RESTON, Va., October 27, 2008 /PRNewswire-FirstCall via COMTEX/ — comScore, Inc., a leader in measuring the digital world, today released results of a study of the online credit card industry, based on both passively-observed online behavioral data as well as a survey of more than 2,000 Internet users conducted in September 2008.

Study findings revealed that for the first time in the five most recent quarters, the total number of credit card applications submitted online at the top ten credit-card issuer sites declined, dropping 6% in Q2 2008 versus the same period in 2007.

Growth in the Total Number of Consumer Credit Card Applications Submitted on the Top 10 Credit-Card Issuer Sites*  Total U.S. - Home/Work/University Locations.  Source: comScore Credit Card Acquisition Data

Period Percent Change
vs. Year Ago

Q2 2007 28%
Q3 2007 10%
Q4 2007 11%
Q1 2008 8%
Q2 2008 -6%


This decline is fueled largely by a drop in application rates among prime candidates (defined as individuals having the equivalent of a FICO creditworthiness score of greater than 660), while application rates among subprime candidates (defined as individuals having the equivalent of a FICO creditworthiness score of 660 or less) have increased, up 7% in Q2 2008 versus year ago.

Growth in the Number of Consumer Credit Card Applications Submitted on the Top 10 Credit-Card Issuer Sites* by Application Type Total U.S. - Home/Work/University Locations
Source: comScore Credit Card Acquisition Data

Application Type** Percent Change Q2 2008 vs. Year Ago

Subprime +7%
Prime -19%

"With historically-low consumer confidence, a tight credit market and looming uncertainty in the marketplace, it's likely many consumers are doing all they can to avoid having to take out additional lines of credit. We see that prime candidates have become particularly cautious during this time, while subprime candidates remain relatively credit-hungry," said Jennifer Lanouette, comScore vice president. "Regardless of these shifts in consumer behavior, it's important for credit card issuers to realize they can still compete for new customers by appealing to those looking for better rates, card rewards and service options."

In fact, 67% of survey respondents (which includes both subprime and prime consumers) said they would consider switching their primary credit card if a better feature were offered by another credit card company. Fifty two percent of these respondents said a lower APR/interest rate would entice them to switch, while 38 percent said better rewards/features would prompt them to make the move.


Question: Would you consider switching to another card issuer for the following reasons?

Date: September 2008
Source: comScore Credit Card Survey

Reason Percent of Respondents***

Lower APR/interest rates 52%
Better rewards/features 38%
Existing banking or other credit card relationships 3%
Better customer service offered elsewhere 3%
Benefits for holding multiple accounts/cards 2%
Better account management features 2%


Online and Mobile Banking Offers Competitive Advantage
Despite changes in the economy, the Internet continues to flourish as a channel for card issuers to connect with clients, and the number of consumers logging into accounts online continues to grow. Nearly three quarters of survey respondents said they have logged onto a credit card Web site, up 4 percentage points versus 2007.


Question: Have you ever logged onto your credit card Web site?

Date: April 2007**** and September 2008
Source: comScore Credit Card Survey

Response Percent of Respondents 2007*/2008 Point Change*

Yes 69%/73% +4
No 31%/27% -4

The mobile channel is also becoming increasingly attractive to consumers seeking financial information, with the online banking category ranking as the fastest growing mobile Web category during the past year, up 91% in unique visitors in April 2008 versus year ago.

Mobile Audience Growth by Site Category
April 2007 vs. April 2008
Source: comScore M:Metrics MobiLens Survey of U.S. Mobile Subscribers

Site Category Y/Y Growth in Unique Visitors

Banking 91%
Search 68%
Traffic 65%
Maps 64%
Weather 57%
News 54%

The 2008 comScore Online Credit Card Report provides a comprehensive view of changes in consumers' spending, usage and loyalty in light of the current economy as well as trends in online and mobile banking. To request a copy of the report, please visit www.comscore.com/request/credit-card-report.asp.

* Top 10 online credit-card issuers by number of online applications include: American Express, Bank of America, Capital One, Chase, Citi Cards, Discover, HSBC, US Bank, Washington Mutual, Wells Fargo; data was aggregated prior to any of the recent bank mergers

** Subprime defined as having a FICO 660 or less; prime defined as having a FICO greater than 660.

*** Note: Includes only respondents who said they would consider switching card issuers.

**** To demonstrate shifts in the online credit card industry, results from the 2008 comScore online credit card survey were compared to results from the 2007 comScore online credit card survey of nearly 2,000 respondents conducted in April 2007.