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Prepaid and Gift Cards in the U.S., 6th Edition

Prepaid and Gift Cards in the U.S., 6th Edition covers trends shaping the prepaid card market. This Packaged Facts report provides industry participants with a wealth of insights to help them navigate this quickly changing and growing market. For the purposes of this report, prepaid cards consist of closed-loop and open-loop (general-purpose) prepaid cards, including consumer general-purpose reloadable, government-administered, payroll, healthcare, rewards and incentives, and gift cards


  • Executive Summary
    • Report Scope
    • Report Summary
      • Market Size and Forecast
      • Prepaid Card Usage Trends
      • Reloadable Prepaid Card Feature and Usage Rationales
      • Top Reloadable Prepaid Card Types and Brands
      • Prepaid Card Cost, Usage Method & Spend Analysis
      • Gift Card Purchasing, Giving, and Receiving
      • Gift Card Purchasing Behavior
    • Prepaid and Gift Card Marketer & Issuer Strategies
      • Blackhawk Network, Inc.
      • BofI Holding, Inc.
      • The Bancorp Bank
      • Green Dot Corporation
      • First Data Corporation
      • FLEETCOR Technologies, Inc.
      • InComm Holdings, Inc.
      • MetaBank
      • Netspend
  • Market Size and Forecast
    • U.S. Prepaid Card Market Size
      • Purchase Value at $304 Billion in 2017 and Forecast at $390 Billion for 2021
        • Table U.S. Prepaid Card Market Size, 2013-2017
        • Table U.S. Prepaid Card Market Forecast, 2017-2021
      • "Open-Loop" Prepaid Cards
        • Table U.S. Open-Loop Prepaid Card Market Size: By Type, 2013-2017
      • "Closed-Loop" Prepaid Cards
        • Table U.S. Closed-Loop Prepaid Card Market Size: By Type, 2013-2017
    • Notes on Growth
      • General-Purpose Reloadable Prepaid Cards
      • Gift Cards
      • Government Prepaid Cards
      • Healthcare
    • Government-Administered Prepaid Cards
      • Government Prepaid Card Purchase Value
        • Table Government Prepaid Card Purchase Value: Federal vs. State/Local, 2013-2017
      • Government General-Purpose Prepaid Card Market Size
        • Table Government General-Purpose Prepaid Card Purchase Value and Load Value: Federal vs. State/Local, 2013-2017
      • Government Prepaid Card Load Value Trends by Program
        • Table Government Prepaid Card Load Value: Federal vs. State/Local by Program, 2013-2017
      • Major Government Card Issuers
        • Table Federal Government Prepaid Card Purchase Value and Load Value, 2013-2017
        • Table Conduent Incorporated Prepaid Card Load Value by Program, 2017 (value in billions and percent share)
    • Gift Card Market Size
      • Table Gift Card Purchase Value: By Retail Segment and General-Purpose Network Brand, 2014-2018
      • Table Gift Card Purchase Value Share: By Retail Segment and General-Purpose Network Brand, 2014-2018
      • Table Per-Purchaser Gift Card Spending: By Retail Segment and General-Purpose Network Brand, 2014-2018
      • Market Size by Demographic
        • Table Gift Card Purchasers and Purchase Share: By HH Income, 2018
        • Table Gift Card Purchase Value Share: By Retail Segment, General-Purpose Network Brand, and Purchaser HH Income, 2018
        • Table Per-Purchaser Gift Card Spending: By Retail Segment/General-Purpose Network Brand, and by Purchaser HH Income, 2018
        • Table Gift Card Purchasers and Purchase Share: By Age Bracket, 2018
        • Table Gift Card Purchase Value and Value Share: By Retail Segment, General-Purpose Network Brand, and Purchaser Age Bracket, 2018
        • Table Gift Card Per-User Purchase Value: By Retail Segment/General-Purpose Network Brand and Purchaser Age, 2018
  • Prepaid Card Usage Trends
    • Prepaid Card Ownership
      • By Card Type and Over Time
        • Table Prepaid Card Ownership by Card Type, 2015-2017 (percent of adults)
      • Number of Prepaid Cards by Card Type, Over Time
        • Table Number of Prepaid Cards by Card Type, 2016 vs. 2017
      • General-Purpose Prepaid Card Usage Trends: 2014-2018
        • Table General-Purpose Prepaid Card Usage: By Reload Capability and Brand, 2014-2018
        • Table General-Purpose Reloadable and Non-Reloadable Prepaid Card Usage: By HH Income, 2014 vs. 2018
