1. Co-Branded and Affinity Credit Cards
in the U.S., 4th Edition
Packaged Facts Presents
A Short Preview

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4. Co-Branded and Affinity Credit Cards in the
U.S., 4th Edition
Packaged Facts consumer survey results show that the percentage of consumers using co-
branded/affinity credit cards has fallen from 55% to 43% from 2009 to 2013. But while hundreds of
smaller and less profitable co-brand programs have been eliminated, more than 120 significant co-
brand credit card partnerships remain. In the U.S., they now compete against formidable own-branded
credit card platforms catering to a wider audience, as well as a resurgent private label card segment.
Targeting the affluent is now the name of the game, but the supply of U.S. affluent households is not
limitless, and opportunities exist to target an increasingly healthy middle class, experimenting further
with rewards incentives and soft card benefits.
To help industry participants navigate the evolving market for co-branded/affinity cards, Co-Branded
and Affinity Credit Cards in the U.S. analyzes co-branded/affinity credit card program features and
benefits and retail card strategies and growth trends among bank and non-bank issuers.

5. Q1 Credit Card Delinquency Rates: 30+, 30, 60, 90 & 120+ days late,
and Severely Derogatory: 2007-2013
Note: all figures represent percentages
Note: Figures are for the first quarter of each year
Source: Packaged Facts, compiled from Quarterly Report on Household Debt & Credit,
Federal Reserve Bank of New York, May 2013; See Appendix for methodology.
1.8 2.1 2.3 2 1.8 1.5 1.4
0.6
0.9
1.3
1 0.9
0.7 0.6
0.4
0.7
0.9
0.7
0.6
0.5 0.4
0.8
1.6
2.9 4.3
3.3
3.2
2.9
1.4
2.1
3.3
3.7
3.8
3.3
2.7
0
1
2
3
4
5
6
7
8
9
10
11
12
2007 2008 2009 2010 2011 2012 2013
3.0 days late 60 days late 90 days late 120+ days late Severely Derogatory

6. Co-Branded and Affinity Credit Cards in the
U.S. TOC Highlights
o Card association co-branded strategies
o Co-branded and affinity credit card issuer strategies
o Co-branded and affinity credit card consumer usage trends
o General purpose credit card market size
o Targeted incentives to boost use
o Visa has highest share of partnerships
o Using the recession to create a healthier portfolio
View Report

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