Credit Card Marketing Survey – Attitudes of Young Affluent Consumers 2023

Media Logic
Media LogicContent Marketing, Social Media Strategy
Credit Card
Marketing Survey:
Attitudes of Young
Affluent Consumers
2023
Credit Card Marketing Survey: Attitudes of Young Affluent
Consumers
2
Consumer In Sight (CIS) is an
investigative research series
conducted by Media Logic, with
the aim of gaining new insights
into consumer preferences and
behaviors in the healthcare and
financial services industries. Using
an industry-leading software
platform, we survey geo-targeted
and national panels to track the
changing marketing landscape and
support clients in connecting with
consumers through creative
execution and multichannel media.
This survey was conducted to gain insight into young affluent Americans’ preferences
and generational differences regarding the appeal of creative messages and photo
subjects in marketing communications on credit cards.
Respondents were questioned on their preferences both outside and within the
context of representational copy and photographs.
The results of this survey are intended to inform the development of marketing
communications to affluent consumers who are growing their wealth and credit debt,
e.g., Generation X (43-50 year olds), millennials (34-42 year olds) and trailing
millennials (25-33 year olds).
Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
Q: If a financial institution had a new product to tell you about, through
which of the following ways are you open to hearing about it?
8%
9%
10%
10%
13%
14%
15%
22%
Postcard
Letter
Phone call
Online ad on mobile phone
Online ad in social media feed
Online ad on computer
Text/SMS
Email
37%of
respondents are
open to being
directly addressed
through email or
text/SMS from
any financial
institution about a
new product.
3
MEDIA PREFERENCE FOR PRODUCT INFORMATION — FROM ANY FINANCIAL INSTITUTION
Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
Results are rounded to the nearest whole percent;
therefore, the cumulative sum may vary slightly from 100 percent.
Q: Of the [previous list], where do you think you’re most likely to pay
attention to a new product offering?
3%
4%
5%
10%
11%
14%
15%
38%
Postcard
Phone call
Letter
Online ad on computer
Text/SMS
Online ad on mobile phone
Online ad in social media feed
Email
4
MEDIA INFLUENCE FOR PRODUCT INFORMATION — FROM ANY FINANCIAL INSTITUTION
Results are rounded to the nearest whole percent;
therefore, the cumulative sum may vary slightly from 100 percent. Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
7%
9%
10%
12%
12%
13%
15%
20%
Postcard
Letter
Phone call
Online ad on computer
Online ad on mobile phone
Online ad in social media feed
Text/SMS
Email
35%of
respondents are
open to being
directly addressed
through email or
text/SMS from
their financial
institution about a
new product.
Q: Regarding a financial institution you already do business with, through
which of the following ways are you open to hearing about a new product?
5
MEDIA PREFERENCE FOR PRODUCT INFORMATION — FROM OWN FINANCIAL INSTITUTION
Results are rounded to the nearest whole percent;
therefore, the cumulative sum may vary slightly from 100 percent. Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
3%
6%
7%
8%
10%
12%
13%
41%
Postcard
Phone call
Letter
Online ad on computer
Online ad in social media feed
Online ad on mobile phone
Text/SMS
Email
Q: Where do you think you're most likely to pay attention to a new product
offering from a financial institution with which you already do business?
6
MEDIA INFLUENCE FOR PRODUCT INFORMATION — FROM OWN FINANCIAL INSTITUTION
Results are rounded to the nearest whole percent;
therefore, the cumulative sum may vary slightly from 100 percent. Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
10%
11%
12%
17%
17%
19%
Link to a PowerPoint presentation
Link to an online e-book (downloadable)
Link to a video
Letter with a QR code leading to deeper online content
Link to a website with more content
Email with QR code leading to deeper online content
Q: Imagine that there is additional information regarding this new product;
which of the following ways to access more/deeper information/content do
you prefer?
7
SHOPPING BEHAVIOR
54%of
young affluent
respondents are
amenable to
multichannel CTAs
to go to a website
for more product
information.
Results are rounded to the nearest whole percent;
therefore, the cumulative sum may vary slightly from 100 percent. Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
6%
1%
3%
3%
3%
0%
1%
5%
5%
3%
3%
5%
2%
2%
17%
18%
19%
17%
16%
7%
9%
32%
32%
32%
32%
31%
33%
30%
40%
44%
44%
44%
46%
57%
58%
Not at all important Slightly important Moderately important Very important Extremely important
Q: How important are the following attributes when it comes to considering a
financial institution that might have a new product for you?