        • Table General-Purpose Reloadable and Non-Reloadable Prepaid Card Usage: By Age Bracket, 2014 vs. 2018
        • Table General-Purpose Prepaid Card Usage: By Brand, 2014 vs. 2018
    • Payment Instrument Usage and Usage Frequency
      • Payment Instrument Usage and Usage Frequency: GPR Prepaid Card Users vs. the Average Consumer
        • Table Number of Payments in a Typical Month by Payment Instrument: All Consumers vs. General-Purpose Reloadable Prepaid Card Users, 2017
      • Payment Instrument Usage and Usage Frequency: GPR Prepaid Card Users by Banked Status
        • Table Number of Payments Made in a Typical Month by Payment Instrument: General-Purpose Reloadable Prepaid Card Users by Banked Status, 2017
    • Ownership of Top GPR Prepaid Card Brands
      • Demographic Analysis
        • Table General-Purpose Reloadable Prepaid Card Usage: By Age Bracket and Card Brand, 2016-2017
        • Table General-Purpose Reloadable Prepaid Card Usage: By HH Income and Card Brand, 2016-2017
        • Table General-Purpose Reloadable Prepaid Card Usage: By Race/Ethnicity and Card Brand, 2016-2017
        • Table General-Purpose Reloadable Prepaid Card Usage: By Labor Status and Card Brand, 2016-2017
        • Table General-Purpose Reloadable Prepaid Card Usage: By Credit Score and Card Brand, 2016-2017
        • Table General-Purpose Reloadable Prepaid Card Usage: By Banked Status and Card Brand, 2016-2017
        • Table General-Purpose Reloadable Prepaid Card Usage: By Payment Instruments Used and Card Brand, 2016-2017
  • Reloadable Prepaid Card Feature and Usage Rationales
    • Prepaid Card Features Used
      • Table Reloadable Prepaid Card Features Used, 2018 (percent of adults)
      • Online and In-Store Purchases
        • Table Reloadable Prepaid Card Features Used: Online and In-Store Purchases by HH Income, 2018 (percent of adults)
      • Money Movement and Payment Methods
        • Table Reloadable Prepaid Card Features Used: Money Movement and Payment Methods by Gender and Age Bracket, 2018 (overall percentage and index by demographic)
        • Table Reloadable Prepaid Card Features Used: Transfer and Payment Rationales by Fully Banked Status and Household Income Bracket, 2018 (overall percentage and index by demographic)
      • Financial Management Features
        • Table Reloadable Prepaid Card Features Used: Financial Management and Mobile Features by Age Bracket and HH Income, 2018 (overall percent and index by demographic)
    • Reasons for Choosing or Not Using Reloadable Prepaid Cards
      • Acceptance and Easy Reloads Rank First in Card Selection
        • Table Important Reasons for Choosing a Prepaid Card, 2018 (scaled)
      • Reasons for Not Using Reloadable Prepaid Cards
        • Table Most Important Reasons for Not Using Reloadable Prepaid Cards, 2018 (percent of adults)
  • Top Reloadable Prepaid Card Types and Brands
    • Reloadable Prepaid Cards Usage Patterns
      • A Quarter of Reloadable Prepaid Cars Users Have Paypal
        • Table Top 15 Reloadable Prepaid Cards Brands/Types Used and Used Most, 2018 (percent of adults)
      • Prepaid Card Usage Segmentation
        • Table Reloadable Prepaid Cards Used by Card Type, 2018 (percent of adults)
  • Prepaid Card Cost, Usage Method & Spend Analysis
    • Overview of Monthly Usage, Spend, and Costs
      • Table Reloadable Prepaid Card Reload, ATM Withdrawal, Direct Deposit and Purchase Metrics, 2018\
      • Influence of Direct Deposit
        • Table Prepaid Card Reload, Fee, Withdrawal, and Purchase Metrics: Direct Deposit vs. No Direct Deposit, 2018
      • Demographic Factors
        • Table Prepaid Card Reload, Fee, Withdrawal, Direct Deposit and Purchase Metrics: By Age Bracket, 2018
        • Table Prepaid Card Reload, Fee, Withdrawal, Direct Deposit and Purchase Metrics: By Household Income Bracket, 2018
        • Table Prepaid Card Reload, Fee, Withdrawal, Direct Deposit and Purchase Metrics: By Banked Status, 2018
      • Preferred Reload Methods
        • Table Prepaid Card Reloading Methods Usually Used, 2018 (percent of reloadable prepaid card users)
  • Gift Card Purchasing, Giving and Receiving
    • Gift Card Purchasers: Trends over Time
      • Gift Card Purchases in Past 12 Months by Category: 2014-2018
        • Table Gift Card Purchasers by Retail Segment and General-Purpose Network Brand, 2014-2018
