USAA Credit Card Topline Six-Market Audience February 9, 2017

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1 USAA Credit Card Topline Six-Market Audience February 9, 2017 METHODOLOGY USAA commissioned an online market focused survey among a random sample of 1,200 adults who own at least one major credit card and reside in or near the following six key markets (n=200 per market): N.M.; Ala.; Idaho, Ind.; La., and Ariz Research Now Group, Inc., a global leader in online panels and digital data, fielded the survey. SUMMARY Credit card ownership Credit cards are the primary means of purchasing items in five of these six markets, but the degree to which they are used varies. Albuquerque and Tucson credit card owners use their credit cards as their primary means of purchase most often, while Birmingham and Boise see comparatively fewer people using their credit card the most. In debit cards are the primary means of purchase (49 percent), with credit cards coming in at 41 percent. In each market, majorities have balances of less than $5,000. Financial habits Across markets, 23 to 34 percent of cardholders do not know their APR. Among those who do know their APR, a majority of cardholders in each market, ranging from 56 percent in Indianapolis to 69 percent in have an APR at 15 percent or lower. The highest APRs are in Indianapolis. Forty-two percent of cardholders in Albuquerque have an annual fee, while just 23 percent in Shreveport have one. Majorities in five of the six markets pay off their card every month, but only 49 percent do so in the market with the highest balances. Majorities in each market hold multiple bank accounts. Five percent in Boise and 8 percent in 11 percent in Albuquerque and Indianapolis pay a monthly banking fee; Shreveport is an outlier, with 17 percent paying a monthly banking fee. Rewards participation Use of a credit card that offers rewards is common across markets, ranging from 82 percent (Shreveport) to 91 percent (Albuquerque). Most of these rewards programs provide cash back. In Albuquerque and airline rewards are the second most common program, while points toward retail purchases are more common in the other markets. Most cardholders have used their reward as a credit to their account or next bill, except in Albuquerque where 52 percent used the reward for travel. A handful of cardholders haven t used their rewards. Choosing a card with no rewards Asked why they did not choose a card that offers rewards, cardholders answers were similar across markets. Some did not have good credit and couldn t get approved for a card with a rewards program. For many, they preferred a low interest rate or no annual fee to a rewards program. Some have had the same card for a long time and didn t or haven t since shopped around for a card with a rewards program. Others got their card through their bank and took whatever it offered. Desired rewards 1

2 Approximately a quarter to a third of cardholders in these markets wish a particular reward. These include a preference for higher cash back rewards, rewards that are quicker to accrue or easier to collect, more gift cards, investment programs and travel rewards. Debit cards Among those with a debit card, markets vary in the number whose debit card comes with a reward program. Comparatively few have rewards debit cards in Albuquerque (10 percent) and Tucson (9 percent), while these programs are more common in Birmingham (23 percent), Indianapolis (22 percent) and Shreveport (18 percent). Most of the debit card rewards come in the form of cash back, with gift cards and points toward retail purchases second- and third-most common. Shreveport is once again the exception, with 52 percent of rewards programs coming in the form of points toward retail purchases. 2

3 SCREENER S1. How old are you? Less than 18 0% 0% 0% 0% 0% 0% 18 to 24 1% 3% 5% 2% 5% 1% 25 to 34 13% 12% 13% 17% 13% 7% 35 to 44 14% 18% 15% 19% 22% 11% 45 to 54 13% 24% 16% 12% 15% 12% 55 to 64 23% 21% 26% 21% 21% 20% 64 or older 38% 23% 26% 30% 25% 50% I d prefer not to say 0% 0% 0% 0% 0% 0% S2. How many major credit cards do you own? (This does not include your debit card or store cards.) One 13% 22% 20% 20% 23% 16% Two 28% 39% 25% 32% 31% 25% Three 26% 17% 25% 19% 18% 22% Four or more 35% 24% 30% 30% 29% 38% I do not own a major credit card 0% 0% 0% 0% 0% 0% S3. Which of the following markets do you live in or near? (Please select one response.) FOR OVERSAMPLE SURVEY ONLY. 100% 0% 0% 0% 0% 0% 0% 100% 0% 0% 0% 0% 0% 0% 100% 0% 0% 0% 0% 0% 0% 100% 0% 0% 0% 0% 0% 0% 100% 0% 0% 0% 0% 0% 0% 100% I do not live in or near any of these markets 0% 0% 0% 0% 0% 0% 3

4 S5. Are you? Male 50% 50% 50% 50% 50% 50% Female 50% 50% 50% 50% 50% 50% Main Questionnaire Q1. Which of the following do you have? (Please select all that apply.) Major credit card 100% 100% 100% 100% 100% 100% Debit card 77% 81% 87% 74% 79% 81% Store credit card 48% 56% 54% 59% 53% 45% None of the above 0% 0% 0% 0% 0% 0% Q2. Which of the following do you use most often to make purchases? (Please select one answer.) Credit card 62% 52% 54% 59% 41% 67% Debit card 30% 41% 39% 30% 49% 27% Cash 5% 5% 4% 10% 7% 4% Check 2% 1% 2% 2% 1% 2% Other 0% 0% 0% 0% 0% 0% I use all my payment options equally 3% 3% 3% 1% 2% 1% Q3. How much do you currently owe in major credit card debt? Less than $5,000 71% 67% 69% 75% 61% 76% $5,000 to less than $10,000 11% 18% 14% 13% 19% 10% $10,000 to less than $15,000 9% 6% 5% 5% 10% 5% $15,000 to less than $20,000 5% 3% 4% 4% 3% 4% $20,000 or more 5% 4% 6% 4% 6% 7% I don t know 1% 4% 3% 0% 3% 1% 4

