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Co-Branded and Affinity Cards in the U.S., 6th Edition

Co-Branded and Affinity Cards in the U.S., 6th Edition, provides deep insight into a market contributing some $860 billion in purchase value to U.S. payments. The report emphasizes co-branded credit card program features and benefits analysis, partner and issuer co-brand card strategies and competitive trends, co-brand growth trends among issuers and networks, and related trend and opportunity spotting.


  • Executive Summary
    • Report scope
    • Report summary
      • Market size and forecast
      • Number of co-branded credit card programs
    • Trends and opportunities
      • Own-branded competition
      • Upping the rewards ante
      • Upping the expense ante
      • Making it work
      • Airlines in focus
    • Market segmentation analysis
      • The airline co-brand segment
      • The hotel co-brand segment
      • The retail co-brand segment: a tale of four card programs
    • Co-brand and affinity credit card issuers
      • Alliance Data Systems
      • Bank of America
      • Barclays
      • Capital One
      • Citibank
      • JPMorgan Chase
      • Synchrony Financial
      • U.S. Bank
    • Card association co-brand and affinity credit card strategies
      • American Express
      • MasterCard
      • Visa
    • Credit card usage trends
      • Rewards credit cards: usage trends over time
      • Airline and hotel co-branded credit cards: usage trends over time
    • Co-brand and affinity card users
      • Types of credit cards used
      • Demographic analysis
    • Co-brand credit card application influencers
    • Rewards importance & co-brand card switch factors
      • The power of rewards
      • Co-brand credit card used most: card switching motivators
  • Market Size and Forecast
    • Co-branded credit card market size
      • Co-branded credit card purchase value, by network
        • Table General-Purpose Credit Card Purchase Value, Co-Branded Credit Card Share, by Network, 2016
      • Co-branded credit card purchase value, by issuer
        • Table General-Purpose Credit Card Purchase Value, Co-Branded Credit Card Share, by Issuer, 2016
      • Co-branded credit card purchase value, by issuer and network
        • Table Top Co-Branded Credit Card Issuers: Co-Brand Credit Card Purchase Value, by Network, 2016
        • Table Top Co-Branded Credit Card Issuers: Co-Brand Credit Card Purchase Value Share, by Network, 2016
      • Number of co-branded credit card programs
      • Partnership industry segments
        • Table U.S. Consumer Co-Branded Credit Card Programs, by Segment: Companies, Brands and Programs, 2017
        • Table U.S. Consumer Co-Branded Credit Card Programs, by Segment and Network, 2017
        • Table U.S. Consumer Co-Branded Credit Card Programs, by Segment and Issuer, 2017
  • Trends & Opportunities
    • Own-branded competition
      • Is this the peak of the co-brand credit card market?
    • Upping the rewards ante
      • Higher rewards rates
      • Cash back gets serious
      • What is cash back without loyalty?
      • Soft benefits must shine through
    • Upping the expense ante
      • Rewards expenses continue to climb
      • Acquisition levers, too
      • Renewals more expensive
    • Making it work
      • Higher annual fees
      • Help wanted: well-qualified revolvers
    • Airlines in focus
      • Elite status gets more difficult; frequent flyer miles losing value
      • Entry-level cards to make up the difference?
