A new analysis shows that two-thirds of signature debit transaction growth resulted from new debit card issuance since 2003. However, First Annapolis Consulting says maintaining historic growth rates in debit volume will be more difficult down the road. Approximately half of the recent growth has come from increased penetration of existing DDA customers, generally at historic activation rates. The other half of new card growth stemmed from penetration of new DDA customers, also primarily at historical activation rates. With debit penetration reaching saturation in many portfolios and DDA growth slowing, many debit managers will need to deploy and enhance their card activation and usage strategies to drive meaningful revenue growth. First Annapolis says the fastest growing debit programs going forward will be those that leverage account segmentation, rewards, promotional, educational campaigns, and account enrollment activation tactics to get consumers to activate and use their debit cards.
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