--- title: "Credit Card Rewards Redemption: What Appeals to Consumers" description: A Lightspeed test of unbranded cash back card offers shows that a flat 2% cash back has the greatest appeal among U.S. cardholders, while the rotating category model that dominated the market several years ago has fallen out of favor image: https://info-profiles.kantar.com/hubfs/puzzle%20pieces%2c%20people%2c%20silhouette.jpg --- - - - - [mailto:info@gmi-mr.com](mailto:info@gmi-mr.com) [![Kantar-Logo-Small-Use-Black](https://info-profiles.kantar.com/hs-fs/hubfs/logos/Kantar-Logo-Small-Use-Black.png?width=119&name=Kantar-Logo-Small-Use-Black.png)](http://www.lightspeedresearch.com) - [Home](http://www.lightspeedresearch.com/) - [Sample Audiences](http://www.lightspeedresearch.com/sample-audiences/) - [Quality Suite](http://www.lightspeedresearch.com/sample-audiences/quality-suite/) - [Panel Profiling](http://www.lightspeedresearch.com/sample-audiences/panel-profiling/) - [B2B Panels](http://www.lightspeedresearch.com/sample-audiences/business-to-business-panels/) - [Custom Panels](http://www.lightspeedresearch.com/sample-audiences/custom-panels/) - [Millennial Panel](http://www.lightspeedresearch.com/sample-audiences/vice-voices/) - [Research Solutions](http://www.lightspeedresearch.com/research-solutions/) - [Quick Turn Surveys](http://www.lightspeedresearch.com/research-solutions/lightspeed-quick-turn-surveys/) - [Survey Design](http://www.lightspeedresearch.com/research-solutions/survey-design/) - [Tracking Research Design](http://www.lightspeedresearch.com/research-solutions/tracking-research-design/) - [Integrated Technology Solutions](http://www.lightspeedresearch.com/research-solutions/integrated-technology-solutions/) - [Data Processing](http://www.lightspeedresearch.com/research-solutions/data-processing/) - [Ad Tracker](http://www.lightspeedresearch.com/research-solutions/ad-tracker/) - [Survey Programming](http://www.lightspeedresearch.com/research-solutions/ad-tracker/) - [Sample Only Services](http://www.lightspeedresearch.com/research-solutions/sample-only-services/) - [Data Services](http://www.lightspeedresearch.com/data-services) - [Data Appends](http://www.lightspeedresearch.com/data-services/data-appends/) - [Mobile](http://www.lightspeedresearch.com/mobile/) - [Mobile Solutions](http://http://www.lightspeedresearch.com/mobile/) - [Resource Center](http://www.lightspeedresearch.com/resource-center/) - [Events](http://www.lightspeedresearch.com/resource-center/events/) - [Demos](http://www.lightspeedresearch.com/resource-center/demos/) - [Case Studies](http://www.lightspeedresearch.com/resource-center/case-studies/) - [Blog](https://blog.lightspeedresearch.com/) - [General Inquiries](http://www.lightspeedresearch.com/contact-us/general-inquiries/) - [About Us](http://www.lightspeedresearch.com/about-us/) - [Leadership Team](http://www.lightspeedresearch.com/about-us/leadership-team/) - [Press Releases](http://www.lightspeedresearch.com/about-us/news-press-releases/) - [Why Lightspeed](http://www.lightspeedresearch.com/about-us/why-lightspeed/) - [Careers](http://www.lightspeedresearch.com/about-us/careers/) - [Regions](http://www.lightspeedresearch.com/about-us/regions/) - [Awards](http://www.lightspeedresearch.com/awards/) - [Contact Us](http://www.lightspeedresearch.com/contact-us/) # Kantar's Profiles Blog # Credit Card Rewards Redemption: What Appeals to Consumers Posted by [Rebecca Koppie](https://info-profiles.kantar.com/author/rebecca-koppie) on Jul 20, 2017 ![](https://info-profiles.kantar.com/hubfs/rebecca.jpg) - [Tweet](https://twitter.com/share) Our four-part series from [Lightspeed Financial Services Group](https://www.lightspeedfsg.com/) continues with a look at credit card reward programs. Our first post highlighted [consumers' views of daily dangerous driving activities](https://blog.lightspeedresearch.com/distracted-driving-how-mobile-use-creates-risky-behavior), demonstrating how mobile enables risky behavior. Today, we focus on what rewards programs appeal to consumers and how the branded competition stacks up.  A recent Lightspeed test of unbranded cash back card offers shows that a flat 2% cash back has the greatest appeal among U.S. cardholders, while the rotating category model that dominated the market several years ago has fallen out of favor. In a series of paired comparisons, consumers were asked which option they would select if designing their own rewards card. *Example: ***If you could design your own rewards card, which of the following two options would you select?** ![FSG_Image1.jpg](https://info-profiles.kantar.com/hs-fs/hubfs/FSG_Image1.jpg?width=640&name=FSG_Image1.jpg) The options compared by consumers were unbranded (i.e., examples shown below were not included): One standard rate of 1.5% for all purchases *Example: Capital One Quicksilver, Chase Freedom Unlimited* One standard rate of 2% for all purchases *Example: Citi Double Cash* A standard rate of 1% for most purchases with higher rates of 2% and 3% for specific categories all year (like 2% at grocery stores and 3% on gas) *Example: BankAmericard Cash Rewards* A standard rate of 1% for most purchases with higher rates of 2%, 3%, and 4% for specific categories all year (like 2% at Costco, 3% at restaurants, and 4% on gas) *Example: Citi Costco Anywhere* A standard rate of 1% for most purchases with a higher rate of 5% for categories that vary each quarter (like restaurants in Q1, home improvement stores in Q2, etc.) *Example: Chase Freedom, Discover It* A standard rate of 1% for most purchases with a higher rate of 2% for one "everyday" category that you choose each quarter (like groceries in Q1, gas in Q2, etc.) AND a higher rate of 5% for two categories that you choose each quarter (like movie theaters and bookstores in Q1, department stores and fast food in Q2, etc.) *Example: U.S. Bank Cash+*   The flat 2% earn rate was the most preferred with an average selection rate of 69%, while the flat 1% with 5% rotating categories was least preferred – it had an average selection rate of just 33%. Only 24% selected it over the 2% earn rate and – at its best – just 40% selected it over the 1%/2%/5% offer. In fact, each of the reward structures faired best against the flat 1% with 5% rotating categories. ![FSG_Image2.jpg](https://info-profiles.kantar.com/hs-fs/hubfs/FSG_Image2.jpg?width=640&name=FSG_Image2.jpg) Reflecting the preference for a 2% flat rate, the 2016 Credit Card Rewards Redemption Study found that the Citi Double Cash card tops the list in overall satisfaction (74%). However, Discover -- which has traditionally used rotating categories -- also ranks high at 72%, so while the unbranded rewards concept does not stack up against competing offers, Discover customers remain content with the product and benefits they receive. 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