Market Research / Demographics

Table of Contents


Consumer Brand Analytics: American Express Summary by Share of Total Market, Age, Gender, Income, Region, Social Media, Sports Fan Involvement

Item 2017 2018
Total Number that used a Credit Card Ages 18+ 163,173,000 159,625,000
Total number used American Express most often in past year 17,427,000 17,465,000
Brand Share (American Express users as a percentage of all credit card users) 10.7% 10.9%
--------DEMOGRAPHICS OF INDIVIDUALS WHO USED AMERICAN EXPRESS MOST OFTEN
---% by Age Group
18-24 1.5 1.4
25-34 12.6 11.1
35-49 27.0 30.9
50-64 32.7 31.0
65+ 26.3 25.7
Total 100.0 100.0
---% by Gender
Male 57.1 58.7
Female 42.9 41.3
Total 100.0 100.0
---% by Annual Income
Under $25,000 7.0 7.3
$25,000-$49,999 11.3 9.7
$50,000-$99,999 36.8 29.9
$100,000 or more 44.8 53.1
Total 100.0 100.0
---% by Geographic Region
Northeast 24.6 18.0
North Central 17.9 14.4
South 35.7 43.9
West 21.9 23.7
Total 100.0 100.0
--------% USING SOCIAL MEDIA SITES (FOR ANY PURPOSE) AMONG INDIVIDUALS WHO USED AMERICAN EXPRESS MOST OFTEN
---Used Facebook 71.7 65.1
---Used Twitter 28.6 27.6
---Used Snapchat 14.1 14.4
---Used Instagram 23.6 28.7
--------% OF INDIVIDUALS USING AMERICAN EXPRESS MOST OFTEN WHO ARE SPORTS FANS**, BY SPORT CATEGORY
IndyCar 18.9 23.5
NASCAR 18.5 22.7
MLB 60.2 59.4
Minor League Baseball 17.3 16.3
NBA 41.3 43.4
College Basketball 42.5 39.1
WNBA 12.0 n/a
eSports 6.8 10.5
NFL 64.3 66.8
College Football 58.8 57.8
Golf 36.6 41.9
NHL 32.6 31.0
Minor League Hockey 5.0 9.8
Mixed Martial Arts 13.8 16.5
Running 13.4 n/a
MLS 19.0 20.4
Soccer (non-USA) 20.7 20.9
Tennis 30.6 35.5
**Fan defined as an individual who attended and/or viewed at least one game on TV or online during the past year
Source: CBA

Consumer Brand Analytics: Discover Summary by Share of Total Market, Age, Gender, Income, Region, Social Media, Sports Fan Involvement

Item 2017 2018
Total Number that used a Credit Card Ages 18+ 163,173,000 159,625,000
Total number used Discover most often in past year 12,048,000 11,874,000
Brand Share (Discover users as a percentage of all credit card users). 7.4% 7.4%
--------DEMOGRAPHICS OF INDIVIDUALS WHO USED DISCOVER MOST OFTEN
----% of Age Group
18-24 5.2 2.1
25-34 11.7 10.3
35-49 20.8 22.1
50-64 30.1 30.2
65+ 32.1 35.3
Total 100.0 100.0
---% by Gender
Male 39.9 44.5
Female 60.1 55.5
Total 100.0 100.0
---% by Annual Income
Under $25,000 12.9 13.3
$25,000-$49,999 27.8 21.1
$50,000-$99,999 31.8 35.0
$100,000 or more 27.6 30.6
Total 100.0 100.0
---% by Geographic Region
Northeast 21.9 23.5
North Central 26.5 27.4
South 34.0 31.9
West 17.5 17.1
Total 100.0 100.0
--------% USING SOCIAL MEDIA SITES (FOR ANY PURPOSE) AMONG INDIVIDUALS WHO USED DISCOVER MOST OFTEN
---Used Facebook 73.9 76.4
---Used Twitter 20.2 16.6
---Used Snapchat 15.1 11.4
---Used Instagram 20.8 20.6
--------% OF INDIVIDUALS USING DISCOVER MOST OFTEN WHO ARE SPORTS FANS**, BY SPORT CATEGORY
IndyCar 13.5 12.4
NASCAR 17.4 15.0
MLB 55.9 51.3
Minor League Baseball 13.9 13.4
NBA 28.2 31.9
College Basketball 30.1 23.7
WNBA 7.6 n/a
eSports 3.6 3.9
NFL 60.0 57.8
College Football 51.2 49.0
Golf 25.4 26.0
NHL 30.5 25.1
Minor League Hockey 6.0 4.9
Mixed Martial Arts 8.6 7.2
Running 5.8 n/a
MLS 11.1 13.6
Soccer (non-USA) 11.3 14.0
Tennis 18.0 20.9
**Fan defined as an individual who attended and/or viewed at least one game on TV or online during the past year
Source: CBA

