Exploring the appeal of co-branded credit cards among Americans

Co-branded credit cards are an increasingly popular option for consumers seeking benefits tied to specific brands or partners. According to data from 1,246 US adults surveyed by YouGov Surveys: Serviced, 24% of Americans currently own a co-branded credit card. Ownership is more common among higher-income individuals, with 35% of those earning over $80k holding a co-branded card, compared to just 15% of those earning under $40k. Age also plays a role, as 29% of adults aged 55 and above own a co-branded card, while only 16% of those aged 18-34 do.

When it comes to personal purchases, three in five co-branded credit card owners still use general-purpose cards most often (60%), while 31% primarily use their co-branded cards. Among this latter group, retailer-affiliated cards are the most popular, with 55% of co-branded card users owning one, especially among lower-income consumers (40%). Travel-affiliated co-branded cards are more common among higher-income Americans, with 57% of those earning over $80k owning one, compared to just 13% of those earning under $40k. Technology-affiliated cards are more popular with younger adults, with 40% of those aged 18-34 owning one, although these cards remain less common overall (20%).

Co-branded cardholders tend to manage their debts more diligently. Around 43% of co-branded cardholders report paying off their full balance each month, compared to 31% of general-purpose and store-specific cardholders.

Factors influencing credit card choices also differ between co-branded and general-purpose cardholders. For co-branded cardholders, cashback and rewards programs are especially important, with 70% citing these as key features, compared to 62% of general-purpose cardholders. Special perks like travel benefits appeal to 40% of co-branded cardholders, compared to 28% of general-purpose cardholders. Trust in the affiliated partner is another consideration for co-branded cardholders, with 26% prioritizing this when choosing a card.

Overall, co-branded credit cards tend to attract higher-income individuals who appreciate the perks and rewards they offer. However, general-purpose credit cards remain the more flexible and widely preferred option for personal spending.

Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on October 8-9, 2024, with a nationally representative sample of 1,246 adults (aged 18+ years) in the US, using a questionnaire designed by YouGov. Data figures have been weighted by age, race, gender, education, and region to be representative of all adults in the US (18 years or older), and reflect the latest population estimates from the Census Bureau’s American Community Survey.