8
BRAND CONSIDERATION INFLUENCERS
Results are rounded to the nearest whole percent;
therefore, the cumulative sum may vary slightly from 100 percent.
Brand has a focus on products that are designed for more affluent customers
Brand tends to offer more premium products
Brand understands my desire for experiences and accumulation of goods
Brand is committed to and actively supports sustainability
Brand demonstrates and speaks to inclusivity
Brand is trustworthy and will keep my data secure and private
Brand reputation
Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
2%
2%
3%
1%
1%
2%
0%
0%
5%
5%
7%
4%
3%
5%
3%
3%
15%
16%
16%
12%
12%
10%
8%
7%
37%
34%
32%
36%
35%
34%
31%
29%
41%
42%
43%
48%
49%
50%
58%
61%
Access to special travel and dining experiences
Customer service perks like a travel concierge and a reserved customer service number
Exlusive offers reserved for accomplished people like you
Digital delivery of account information — day-to-day management, etc.
A rewards program
A lower fee than similar products
Privacy of data and personal identity
Security of data and account
Not at all valuable Slightly valuable Moderately valuable Very valuable Extemely valuable
Q: In thinking about benefits or features from a product that might be
interesting to you, how valuable are the following attributes?
9
VALUE OF PRODUCT ATTRIBUTES
Results are rounded to the nearest whole percent;
therefore, the cumulative sum may vary slightly from 100 percent. Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
Q: In thinking about the kind of marketing you receive from financial
institutions, which best describes how/if you want them to acknowledge your
current financial success?
11%
42%
47%
I respond to communications that do not speak — either visually or in
copy — to my achievements and acknowledge my financial success.
I respond to communications that speak subtly — visually and in copy
— to my achievements and acknowledge my financial success.
I respond to communications that speak overtly — visually and in copy
— to my achievements and acknowledge my financial success.
10
MESSAGING PREFERENCE
89%of young affluent
respondents desire marketing
communications to nod to
their achievements and
financial success in some way.
Results are rounded to the nearest whole percent;
therefore, the cumulative sum may vary slightly from 100 percent. Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
0
5
10
15
20
25
30
35
40
45
50
Trailing Millenials (25-
33)
Millenials (34-42) Gen X
(43-50)
Financial achiever Status seeker Discerning shopper Rewards lover
Trailing millennials and millennials
resonate most with messaging
that recognizes their affinity for
financial achievement and status.
Both of those values resonate
somewhat less with Gen X
respondents. Gen X, however,
mostly resonates with messaging
that recognizes their financial
achievement and addresses their
interest in rewards.
Q: Which messaging persona most resonates with you?
11
PREFERENCE ON MESSAGING ORIENTATION BY AGE GROUP
Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
Q: Which photos resonate with you? Pick all that apply.
12
PHOTO PREFERENCE BY AGE GROUP — CROSS PANEL
Female Z — FZ Male Z — MZ
Female Y — FY Male Y — MY
Female X — FX Male X — MX
Results are rounded to the nearest whole percent;
therefore, the cumulative sum may vary slightly from 100 percent. Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
Q: Of the photos you previously selected, which one person resonates
with you the most?
13
PHOTO PREFERENCE BY AGE GROUP — CROSS PANEL
Results are rounded to the nearest whole percent;
therefore, the cumulative sum may vary slightly from 100 percent. Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
Female Z — FZ Male Z — MZ
Female Y — FY Male Y — MY
Female X — FX Male X — MX
PHOTO PREFERENCE — FEMALE RESPONDENTS
14
Trailing millennial females have a
notable resonance with females at
the next life stage, followed by
females of their own generation.
Millennial females have slightly
more resonance with females of a
younger generation, followed
equally by females of their own or
the next oldest generation.
Gen X females clearly have more
resonance with females of the
immediately younger generation.
Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
PHOTO PREFERENCE — MALE RESPONDENTS
15
Trailing millennial males resonate
most with males of the next
generation (Gen Y) or their own.
Millennial males have slightly more
resonance with males of the
younger generation, followed
closely by males of their own or
the next oldest generation.
Gen X males have more resonance
with males of the immediately
younger generation, followed
closely by the youngest female
group (trailing millennial).
Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
Q: Thinking about the kind of marketing you receive from financial institutions,
which best describes the kind of visuals they should consider to appeal to you?