      • Not just flight awards
  • Market Segmentation Analysis
    • The airline co-brand segment
      • Overview and key trends
      • Programs and partners
        • Table Consumer Airline Co-Branded Credit Card Programs, by Airline, Network, Reward and Issuer, 2017
        • Table Business Airline Co-Branded Credit Card Programs, by Airline, Network, Reward and Issuer, 2017
      • Wins and losses
        • Table Airline Co-Branded Credit Card Program Partnership Changes, 2014-2017
      • The business of airline loyalty programs
        • Table Top Four U.S. Airlines: Ancillary Revenue, Loyalty Program/Co-Branded Card Share, 2016
      • Sizing up the Big Three
        • Table American Airlines, Delta Air Lines and United Airlines: Revenue and Loyalty Metrics, 2016
      • Delta Air Lines
        • Table Delta Air Lines Co-Branded Credit Card Program Revenue, 2014-2020
        • Table Delta SkyMiles Loyalty Program: Key Revenue Metrics, 2014-2016
        • Table Delta SkyMiles Loyalty Program: Key Usage Metrics, 2014-2016
      • American Airlines
        • Table American Airlines AAdvantage Loyalty Program: Key Revenue Metrics, 2014-2016
        • Table American Airlines AAdvantage Loyalty Program: Key Usage Metrics, 2014-2016
      • United Airlines
        • Table United Airlines MileagePlus Loyalty Program: Key Revenue Metrics, 2014-2016
        • Table United Airlines MileagePlus Loyalty Program: Key Usage Metrics, 2014-2016
      • Southwest Airlines
        • Table Southwest Airlines Co-Branded Cards, Features and Benefits, by Card, 2017
      • Airline revenue and passenger analysis
        • Table Airlines with Co-Branded Credit Card Programs, by Passengers Flown and Card Issuer, 2016
        • Table Airlines with Co-Branded Credit Card Programs, by Revenue Passenger Miles and Card Issuer, 2016
        • Table U.S. Airline Operating Revenue: Total and Top 11 Passenger Airlines, 2016
        • Table U.S. Airline Revenue: Total and Top 11 Passenger Airlines, by Revenue Category, 2016
      • Frequent flyer membership over time
        • Table Frequent Airline Travel: Percentage Usage, Domestic and International, 2007-2017
      • Airline credit card users, by flying frequency
        • Table Airline Credit Card Users, by Domestic and Foreign Airline Travel Frequency, 2017
        • Table Airline Credit Card Users, by Domestic and Foreign Airline Travel Frequency Share, 2017
      • Frequent flyer program usage
        • Table Frequent Flyer Member Last Domestic Round Trip, by Airline Loyalty Program and Airline Flown, 2017
        • Table Frequent Flyer Members: Have Airline Credit Card, by Airline Loyalty Program, 2017
      • Airline credit card users, frequent flyer program membership and program redemption
        • Table Airline Credit Card, Frequent Flyer Program Members and Redeemers, and Frequent Flyers: Gender, Age and HH Income, 2017
        • Table Airline Credit Card, Frequent Flyer Program Members and Redeemers, and Frequent Flyers: Cross Usage, 2017
        • Table Frequent Flyer Airline Credit Card Use & Frequent Flyer Program Membership and Redemption, by Age and HH Income, 2017
    • The hotel co-brand segment
      • Co-branded hotel credit card programs
        • Table Hotel Co-Branded Credit Cards, by Company, Issuer and Network, 2017
      • Cardable opportunity
      • What can the Marriott/Starwood merger tell us?
      • Hotel credit card users
        • Table Hotel Credit Card Users, by Domestic Personal and Business Nights Stayed, 2017
      • Hotel credit card users, hotel loyalty program membership and redemption
        • Table Hotel Credit Card Users and Hotel Loyalty Program Members and Redeemers, 2017
        • Table Hotel Credit Card, Hotel Loyalty Program Membership and Redemption: Cross Usage, 2017
      • Hotel credit card users, hotel loyalty program membership and program redemption
        • Table Hotel Credit Card, Hotel Loyalty Program Membership and Redemption, by Gender, Age and HH Income, 2017
        • Table High-Frequency Domestic Hotel Users: Business vs. Personal Use, by Gender, Age and HH Income, 2017
    • The retail co-brand segment
      • Co-branded retailer credit cards
        • Table Consumer Co-Branded Retail Credit Card Programs, by Segment, 2017
        • Table Club, Department and Discount Store Co-Branded Credit Cards, by Company, Issuer, Network and Segment, 2017
        • Table E-Commerce Co-Branded Credit Cards, by Company, Issuer, Network and Segment, 2017
      • What the Costco card program can tell us
        • Table Costco AnyWhere Visa vs. American Express True Earnings, 2015 vs. 2017
      • What the Amazon card program can tell us
      • Amazon credit cards
        • Table Amazon Credit Cards: Purchase Value and Share of U.S. Net Sales, 2015-2010
        • Table Amazon Credit Card Purchase Value by Card Type, 2015-2010
        • Table Amazon Rewards Visa and Amazon Store Card Usage, 2015-2017
      • What can Macy's and Target teach us about loyalty and app engagement?