Consumer Brand Analytics: Mastercard Summary by Share of Total Market, Age, Gender, Income, Region, Social Media, Sports Fan Involvement

Item 2017 2018
Total Number that used a Credit Card Ages 18+ 163,173,000 159,625,000
Total number used MasterCard most often in past year 36,687,000 38,132,000
Brand Share (MasterCard users as a percentage of all credit card users) 22.5% 23.9%
--------DEMOGRAPHICS OF INDIVIDUALS WHO USED MASTERCARD MOST OFTEN
---% of Age Group
18-24 3.1 3.8
25-34 13.9 11.0
35-49 29.6 25.7
50-64 28.3 30.7
65+ 25.1 28.7
Total 100.0 100.0
---% by Gender
Male 52.1 48.6
Female 47.9 51.4
Total 100.0 100.0
---% by Annual Income
Under $25,000 12.9 12.3
$25,000-$49,999 24.5 22.2
$50,000-$99,999 31.3 32.8
$100,000 or more 31.3 32.8
Total 100.0 100.0
---% by Geographic Region
Northeast 20.6 23.9
North Central 20.2 20.4
South 39.1 36.6
West 20.1 19.1
Total 100.0 100.0
--------% USING SOCIAL MEDIA SITES (FOR ANY PURPOSE) AMONG INDIVIDUALS WHO USED MASTERCARD MOST OFTEN
---Used Facebook 71.5 70.7
---Used Twitter 24.4 25.5
---Used Snapchat 15.2 14.1
---Used Instagram 24.6 27.8
--------% OF INDIVIDUALS USING MASTERCARD MOST OFTEN WHO ARE SPORTS FANS**, BY SPORT CATEGORY
IndyCar 17.7 17.3
NASCAR 19.0 20.5
MLB 59.3 55.1
Minor League Baseball 15.2 14.8
NBA 38.3 37.6
College Basketball 34.8 33.1
WNBA 8.0 n/a
eSports 8.4 9.8
NFL 65.6 61.3
College Football 53.0 48.5
Golf 29.4 29.4
NHL 28.8 28.0
Minor League Hockey 6.1 6.9
Mixed Martial Arts 14.7 14.1
Running 8.4 n/a
MLS 14.6 18.0
Soccer (non-USA) 15.6 15.7
Tennis 26.7 28.0
**Fan defined as an individual who attended and/or viewed at least one game on TV or online during the past year
Source: CBA

Consumer Brand Analytics: Visa Summary by Share of Total Market, Age, Gender, Income, Region, Social Media, Sports Fan Involvement

Item 2017 2018
Total Number that used a Credit Card Ages 18+ 163,173,000 159,625,000
Total number used Visa most often in past year 91,510,000 88,200,000
Brand Share (Visa users as a percentage of all credit card users) 56.1% 55.3%
--------DEMOGRAPHICS OF INDIVIDUALS WHO USED VISA MOST OFTEN
---% by Age Group
18-24 4.3 3.5
25-34 15.4 16.8
35-49 24.9 22.6
50-64 30.6 30.1
65+ 24.7 27.0
Total 100.0 100.0
---% by Gender
Male 46.8 47.7
Female 53.2 52.3
Total 100.0 100.0
---% by Annual Income
Under $25,000 11.9 12.0
$25,000-$49,999 20.0 21.4
$50,000-$99,999 34.3 33.4
$100,000 or more 33.8 33.2
Total 100.0 100.0
---% by Geographic Region
Northeast 16.5 17.1
North Central 20.8 21.9
South 35.0 33.0
West 27.7 28.0
Total 100.0 100.0
--------% USING SOCIAL MEDIA SITES (FOR ANY PURPOSE) AMONG INDIVIDUALS WHO USED VISA MOST OFTEN
---Used Facebook 74.7 73.0
---Used Twitter 24.2 24.0
---Used Snapchat 16.2 16.3
---Used Instagram 25.0 28.8
--------% OF INDIVIDUALS USING VISA MOST OFTEN WHO ARE SPORTS FANS**, BY SPORT CATEGORY
IndyCar 14.2 14.7
NASCAR 15.4 15.8
MLB 54.9 53.7
Minor League Baseball 13.4 14.1
NBA 38.1 38.2
College Basketball 35.0 32.8
WNBA 9.7 n/a
eSports 7.6 7.4
NFL 63.3 61.8
College Football 50.3 49.6
Golf 28.1 30.2
NHL 26.8 27.5
Minor League Hockey 5.5 4.9
Mixed Martial Arts 12.1 13.7
Running 10.2 n/a
MLS 16.2 14.8
Soccer (non-USA) 14.6 17.3
Tennis 27.0 26.5
**Fan defined as an individual who attended and/or viewed at least one game on TV or online during the past year
Source: CBA