0
10
20
30
40
50
60
70
Trailing Mill.
(25-33)
Millennial
(34-42)
Gen X
(43-50)
People my own age
People who are in the next life
stage for me
Mix of people my age in in my next
life stage
16
PREFERENCE ON AGE OF AD SUBJECTS
Results are rounded to the nearest whole percent;
therefore, the cumulative sum may vary slightly from 100 percent. Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
Mix of people my own age and
people in the next life stage for me
Q: In thinking about the kind of marketing you receive from financial institutions,
which best describes the kind of visuals they should consider to appeal to you?
Trailing Mill.
(25-33)
Millennial
(34-42)
Gen X
(43-50)
0
10
20
30
40
50
60
70
80
90
100
I want to see photos of people who are the
same ethnicity as me.
I want to see photos of people who are a
different ethnicity from me.
I want to see a mix of people of different
ethnicities.
17
PREFERENCE ON ETHNICITY OF AD SUBJECTS
Results are rounded to the nearest whole percent;
therefore, the cumulative sum may vary slightly from 100 percent. Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
Key Communication Takeaways
Our research indicated four key takeaways for effective communications to young
affluent credit card consumers:
 Channel preference: Email is the preferred media channel for hearing about new
product offerings from any financial institution. Experience with a financial institution
correlates with receptivity to text/SMS messages on a new product.
 Prerequisite considerations: Reviews, trustworthiness and data security are
essential considerations for consumers learning about a new product from a
financial institution.
 Key messaging: Rewards and fees are the attributes consumers most want to know
about from product offerings.
 Response preferences: If a product catches the respondents’ interest, they are
nearly equally likely to respond to a follow up email or letter with a QR code or link
to go online for more information.
18
Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
Key Age Takeaways
To improve resonance with young affluent consumers, it is important to understand how
they want to be seen and what they value in marketing communications.
 Trailing millennials (25-33 year olds) and millennials (34-42 year olds): These
groups relate to messaging reflecting their personal financial achievement and status.
 Gen X (43-50 year olds): With maturation, recognition of personal financial status
achievement is less important, while earning more tangible benefits such as rewards
markedly increases.
 Overall: While young affluents want to be recognized for their personal achievements
and financial success, they seem to be less concerned with products that are exclusively
designed for them than having a good rewards and fee/rate structure in general.
19
Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
Key Gender Takeaways
Age and gender affect how consumers react to hero images in marketing
communications:
 All respondents except Gen X males preferred images of their own gender.
 Female respondents show a stronger response to the age of subjects in marketing
communications.
 Trailing millennial females (25-33 years old) resonate relatively more with
photography of their immediate elders and peers and noticeably less so with the
more senior Gen X female image.
 Millennial females (34-42 years old) seem to be struggling a bit with their identity,
with less differentiation of resonance across the board. (This age cell had a smaller
incidence than either of the other age groups.)
20
Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
Key Gender Takeaways (cont’d)
 Gen X females (43-50 years old), however, have distinct preference for an image of a
female at their just previous life stage.
 Male respondents behaved somewhat differently from the females. The
millennial group has the strongest positive reaction to seeing photos of men their
own age or younger. However, Gen X males resonate with images of millennial male
subjects and the youngest (trailing millennial) women.
 All respondents consistently prefer to see a mix of ethnicities, including their own,
in marketing communications.
21
Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
Gender Distribution:​
Male/Female 48%/51%
distribution
Screening Requirements:
Min HHI: 100K
Financial decision-making
responsibility: 51+%
Methodology
22
N=450 minimum
USA Recruitment
Age:
n25-33: 147
F: 93
M: 54
n34-42: 156
F: 27
M: 129
n43-50: 152
F: 96
M: 56
Confidence Level: 95%
Margin of Error: 8%
Note:
Photo testing was for response
to age only. Therefore, other
variables (such as ethnicity) were
eliminated so as not to confound
results.
Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
The information contained in this presentation is copyrighted and may not be distributed, modified, or reproduced in whole or in part without the prior written
permission of Media Logic. The images from this presentation may not be reproduced in any form without the prior written consent of Media Logic.
The Media Logic logo is a trademark of Media Logic. All other trademarks are acknowledged as being the property of their respective holders.
Proprietary and Confidential, © 2023 Media Logic. All Rights Reserved.
