest in that figure being high (they pioneered the global Card-Linked Marketing industry), respondents’ ranking of the benefits is interesting, says the report, as they were as likely to say that it would give them new choices on where to shop (42%) as they were to say that it would let them shop their favorite brands more (40%).

And, 18-34-year-old digital banking users were significantly more likely than average to see the opportunity to make purchases they’ve been saving up for (48% vs. 39%)

When it comes to whether or not Americans would use Card-Linked Marketing during holidays or special events, 83% of Americans who use online or mobile baking reveal that they would be likely to use it, with more than half saying it would be most helpful during Christmas/Hanukkah or birthdays (55%), says the report. Other top choices include:

• Vacation – 49%
• Mother’s Day – 33%
• Anniversaries – 30%
• Family Outing or Valentine’s Day – 27% each
• Date Night – 25%

 Among those who use Card-Linked Marketing to help with a holiday or special occasion, women admitted to being more likely to use it (86%) than men (79%).

 Of those who use mobile or online banking applications, 76% say they would use a Card-Linked Marketing offer they received for Mother’s Day.  41% would use it to buy something special for mom, and 25% would use the special offer to buy mom something extra, in addition to her Mother’s Day gift…

• 29% would use the offer to purchase something for someone else, like a mother-in-law or their wife, while 24% would use the special offer to get something for themselves.
• Also of note, 18-34-year-old digital banking users were significantly more likely than average to see the opportunity to make purchases they’ve been saving up for (48% vs. 39%)

Kasey Byrne, Senior Marketing Advisor for Cardlytics, says “Very rarely do you get a majority of Americans saying they want any kind of marketing, but in the case of card-linked marketing, it is clearly a win-win-win:”

• “Consumers see Card-Linked Marketing as a valuable service from their bank that helps them save on the things they buy every day”  
• “Retailers, restaurants and brands see Card-Linked Marketing as a new, highly effective digital media channel”  
• “Banks use Card-Linked Marketing to deliver improved customer engagement, loyalty, bank card usage and spending”

N.B. This online survey is not based on a probability sample and therefore no estimate of theoretical sampling error can be calculated. For complete survey methodology including weighting variables, says the report, please contact press@cardlytics.com

 For additional information from Cardlytics, please visit here: http://cardlytics.com/cardlytics/press/cardlytics-study-majority-of-americans-want-card-linked-marketing/