5 Q4. Do you currently use a rewards major credit card? Yes 91% 88% 90% 86% 82% 90% No 8% 11% 8% 13% 15% 10% I don t know 2% 2% 3% 2% 4% 1% [IF OWNS CREDIT CARD WITH REWARDS Q4 (Q4=1), THEN ASK:] Q5. What types of rewards does your major credit card offer? (Please select all that apply.) Cashback/credit toward bank account or next credit card bill 57% 60% 68% 69% 66% 63% Airline 46% 27% 38% 26% 29% 49% Points toward retail purchases/merchandise 31% 40% 41% 44% 37% 34% Gift cards 20% 26% 17% 26% 29% 17% Hotel 20% 22% 16% 21% 19% 20% Charity donations 5% 6% 6% 8% 5% 4% Digital downloads (i.e., games, ebooks, music, etc.) 3% 1% 4% 4% 4% 3% Live auctions (auction points to win items) 3% 1% 2% 2% 2% 2% Other loyalty programs 1% 2% 0% 4% 4% 3% EXAMPLES OF OTHER LOYTY PROGRAM RESPONSES: BUQUERQUE: DIANAPOLIS: Store credit at end of year 5 cents per gallon on gas Dillard's card Rewards to purchase travel, entertainment BIRMGHAM: Disney rewards Points Amazon Upromise Amazon SHREVEPORT: Money off my mortgage principle Upromise Wyndham BOISE: Retirement (None) Cruise Total rewards TUCSON: Amazon 5

6 [IF OWNS CREDIT CARD WITH REWARDS Q4 (Q4=1), THEN ASK:] Q6. In the past, how have you spent your rewards? (Please select all that apply.) MULTIPLE RESPONSE. RANDOMIZE. I used the rewards to travel (hotel/airline, etc.) 52% 36% 38% 36% 31% 48% I received credit/money back to my account (bank account or applied to next 43% 53% 56% 55% 62% 54% bill) I bought merchandise from a retailer/store 23% 22% 26% 25% 21% 21% I used my points to get a gift for a friend/family member 11% 16% 11% 14% 15% 10% I used the reward for dining and entertainment (i.e., going to a restaurant, 10% 14% 6% 11% 11% 9% sporting event, concert, etc.) I donated my rewards to charity 3% 1% 3% 1% 4% 2% I used the digital downloads (i.e., games, ebooks, music, 2% 1% 2% 1% 4% 1% etc.) Other 4% 8% 5% 6% 4% 6% EXAMPLES OF OTHER RESPONSES: BUQUERQUE: DIANAPOLIS: Bought groceries Items from Amazon Don't have enough points for a reward Have not used 529 plan for children Bought gift cards Gift card On a flight Cash back BIRMGHAM: Pay maintenance fees SHREVEPORT: Motel Discounted gift cards Never used Haven't used points at this time I received a check Forgot them Gift card Ship on-board credit BOISE: Haven't received enough points Costco rewards used at Costco Saving them Have not used yet TUCSON: Bought tickets for relatives A mailed check 6

7 [IF DOES NOT OWN REWARDS CREDIT CARD (Q4=2), THEN ASK:] Q7. What motivated you to choose a major credit card that doesn t offer a rewards program? OPEN ENDED. EXAMPLES OF VERBATIM RESPONSES: BUQUERQUE: I got the credit card before rewards programs became popular Low interest Don't need rewards Was offered through my bank It was easy to apply BIRMGHAM: Low interest rates Rebuilding credit Was offered by my bank It was the only one that I could get approved for I don't know; just did not think of rewards program when I first got the credit card BOISE: It was the only one I qualified for Low APR of 3.2; no annual fees; member of credit union It was what was recommended to me by family Having a rewards program would make using the card on stuff I can't afford very tempting I don't use it enough DIANAPOLIS: Trust the credit card company; it has a good reputation and excellent customer service Default option at credit union with no charge It was the only credit card that would accept me Have had it for several years, and when it was issued they didn't offer rewards No annual fee, low fixed APR SHREVEPORT: I got it to build my credit Just picked credit card with low interest Most are not worth the hassle; very little return Because they paid me to start an account Basic; no frills suit me TUCSON: Quick approval We have no interest in any sort of games; the cost of these programs are passed on to us in higher costs, so they are not rewards, just complicated marketing games I got it through my bank Linked with my checking account I have had it for a long time and haven't changed 7