4 Tower Place, Suite 602, Albany, NY 12203 t 518.456.3015 f 518.456.4279 www.medialogic.com
Contact Information:
Nicole Johnson
Group Director
ph: 518-621-1600
e: njohnson@medialogic.com
1 de 23

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Credit Card Marketing Survey – Attitudes of Young Affluent Consumers 2023

  • 1. Credit Card Marketing Survey: Attitudes of Young Affluent Consumers 2023
  • 2. Credit Card Marketing Survey: Attitudes of Young Affluent Consumers 2 Consumer In Sight (CIS) is an investigative research series conducted by Media Logic, with the aim of gaining new insights into consumer preferences and behaviors in the healthcare and financial services industries. Using an industry-leading software platform, we survey geo-targeted and national panels to track the changing marketing landscape and support clients in connecting with consumers through creative execution and multichannel media. This survey was conducted to gain insight into young affluent Americans’ preferences and generational differences regarding the appeal of creative messages and photo subjects in marketing communications on credit cards. Respondents were questioned on their preferences both outside and within the context of representational copy and photographs. The results of this survey are intended to inform the development of marketing communications to affluent consumers who are growing their wealth and credit debt, e.g., Generation X (43-50 year olds), millennials (34-42 year olds) and trailing millennials (25-33 year olds). Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
  • 3. Q: If a financial institution had a new product to tell you about, through which of the following ways are you open to hearing about it? 8% 9% 10% 10% 13% 14% 15% 22% Postcard Letter Phone call Online ad on mobile phone Online ad in social media feed Online ad on computer Text/SMS Email 37%of respondents are open to being directly addressed through email or text/SMS from any financial institution about a new product. 3 MEDIA PREFERENCE FOR PRODUCT INFORMATION — FROM ANY FINANCIAL INSTITUTION Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers Results are rounded to the nearest whole percent; therefore, the cumulative sum may vary slightly from 100 percent.
  • 4. Q: Of the [previous list], where do you think you’re most likely to pay attention to a new product offering? 3% 4% 5% 10% 11% 14% 15% 38% Postcard Phone call Letter Online ad on computer Text/SMS Online ad on mobile phone Online ad in social media feed Email 4 MEDIA INFLUENCE FOR PRODUCT INFORMATION — FROM ANY FINANCIAL INSTITUTION Results are rounded to the nearest whole percent; therefore, the cumulative sum may vary slightly from 100 percent. Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
  • 5. 7% 9% 10% 12% 12% 13% 15% 20% Postcard Letter Phone call Online ad on computer Online ad on mobile phone Online ad in social media feed Text/SMS Email 35%of respondents are open to being directly addressed through email or text/SMS from their financial institution about a new product. Q: Regarding a financial institution you already do business with, through which of the following ways are you open to hearing about a new product? 5 MEDIA PREFERENCE FOR PRODUCT INFORMATION — FROM OWN FINANCIAL INSTITUTION Results are rounded to the nearest whole percent; therefore, the cumulative sum may vary slightly from 100 percent. Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
  • 6. 3% 6% 7% 8% 10% 12% 13% 41% Postcard Phone call Letter Online ad on computer Online ad in social media feed Online ad on mobile phone Text/SMS Email Q: Where do you think you're most likely to pay attention to a new product offering from a financial institution with which you already do business? 6 MEDIA INFLUENCE FOR PRODUCT INFORMATION — FROM OWN FINANCIAL INSTITUTION Results are rounded to the nearest whole percent; therefore, the cumulative sum may vary slightly from 100 percent. Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
  • 7. 10% 11% 12% 17% 17% 19% Link to a PowerPoint presentation Link to an online e-book (downloadable) Link to a video Letter with a QR code leading to deeper online content Link to a website with more content Email with QR code leading to deeper online content Q: Imagine that there is additional information regarding this new product; which of the following ways to access more/deeper information/content do you prefer? 7 SHOPPING BEHAVIOR 54%of young affluent respondents are amenable to multichannel CTAs to go to a website for more product information. Results are rounded to the nearest whole percent; therefore, the cumulative sum may vary slightly from 100 percent. Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
  • 8. 6% 1% 3% 3% 3% 0% 1% 5% 5% 3% 3% 5% 2% 2% 17% 18% 19% 17% 16% 7% 9% 32% 32% 32% 32% 31% 33% 30% 40% 44% 44% 44% 46% 57% 58% Not at all important Slightly important Moderately important Very important Extremely important Q: How important are the following attributes when it comes to considering a financial institution that might have a new product for you? 8 BRAND CONSIDERATION INFLUENCERS Results are rounded to the nearest whole percent; therefore, the cumulative sum may vary slightly from 100 percent. Brand has a focus on products that are designed for more affluent customers Brand tends to offer more premium products Brand understands my desire for experiences and accumulation of goods Brand is committed to and actively supports sustainability Brand demonstrates and speaks to inclusivity Brand is trustworthy and will keep my data secure and private Brand reputation Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
