According to a report by PYMNTS Intelligence, a significant 41% of Gen Z cardholders are dissatisfied with their credit card rewards programs. This sentiment starkly contrasts with that of millennials, where only 28% have reported similar discontent. The findings suggest that while both Gen Z and millennial cardholders show keen interest in credit card rewards programs, the traditional offerings fail to meet the expectations of Gen Z users.
This demographic, aged between 18 to 25 years old, is not only tech-savvy but also values personalization and innovation in their incentives. They are drawn towards nontraditional rewards such as exclusive flash sales or special event access, diverging from older generations' preference for cashback rewards.
The report, titled "The Role of Reward Programs in Consumer Credit Usage," highlights this generational divide, underscoring the need for financial institutions to reassess and innovate their loyalty strategies to cater to the unique preferences of the younger, digitally-native Gen Z demographic.
Other Key findings of the report include:
- 26%: Share of cardholders who had trouble redeeming rewards saying rewards were insufficient for desired purchases
- 36%: Share of credit card holders who received cash back on any purchase in the last 90 days
- 71%: Share of consumers very or extremely satisfied with the rewards program offered by their primary credit card
One of the standout statistics is that 83% of credit card users reported receiving rewards offered by their cards, with 72% of that group actively engaging with the rewards programs. This high level of participation indicates the importance of such programs in the daily financial activities of consumers.
Moreover, research has shown that consumers with credit card rewards tend to use their cards more intensively compared to those without rewards. The presence of rewards programs can significantly affect the choice of payment instruments, with many consumers opting for credit cards over other methods due to the potential benefits they can accrue.
The types of rewards vary, but they often include cash back, travel miles, or points that can be redeemed for various items like gift cards or even to pay annual fees. These incentives are designed to encourage more frequent and higher spending on credit cards, as this increases merchant fees collected by credit card companies, thereby boosting their profits.
Interestingly, 15% of cardholders cited credit card rewards programs as a reason for increased spending on their cards. This suggests that the allure of rewards can directly influence consumer spending behavior, leading to a rise in credit card usage.