      • Gift Card Purchases: Changes over Time by Demographic
        • Table Gift Card Purchasers by Age Bracket, 2018
        • Table Gift Card Purchasers: Change in Usage by Age Bracket, 2014 vs. 2018
        • Table Gift Card Purchasers by HH Income, 2018
        • Table Gift Card Purchasers: Change in Usage by HH Income, 2014 vs. 2018
    • Gift Card Giving and Receiving
      • Top Occasions by Dollar Value
        • Table Gift Card Expenditures by Occasion, 2018 (dollar share, giving to others by occasion, giving to self, and receiving from employer)
    • Gift Card Giving to Others
      • Top Store and General-Purpose Gift Cards Given by Type
        • Table Gift Cards Given to Others in the Last 12 months: By Retail Category, 2018 (percent)
        • Table Network-Branded Gift Cards Given to Others in the Last 12 Months: By Network, 2018 (percent)
      • Number of Cards Given
        • Table Number of Gift Cards Given to Others in Last 12 Months, 2018 (percent)
      • Reasons for Giving Gift Cards to Others
        • Table Reasons for Giving Gift Cards to Others, 2018 (percent)
    • Gift Card Giving to Self
      • Number of Cards Given
        • Table Number of Gift Cards Given to Self in Last 12 Months, 2018 (percent)
      • Reasons for Giving Gift Cards to Self
        • Table Reasons for Giving Gift Cards to Self, 2018 (percent)
        • Table Reasons for Giving Gift Cards to Self: By Age Bracket, 2018 (percent)
    • Receiving Gift Cards from Employers
      • Reasons & Occasions for Receiving Employer Gift Cards
        • Table Reasons/Occasions for Receiving Gift Cards from Employer, 2018 (percent)
  • Gift Card Purchasing Behavior
    • Gift Card Purchasing Sources
      • Sources Used and Used Most
        • Table Gift Card Distribution Source Used and Used Most, 2018
        • Table Gift Card Distribution Source Used Most: By Age Bracket, 2018
      • In-Store Gift Card Purchase Behavior
        • Table Purchasing Gift Cards In-Store from Shelf/Rack: Planning Process, 2018 (percent of adults)
      • Gift Card Mobile/E-Gift Use
        • Table Received Physical vs. Digital Gift Card; Saved Gift Card in Mobile Retailer App vs. Mobile Wallet, 2018
        • Table Received Physical vs. Digital Gift Card and Saved Gift Card in Mobile Retailer App vs. Mobile Wallet: By Age Bracket, 2018
      • Online Versus In-Store Gift Card Dollar Share
        • Table Gift Card Dollar Share: Online/E-Gift Cards vs. Physical Gift Cards, 2018
  • Prepaid and Gift Card Marketer & Issuer Strategies
    • Blackhawk Network, Inc.
      • $14 Billion Loaded in U.S.
      • Business Segments
        • Table Blackhawk Network Holdings: Operating Revenue by Business Segment, 2013-2017
        • Table Blackhawk Network Holdings: U.S. and Non-U.S. Operating Revenue by Business Segment, 2013-2017
      • Product Revenue Trends
        • Table Blackhawk Network Holdings: Revenue by Product Segment, 2013-2017
        • Table Blackhawk Network Holdings: Revenue Share by Product Segment, 2013-2017
        • Table Blackhawk Network Holdings: Retail Revenue Share by Product Segment, 2013-2017
      • Card Load Value Trends
        • Table Blackhawk Network Holdings: U.S. and Non-U.S. Prepaid Card Load Value by Business Segment, 2013-2017
      • Retail Distribution and Partnership Trends
        • Table Blackhawk Network Holdings: Retail Distribution Locations and Partners, Content Partners, and Incentives and Rewards Clients, U.S. and International, 2013-2017
      • U.S. Retail Segment: Distributor and Partner Revenue Contribution Trends
        • Table Blackhawk Network Holdings: Revenue and Revenue Share by Major Distributor, 2013-2017
        • Table Blackhawk Network Holdings: Apple Revenue and Revenue Share Contribution, 2013-2017
      • U.S. Retail: Gift Card Growth Outlook
      • Open-Loop Prepaid Card Growth Trends
        • Table Blackhawk Network Holdings: U.S. Open-Loop Prepaid Card and MetaBank Revenue and Revenue Share, 2013-2017
      • International Open-Loop Revenue
        • Table Blackhawk Network Holdings: Non-U.S. Open-Loop Product Revenue, 2013-2017
      • Incentives
      • Digital Innovation
        • Table Blackhawk Network Holdings: U.S. Digital Retail Transaction Dollar Value, 2013-2017
    • BofI Holding, Inc.