  • 9. 2% 2% 3% 1% 1% 2% 0% 0% 5% 5% 7% 4% 3% 5% 3% 3% 15% 16% 16% 12% 12% 10% 8% 7% 37% 34% 32% 36% 35% 34% 31% 29% 41% 42% 43% 48% 49% 50% 58% 61% Access to special travel and dining experiences Customer service perks like a travel concierge and a reserved customer service number Exlusive offers reserved for accomplished people like you Digital delivery of account information — day-to-day management, etc. A rewards program A lower fee than similar products Privacy of data and personal identity Security of data and account Not at all valuable Slightly valuable Moderately valuable Very valuable Extemely valuable Q: In thinking about benefits or features from a product that might be interesting to you, how valuable are the following attributes? 9 VALUE OF PRODUCT ATTRIBUTES Results are rounded to the nearest whole percent; therefore, the cumulative sum may vary slightly from 100 percent. Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
  • 10. Q: In thinking about the kind of marketing you receive from financial institutions, which best describes how/if you want them to acknowledge your current financial success? 11% 42% 47% I respond to communications that do not speak — either visually or in copy — to my achievements and acknowledge my financial success. I respond to communications that speak subtly — visually and in copy — to my achievements and acknowledge my financial success. I respond to communications that speak overtly — visually and in copy — to my achievements and acknowledge my financial success. 10 MESSAGING PREFERENCE 89%of young affluent respondents desire marketing communications to nod to their achievements and financial success in some way. Results are rounded to the nearest whole percent; therefore, the cumulative sum may vary slightly from 100 percent. Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
  • 11. 0 5 10 15 20 25 30 35 40 45 50 Trailing Millenials (25- 33) Millenials (34-42) Gen X (43-50) Financial achiever Status seeker Discerning shopper Rewards lover Trailing millennials and millennials resonate most with messaging that recognizes their affinity for financial achievement and status. Both of those values resonate somewhat less with Gen X respondents. Gen X, however, mostly resonates with messaging that recognizes their financial achievement and addresses their interest in rewards. Q: Which messaging persona most resonates with you? 11 PREFERENCE ON MESSAGING ORIENTATION BY AGE GROUP Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
  • 12. Q: Which photos resonate with you? Pick all that apply. 12 PHOTO PREFERENCE BY AGE GROUP — CROSS PANEL Female Z — FZ Male Z — MZ Female Y — FY Male Y — MY Female X — FX Male X — MX Results are rounded to the nearest whole percent; therefore, the cumulative sum may vary slightly from 100 percent. Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
  • 13. Q: Of the photos you previously selected, which one person resonates with you the most? 13 PHOTO PREFERENCE BY AGE GROUP — CROSS PANEL Results are rounded to the nearest whole percent; therefore, the cumulative sum may vary slightly from 100 percent. Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers Female Z — FZ Male Z — MZ Female Y — FY Male Y — MY Female X — FX Male X — MX
  • 14. PHOTO PREFERENCE — FEMALE RESPONDENTS 14 Trailing millennial females have a notable resonance with females at the next life stage, followed by females of their own generation. Millennial females have slightly more resonance with females of a younger generation, followed equally by females of their own or the next oldest generation. Gen X females clearly have more resonance with females of the immediately younger generation. Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
  • 15. PHOTO PREFERENCE — MALE RESPONDENTS 15 Trailing millennial males resonate most with males of the next generation (Gen Y) or their own. Millennial males have slightly more resonance with males of the younger generation, followed closely by males of their own or the next oldest generation. Gen X males have more resonance with males of the immediately younger generation, followed closely by the youngest female group (trailing millennial). Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
  • 16. Q: Thinking about the kind of marketing you receive from financial institutions, which best describes the kind of visuals they should consider to appeal to you? 0 10 20 30 40 50 60 70 Trailing Mill. (25-33) Millennial (34-42) Gen X (43-50) People my own age People who are in the next life stage for me Mix of people my age in in my next life stage 16 PREFERENCE ON AGE OF AD SUBJECTS Results are rounded to the nearest whole percent; therefore, the cumulative sum may vary slightly from 100 percent. Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers Mix of people my own age and people in the next life stage for me
