We believe our research is unique in its scope across markets and card types.
The lack of real insight into the prepaid card market may have resulted in misunderstandings of consumer attitudes and market segmentation.
Thanks to a recent, in-depth study conducted by First Data in Europe, a whole new level of insight has emerged. One that sheds new light into the consumer mindset and provides a gateway for creating more effective marketing and distribution strategegies of prepaid products.
Is there a difference between perception and reality?
Perception
Prepaid cards are primarily attractive to the sub-prime or unbanked population.
Reality
57% of consumers who expect to buy a prepaid card in the next 12 months stated they were creditworthy consumers with incomes above €40,000 annually.
Perception
Consumers are averse to prepaid cards largely due to fees.
Reality
The majority of consumers believe initial purchase fees are completely fair and acceptable.
Perception
A card issuer with a credit of debit portfolio will cannibalize its existing business by launching a prepaid product.
Reality
Consumers regard prepaid cards as a value-add to their existing credit and debit cards rather than as a substitute.
Of course, these examples just begin to illuminate the depth of information uncovered in First Data's research.
Perception
Prepaid cards are primarily attractive to the sub-prime or unbanked population.
Reality
57% of consumers who expect to buy a prepaid card in the next 12 months stated they were creditworthy consumers with incomes above €40,000 annually.
Perception
Consumers are averse to prepaid cards largely due to fees.
Reality
The majority of consumers believe initial purchase fees are completely fair and acceptable.
Perception
A card issuer with a credit of debit portfolio will cannibalize its existing business by launching a prepaid product.
Reality
Consumers regard prepaid cards as a value-add to their existing credit and debit cards rather than as a substitute.
Of course, these examples just begin to illuminate the depth of information uncovered in First Data's research.