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As the market for consumer credit cards grows increasingly saturated and competitive, and as consumers in the U.S. begin to bring their stratospheric rates of credit card use under control, financial institutions are scrambling to make up for lost revenue with other consumer payment products. After years in the shadow of credit, debit cards have truly broken out—evolving from bare-bones tools to become the feature- and reward-laden payment method of choice for millions of Americans. Merchant acceptance of debit cards has grown at a rapid rate, making consumers increasingly willing and able to abandon paper checks, and even cash itself, for the convenience of debit. Yet for debit card issuers and other market players, profit and success can be harder to come by and to quantify than in the credit realm. A half-dozen variable fees change hands behind the scenes of every debit transaction; merchants have grown increasingly litigious over interchange and discount rates; and issuers are struggling to maintain profits in order to fund highly desirable rewards programs.

This Packaged Facts report focuses on the U.S. market for debit cards, which surged past $800 billion in signature- and PIN-based transaction volume in 2005 and is on track to exceed U.S. credit volume in the very near future. The report provides an overview of the major market players; a survey of recent and ongoing litigation and regulation of the market; data on online and offline debit transactions, including market growth since 2001 and projections through 2010; and market share of major issuers, as well as leading growth and marketing trends and an examination of their latest debit products and technology. Competitive profiles of the major card associations and top debit card issuers provide added insight into their recent activity and future plans, while data from Simmons Market Research Bureau paints a picture of both adult and teen card users, from demographics to opinions to card usage rates.

Report Methodology
The information in Debit Cards in the U.S. is based on both primary and secondary research. Primary research involved interviews with marketing, public relations and industry analysts within the banking, retail and credit card markets and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature, annual reports and 10(k) filings, and data from databases such as CardSource.

What You’ll Get in this Report
Debit Cards in the U.S. makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective players can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that Debit Cards in the U.S. offers.

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is already doing business in the debit market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for debit cards, as well as projected markets and trends through 2010.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for debit cards.
• Research and development professionals stay on top of competitor initiatives and explore demand for debit cards.
• Advertising agencies working with clients in the banking and retail industries understand the product buyer to develop messages and images that compel consumers to use debit cards.
• Business development executives understand the dynamics of the market and identify possible partnerships.
• Information and research center librarians provide market researchers, brand and product managers and other colleagues with the vital information they need to do their jobs more effectively.

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