  • 17. Q: In thinking about the kind of marketing you receive from financial institutions, which best describes the kind of visuals they should consider to appeal to you? Trailing Mill. (25-33) Millennial (34-42) Gen X (43-50) 0 10 20 30 40 50 60 70 80 90 100 I want to see photos of people who are the same ethnicity as me. I want to see photos of people who are a different ethnicity from me. I want to see a mix of people of different ethnicities. 17 PREFERENCE ON ETHNICITY OF AD SUBJECTS Results are rounded to the nearest whole percent; therefore, the cumulative sum may vary slightly from 100 percent. Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
  • 18. Key Communication Takeaways Our research indicated four key takeaways for effective communications to young affluent credit card consumers:  Channel preference: Email is the preferred media channel for hearing about new product offerings from any financial institution. Experience with a financial institution correlates with receptivity to text/SMS messages on a new product.  Prerequisite considerations: Reviews, trustworthiness and data security are essential considerations for consumers learning about a new product from a financial institution.  Key messaging: Rewards and fees are the attributes consumers most want to know about from product offerings.  Response preferences: If a product catches the respondents’ interest, they are nearly equally likely to respond to a follow up email or letter with a QR code or link to go online for more information. 18 Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
  • 19. Key Age Takeaways To improve resonance with young affluent consumers, it is important to understand how they want to be seen and what they value in marketing communications.  Trailing millennials (25-33 year olds) and millennials (34-42 year olds): These groups relate to messaging reflecting their personal financial achievement and status.  Gen X (43-50 year olds): With maturation, recognition of personal financial status achievement is less important, while earning more tangible benefits such as rewards markedly increases.  Overall: While young affluents want to be recognized for their personal achievements and financial success, they seem to be less concerned with products that are exclusively designed for them than having a good rewards and fee/rate structure in general. 19 Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
  • 20. Key Gender Takeaways Age and gender affect how consumers react to hero images in marketing communications:  All respondents except Gen X males preferred images of their own gender.  Female respondents show a stronger response to the age of subjects in marketing communications.  Trailing millennial females (25-33 years old) resonate relatively more with photography of their immediate elders and peers and noticeably less so with the more senior Gen X female image.  Millennial females (34-42 years old) seem to be struggling a bit with their identity, with less differentiation of resonance across the board. (This age cell had a smaller incidence than either of the other age groups.) 20 Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
  • 21. Key Gender Takeaways (cont’d)  Gen X females (43-50 years old), however, have distinct preference for an image of a female at their just previous life stage.  Male respondents behaved somewhat differently from the females. The millennial group has the strongest positive reaction to seeing photos of men their own age or younger. However, Gen X males resonate with images of millennial male subjects and the youngest (trailing millennial) women.  All respondents consistently prefer to see a mix of ethnicities, including their own, in marketing communications. 21 Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
  • 22. Gender Distribution:​ Male/Female 48%/51% distribution Screening Requirements: Min HHI: 100K Financial decision-making responsibility: 51+% Methodology 22 N=450 minimum USA Recruitment Age: n25-33: 147 F: 93 M: 54 n34-42: 156 F: 27 M: 129 n43-50: 152 F: 96 M: 56 Confidence Level: 95% Margin of Error: 8% Note: Photo testing was for response to age only. Therefore, other variables (such as ethnicity) were eliminated so as not to confound results. Media Logic Consumer In Sight: 2023 Young Affluent Credit Card Consumers
  • 23. The information contained in this presentation is copyrighted and may not be distributed, modified, or reproduced in whole or in part without the prior written permission of Media Logic. The images from this presentation may not be reproduced in any form without the prior written consent of Media Logic. The Media Logic logo is a trademark of Media Logic. All other trademarks are acknowledged as being the property of their respective holders. Proprietary and Confidential, © 2023 Media Logic. All Rights Reserved. 4 Tower Place, Suite 602, Albany, NY 12203 t 518.456.3015 f 518.456.4279 www.medialogic.com Contact Information: Nicole Johnson Group Director ph: 518-621-1600 e: njohnson@medialogic.com

Notas del editor

  1. whether because of aging in –i.e., turning 65, qualification for Social Security Disability Insurance due to disability, or diagnosis with End-State Renal Disease.