        • Table Retailer-Specific Mobile App Usage: Smartphone Users, by Demographic, 2017
        • Table Usage and Interest in Retailer-Specific Mobile Apps, by Feature, 2017
      • Macy's
        • Table Macy's Credit Card: Rewards Tiers and Benefits, 2017
      • Target
  • Co-Brand and Affinity Credit Card Issuers
    • Bank of America
      • Own-brand strategy: refining the brand proposition
        • Table Bank of America, Consumer Own-Branded Credit Cards, by Network and Rewards Type, 2017
      • Co-brand and affinity card programs
      • Co-brand cards
        • Table Bank of America Consumer Co-Branded Credit Cards, by Network, Rewards Type and Affiliation, 2017
      • Still some affinity programs left
        • Table Bank of America, Major Affinity Credit Cards, 2017
    • Barclays
      • Co-brand credit card growth and trends
      • A travel and entertainment skew
        • Table Barclays Co-Branded Credit Cards: Consumer, Business, Rewards Type and Affiliation, 2017
      • JetBlue
      • Performance analysis
        • Table Barclays U.S. Credit Card Purchase Value and Loans Outstanding, 2014-2016
    • Capital One
      • Co-brand moves
        • Table Capital One Financial: Co-Brand Credit Card Program Partners, by Affiliation, 2017
      • Cabela's: The last independent crown jewel
        • Table Capital One Financial: Co-Brand Credit Card Program Purchase Value and Loans Outstanding, 2015-2016
    • Citibank
      • Competitive strategy
      • Own-brand moves
        • Table Citi Consumer Own-Branded Credit Cards, by Network and Rewards Type, 2017
      • Co-brand moves
        • Table Citi Co-Branded Credit Cards, by Network, Rewards Type and Affiliation, 2017
      • American Airlines
      • Costco
        • Table Costco Credit Card Metrics, 2015-2017
    • JPMorgan Chase
      • Value proposition
      • Own-branded card moves
        • Table JPMorgan Chase, Consumer Own-Branded Credit Cards, by Network and Rewards Type, 2017
      • Co-branded card moves
        • Table JPMorgan Chase Co-Branded and Affinity Credit Cards, by Network, Rewards Type and Affiliation, 2017
      • Key co-brand accounts
    • Synchrony Financial
      • Growth strategies
      • Retail Card segment
        • Table Synchrony Financial Retail Card Partners, by Segment & Start, Renewal and Contract Expiration Date, 2017
      • Co-brand credit card performance analysis
        • Table Synchrony Financial: Retail Card Co-Branded and Private Label Credit Card Purchase Value and Loan Receivables, 2015-2016
      • Key co-brand credit card programs
    • U.S. Bank
      • Own-branded credit card trends
        • Table U.S. Bank Consumer Own-Branded Credit Cards, by Network and Rewards Type, 2017
      • Co-branded strength and stability
        • Table U.S. Bank Consumer Co-Branded Credit Cards, by Network, Rewards Type and Affiliation, 2017
    • Other players
      • Alliance Data Systems
        • Table Alliance Data Systems Co-Brand Credit Card Purchase Value and Loans Receivable, 2015-2016
      • Commerce Bank
      • First National Bank of Omaha
        • Table First National Bank of Omaha Consumer Co-Branded Credit Cards, by Partner, Network and Affiliation, 2017
      • TD Bank
        • Table Nordstrom Private Label and Co-Brand Credit Cards, Loans Outstanding and Payment Value, 2012-2016
        • Table Target Private Label and Co-Brand Credit Cards, Loans Outstanding and Payment Value, 2016
      • Wells Fargo
  • Card Association Co-Brand and Affinity Credit Card Strategies
    • American Express
      • Value proposition
      • Challenges and strategies
      • Hard benefits and soft benefits
      • Card portfolio
      • Own-branded credit cards
        • Table American Express Own-Branded Credit Cards: Consumer, Business and Rewards Type, 2017
      • Co-branded credit cards
        • Table American Express Co-Branded Credit Cards: Rewards Type and Affiliation, 2017
      • Co-brand purchase value analysis
        • Table American Express Co-Branded Credit Card Purchase Value, by Card Partner, 2015-2016
      • Tale of the tape
      • Account departures
        • Table American Express Costco Credit Card Metrics, 2015-2016
      • Core accounts
        • Table American Express Delta SkyMiles Credit Card Metrics, 2014-2016
      • Global Network Services: co-brand connection
    • MasterCard
      • Co-branded credit card purchase value and programs
        • Table Co-Branded Credit Cards: Purchase Value and Programs, by Network, 2016/2017
    • Visa
      • Co-branded credit card purchase value and programs
        • Table Co-Branded Credit Cards: Purchase Value and Programs, by Network, 2016/2017
  • Credit Card Usage Trends
    • General-purpose credit card usage trends over time