      • Varied Financial Services
        • Table BofI Holding, Inc. General-Purpose Reloadable Prepaid Card Program Brands, Managers, and Networks, 2018
      • Tax Positioning
        • Table H&R Block Emerald Card: Active Cards, Deposits, and Revenue, with Per-Card Metrics, 2012-2016
        • Table H&R Block Refund Transfer, Emerald Card, and Emerald Advance Revenue, 2014-2018
        • Table BofI Holding, Inc. Quarter-Ending Checking and Savings Deposits by Type, Q1 2016-Q1 2018
        • Table H&R Block Emerald Card, Refund Transfer, and Emerald Advance Revenue, 2014-2018
    • The Bancorp Bank
      • Regional Lender and Prepaid Card Leader
        • Table The Bancorp Bank General-Purpose Reloadable Prepaid Card Program Brands, Managers, and Networks, 2018
      • Performance Trends
        • Table The Bancorp: Active Cards, Card Spending Value, Prepaid Card Fees, Interchange, and Prepaid Card Deposits, 2013-2017
    • Green Dot Corporation
      • Largest Provider of Consumer General-Purpose Reloadable Prepaid
        • Table Green Dot General-Purpose Reloadable Prepaid Card Program Brands and Networks, 2018
      • Walmart: The Green Dot connection
        • Table Green Dot Operating Revenue and Revenue Attributable to Walmart, 2010-2017
      • Walmart MoneyCard
      • Key Card Trends
        • Table Green Dot Active Cards, Cash Transfers, Load Value, Purchase Value, GPR Deposits, and Tax Refunds Processed, 2013-2017
        • Table Green Dot Prepaid Cards, Cash Transfers, Load Value, Purchase Value and Tax Refunds Processed, 2013-2017
      • Per-Card Trends Suggest Increasing Engagement
        • Table Green Dot Prepaid Cards: Per-Card Revenue, Load Value, and Purchase Value, 2013-2017
      • Product Expansion and Innovation
        • Table Green Dot Prepaid Cards, Cash Transfers, Gross Dollar Value, Purchase Value and Tax Refunds Processed, 2013-2017
    • First Data Corporation
      • Top Merchant Acquirer, Issuer Processor, Independent Network Services Provider
      • Stored Value Network Business Segment
      • Gift Cards
      • Payroll Cards
    • FLEETCOR Technologies, Inc.
      • Varied Services and Client Bases
      • Gift Cards
      • Performance Trends
        • Table FLEETCOR Gift Cards: Transactions, Revenue per Transaction, and Net Revenue, 2015-2017
    • InComm Holdings, Inc.
      • Leading Prepaid Card and Transaction Processing Services Provider
      • Prepaid Card Initiatives
      • American Express Serve
      • Performance Trends
        • Table InComm Transaction Volume, 2010-2017
    • MetaBank
      • Regional Lender and Leading Prepaid Card Issuer
      • Card Brands and Segments
        • Table MetaBank General-Purpose Reloadable Prepaid Card Program Brands, Managers, and Networks, 2018
      • Tax Services Expansion
      • Performance Trends
        • Table MetaBank: Deposits, Card Fees, and Interchange Fees, 2013-2017
    • Netspend
      • Overview
      • Competitive Positioning
      • Card Brands
        • Table Netspend General-Purpose Reloadable Prepaid Card Programs: Brands, Issuers, and Networks, 2018
      • Retail Distribution
      • Product Innovation
      • Growth Forecast
      • Performance Trends
        • Table Netspend: Revenue and Per-Card Revenue by Revenue Stream, 2013-2017
        • Table Netspend: Active Cards and Load Value, with Direct Deposit Share, 2013-2017
  • Appendix
    • Methodology
      • Consumer Survey Methodology
      • Population Estimates
      • Prepaid Card Exemptions from Debit Card Interchange Limits
      • Abbreviations
        • Table Report Abbreviations, 2017
      • Terms and Definitions

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