米国におけるクレジットカード/デビットカードの市場：小規模事業向けのマーケティング

Abstract

Small businesses are a dynamic and growing part of the US economy, representing a cross between consumers and more complex business organizations. In increasing numbers, small business owners are replacing traditional bank loans and equity lines of credit with credit and debit cards. This report examines key questions facing the credit and debit card industry as it relates to the small business market:

• Many small businesses pay bills with checks or even cash. What will inspire them to use cards for a larger share of business expenditures?
• Card issuers are in tight competition for small businesses customers. What are the latest innovations in product features and marketing approaches, and how are these making certain companies stand out?
• Despite growing use among consumers, people are reluctant to use debit cards for small business expenses. What are the reasons for this resistance and what might increase adoption?
• Effective marketing to small business owners is customized for different segments. What are the most important segments, and what characteristics influence their needs for credit and debit cards?
• How will decoupled debt impact the small business credit and debit card market?

For purposes of this report, we define small businesses as companies with fewer than 100 employees, including self-employed persons with no employees.

Table of Contents

• Scope and Themes
• What you need to know
• Scope of this report
• Consumer research methodology
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• Market size and trends
• Small businesses are a large and growing sector of the U.S. economy
• The small business market is not monolithic
• Small business credit card use is growing
• Small business cards are an attractive target for credit and debit card issuers
• Debit card use has risen spectacularly among U.S. consumers, but businesses have been slower to adopt debit cards
• Major competitors
• Change in focus for advertising and promotion
• Small business payment methods
• Debit card use
• The Market Size
  • Figure 1: Employment size of employer and non-employer firms in U.S., 2004
  • Figure 2: Growth in number of firms, by employee size in U.S., 2002 and 2004
• Demographic Trends in the Small Business Market
• Small Business Card Usage Increasing
  • Figure 3: Small business credit card spending, 2002-09
• Usage increasing for the smallest businesses
• Reasons for growth--now and later
• Economic Outlook and Small Business Credit Availability
• Level of optimism and credit trends
  • Figure 4: Small business optimism and credit trends, 2003-08
• Payment trends
• Debit rewards and decoupled debit
• Changing purchase categories
• Fraud protection and payment acceptance
• Competitive Context
• Competition is increasing
• Acquisition mailings
  • Figure 5: Business card direct mail acquisition offers--share of direct mail pieces and campaigns, Q4 2007
• American Express
• Overview
• Products
• Major card features
• Specific offerings
• Chase
• Overview
• Products
• Major card features
• Specific offerings
• Capital One
• Overview
• Products
• Major card features
• Specific offerings
• Citi
• Overview
• Products
• Major card features
• Discover
• Overview
• Products
• Major card features
• Specific offerings
• Bank of America/FIA
• Overview
• Products
• Major card features
• Advanta
• Overview
• Products
• Major card features
• WaMu
• Overview
• Products
• Major card features
• Wells Fargo
• Overview
• Products
• Major card features
• Advertising and Promotion
• American Express
  • Figure 6: American Express Gold Card
  • Figure 7: American Express Plum Card
• MasterCard
  • Figure 8: Mastercard Ad
• Visa
• Discover
  • Figure 9: Discover Ad
• Capital One
  • Figure 10: Capital One Ad
• The Small Business Consumer
• Small business payment usage
• Payment methods used by annual revenue
  • Figure 11: Small business payment methods for business expenses, by annual revenue, March 2008
• Payment methods used by home-based vs. non-home-based business
  • Figure 12: Small business payment methods for business expenses, by home-based versus non-home-based business, March 2008
• Payment methods used by type of purchase
  • Figure 13: Primary small business payment methods for categories of business expenses, March 2008
• Small Business Consumer -- Primary Debit or Credit Card Type
• Primary card type used by number of employees
  • Figure 14: Primary card used, by number of employees, March 2008
• Primary card used by annual revenue
  • Figure 15: Primary card used, by annual revenue, March 2008
• The Characteristics of Small Business Owners
• Demographic profile of small business owners by primary card used
  • Figure 16: Demographic profile of small business owners, by primary card used, by gender, age, race/ethnicity and education, March 2008
• Card used by number of employees
• Primary card used by other characteristics
  • Figure 18: Company profile of small business owners, by primary card used, March 2008
• Primary card used by type of business
  • Figure 19: Types of small businesses, by primary card used, March 2008
• Small Businesses -- Employee Use of Business Cards
  • Figure 20: Share of small businesses that authorize employeees to use credit or debit cards, March 2008
• Small Businesses -- Reasons for Primary Card Choice
  • Figure 21: Reasons for using primary card, by primary card used, march 2008
• Small Businesses -- Factors in New Card Acquisition
  • Figure 22: Ranking of inffluencers in credit card acquisition, March 2008
  • Figure 23: Most important consideration, by annual company revenue, March 2008
• Small Businesses and Debit Cards
• Use of debit cards for business expenses
• Receipt and activation of debit card when opening a primary business checking account
  • Figure 25: Receipt of debit card when opened primary business checking account, by annual company revenue, March 2008
  • Figure 26: Activation of debit card when opened primary business checking account, March 2008
• Profile of Debit Card Users
  • Figure 27: Demographic profile of debit card users and non-users, by gender, age, race/ethnicity and education, March 2008
  • Figure 28: Company profile of debit card users and non-users, by business location, annual revenue, number of employees, age of business, business structure and region, March 2008
  • Figure 29: Profile, by industry type, by debit card users and non-users, March 2008
• Payment Methods Used by Business Debit Card Users
  • Figure 30: Small business payment methods for business expenses, by debit card users and non-users, March 2008
• Main payment methods used by debit card holders
  • Figure 31: Primary small business payment methods for categories of business expenses among debit card users, March 2008
• Key Influencers in Credit Card Acquisition Among Debit Card Users
  • Figure 32: Most important influencer in credit card acquisition, by debit card users and non-users, March 2008
• Reasons for using primary card
  • Figure 33: Reasons for using primary card, March 2008
• Small Business Debit - Rewards Valued by Business Card Users
  • Figure 34: Rewards valued by small business owners, 2007
• Non-card Users
  • Figure 35: Share of small businesses that use no credit or debit cards, by number of employeea, revenue and region, March 2008
  • Figure 36: Reasons for not using credit or debit cards, March 2008
• Appendix: Trade Associations