      • Table General-Purpose Credit Card Usage, by Network, 2008-2017
      • General-purpose credit card usage in past 30 days
        • Table General-Purpose Credit Card Usage in Past 30 Days, by Network, 2008-2017
      • General-purpose credit card engagement rates over time
        • Table General-Purpose Credit Card Engagement Rate, by Network, 2008-2017
      • Demographic analysis: 2008 vs. 2017
        • Table Active General-Purpose Credit Card Usage Share, by Age and Card Network, 2008 vs. 2017
        • Table Active General-Purpose Credit Card Usage Share, by HH Income and Card Network, 2008 vs.2017
    • Rewards credit cards: usage trends over time
      • Table General-Purpose Credit Card Usage: Rewards vs. No Rewards, 2010-2017
      • Table General-Purpose Rewards Credit Card Usage, by Card Network, 2010-2017
    • Airline and hotel co-branded credit cards: usage trends over time
      • Table Airline Co-Branded Credit Card Usage, by Card Network, 2010-2017
      • Table Hotel Co-Branded Credit Card Usage, by Card Network, 2010-2017
      • Demographic analysis: 2010 vs. 2017
        • Table Credit Card Usage Share: Any Card, Airline Card and Hotel Card, by HH Income, 2010 vs. 2017
        • Table Airline Co-Branded Credit Card Usage, by HH Income, 2010-2017
        • Table Hotel Co-Branded Credit Card Usage, by HH Income, 2010-2017
  • Co-Brand and Affinity Card Users
    • Types of credit cards used
      • Table General-Purpose Credit Cards Users: Own-Branded vs. Co-Brand/Affinity, 2017
      • Table Co-Brand/Affinity Credit Cards Users, by Category, 2017
      • Table Co-Brand/Affinity Credit Cards Used, Used in Past 30 Days and Used Most, by Type of Partner/Affiliation, 2017
      • Table Co-Brand/Affinity Credit Card Engagement Rate, by Card Category and Type of Partner/Affiliation, 2017
    • Demographic analysis
      • Co-branded/affinity credit card users, by card category
        • Table Co-Brand/Affinity Credit Cards Users, by Card Category and Demographic, 2017
      • Co-branded/affinity credit card users, by monthly credit card spend & loans outstanding
        • Table Co-Brand/Affinity Credit Cards Users, by Card Category, Monthly Credit Card Spending and Credit Card Loans Outstanding, 2017
      • Co-branded/affinity credit card users, by co-brand/affinity credit card partner/affiliation
        • Table Cardholder Gender, by Co-Brand Credit Card Partner/Affiliation, 2017
        • Table Cardholder HH Income, by Co-Brand Credit Card Partner/Affiliation, 2017
        • Table Cardholder Monthly Credit Card Spending, by Co-Brand Credit Card Partner/Affiliation, 2017
        • Table Cardholder Credit Card Loans Outstanding, by Co-Brand Credit Card Partner/Affiliation, 2017
        • Table Cardholder Self-Reported Credit Score, by Co-Brand Credit Card Partner/Affiliation, 2017
  • Co-Brand Credit Card Application Influencers
    • Overview
    • Co-branded credit card application influencers
      • Table Co-Brand Credit Card Application Influencers, 2017
    • General-purpose credit card users: co-brand users vs. non-users
      • Application influencers: perks, discounts and rewards
        • Table Co-Branded Credit Card Application Influencers: Perks, Discounts and Rewards, Co-Branded Credit Card Holders vs. Non-Holders, 2017
      • Application influencers: fees, interest and financing
        • Table Co-Branded Credit Card Application Influencers: Fees, Interest and Financing, Co-Branded Credit Card Holders vs. Non-Holders, 2017
      • Application influencers: other card benefits
        • Table Co-Branded Credit Card Application Influencers: Other Card Benefits, Co-Branded Credit Card Holders vs. Non-Holders, 2017
    • Co-branded credit card users: demographic analysis
      • Gender
        • Table Co-Branded Credit Card Users: Co-Branded Credit Card Application Influencers, by Gender, 2017
      • HH income
        • Table Co-Branded Credit Card Users: Co-Branded Credit Card Application Influencers, by HH Income, 2017
      • Credit score
        • Table Co-Branded Credit Card Users: Co-Branded Credit Card Application Influencers, by Credit Score, 2017
  • Rewards Importance & Co-Brand Card Switch Factors
    • The power of rewards
      • Table Rewards-Related Factors Important to Rewards Credit Card Users, 2017
      • Table Rewards-Related Factors Very Important to Rewards Credit Card Users, by Demographic, 2017
    • Co-branded credit card used most: card switching motivators
      • Table Factors Influencing Switch from Co-Brand Credit Card Used Most, 2017
  • Appendix
    • Methodology
      • Consumer survey methodology
      • Market size and forecast methodology
    • Table indexes
    • Terms and definitions

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