8 [ASK OF EVERYONE:] Q8. Are there any rewards that you wish your major credit card(s) offered? Yes 30% 31% 25% 29% 32% 28% No 50% 47% 50% 42% 44% 53% I don t know 21% 22% 26% 30% 25% 19% [IF DESIRE NEW REWARDS (Q8=1), THEN ASK:] Q9. What rewards do you wish you received from your major credit card(s)? OPEN ENDED. EXAMPLES OF VERBATIM RESPONSES: BUQUERQUE: Higher cash back rewards Travel incentives Cash back on all cards Amazon gift cards Each of my cards has different rewards; if one of my cards had more choices, I would use it the most BIRMGHAM: Airline miles for any airline, not just a specific one More points for cash on gas and groceries Better value for points when used at retailers or for gift cards Travel and hotel I would like early access to new technology; phones/tvs that are available to me before they are released to the public BOISE: Points toward a specific goal or item Tickets to major festivals A store like Verizon so that you can bid on items or buy items with your rewards points Cash rebate, flyer miles Shopping portal to earn additional miles Higher amounts; I see ads for others with higher rewards DIANAPOLIS: Major retailers and things like Amazon More points/credit for every dollar spent Rewards after purchasing fuel, travel and groceries I wish I could use my reward points at any store of my choosing Less complex answers to qualifying points and methods of redeeming them SHREVEPORT: 0% interest, cash back Earn points to redeem for gift cards Skip a payment Gift card to my local stores or to the store I want to shop at TUCSON: Gift cards to restaurants or stores would be really cool, more cash back on my bill Airline miles from my USAA Credit Card Amazon gift cards Percent of amount spent that can be put toward gas purchases More choice on how used 8

9 [IF OWN A DEBIT CARD (Q1=3), THEN ASK:] Q10. Do you receive rewards for using your debit card? Yes 10% 23% 11% 22% 18% 9% No 86% 73% 86% 72% 78% 86% I don t know 4% 4% 3% 5% 3% 6% [IF YES TO Q10 (Q10=1), THEN ASK:] Q11. What types of rewards does your debit card offer? (Please select all that apply.) MULTIPLE RESPONSE. Cashback/credit toward bank account or next credit card bill 47% 50% 65% 58% 41% 71% Gift cards 27% 32% 25% 9% 34% 14% Points toward retail purchases/merchandise 20% 45% 25% 27% 52% 21% Charity donations 20% 3% 0% 6% 7% 14% Digital downloads (i.e., games, ebooks, music, etc.) 7% 8% 10% 3% 7% 14% Hotel 7% 8% 5% 12% 10% 29% Airline 7% 5% 0% 9% 10% 29% Live auctions (auction points to win items) 7% 3% 0% 0% 0% 7% Other loyalty programs 13% 8% 10% 3% 10% 0% EXAMPLES OF OTHER LOYTY PROGRAM RESPONSES: BUQUERQUE: (None) BIRMGHAM: Discounts Various "gifts" (including cash) BOISE: Round to nearest dollar put in savings account Interest on checking account DIANAPOLIS: Retail discounts, card member perks at amusement park SHREVEPORT: Points toward merchandise Interest on accounts TUCSON: (None) 9

10 [ASK OF EVERYONE:] Q12. What is the current annual percentage rate (APR) for your major credit card that you most often use? 0 percent 8% 3% 6% 6% 5% 5% 5-10 percent 18% 22% 20% 18% 27% 12% percent 21% 23% 24% 16% 23% 28% percent 18% 13% 17% 23% 17% 16% percent 8% 8% 6% 9% 5% 6% More than 25 percent 1% 1% 2% 0% 2% 0% I don t know 27% 31% 27% 30% 23% 34% Q13. Does your major credit card have an annual fee? (If you have multiple major credit cards, do any of your cards have an annual fee?) Yes 42% 29% 33% 26% 23% 36% No 54% 69% 66% 73% 76% 63% I don t know 5% 3% 2% 2% 2% 2% Q14. Do you typically pay off your major credit card in full every month? Yes 74% 59% 71% 69% 49% 75% No 27% 42% 30% 31% 51% 25% Q15. How many bank accounts do you currently have (i.e., checking and/or savings account)? One 14% 27% 19% 24% 29% 24% Two 48% 43% 34% 51% 37% 42% Three 22% 19% 24% 15% 16% 16% Four or more 17% 12% 22% 11% 16% 17% I don t know 0% 0% 2% 1% 4% 1% 10

11 Q16. Are you charged a monthly fee for your banking? Yes 11% 8% 5% 11% 17% 5% No 89% 90% 94% 89% 80% 93% I don t know 1% 3% 2% 1% 3% 3% Section 3: Demographic Questions D1. Which one of the following best describes your marital status? Single, never married 12% 18% 11% 15% 13% 13% Married or domestic partnership 74% 64% 75% 71% 74% 71% Widowed 4% 7% 4% 2% 4% 5% Separated 1% 2% 0% 1% 2% 1% Divorced 10% 10% 11% 12% 8% 11% I d prefer not to say 1% 0% 0% 0% 1% 1% D2. Are there currently children in your household under the age of 18? Yes 19% 30% 30% 26% 33% 14% No 81% 70% 70% 74% 66% 85% I d prefer not to say 0% 1% 1% 1% 1% 1% 11