Green Sheet

What's the Deal with Debit?
I am currently doing research on the debit card market to identify how different consumer segments use debit, the penetration of debit by demographic group, and the opportunity for debit growth within those groups.

One element I wish to understand better is the ownership of financial products by demographic group, particularly the ownership checking accounts.

Do you have any research that indicates the percentage of the U.S. population owning checking accounts? Any data that describes the demographics of individuals with checking accounts and the average balance of these accounts would be appreciated; for example, "checking account ownership by age group, race, income, employment, education," etc...

I appreciate your time. Please don't hesitate to let me know if there is a cost for this data.

Thank you. Sandra Lee-Soy Director, Market Intelligence Visa USA

Sandra: Our most recent issue of GSQ (Vol. 5, No. 2, May 2002) is a report on the check authorization market. In this report we publish our most recent consumer survey data on check and debit card usage. On Page 10 we state that 59% of the participants reported having a debit card. This report is available to all subscribers. All of our previous check studies reporting on paper check usage in the U.S. (some debit card data included) are available online at www.greensheet.com/gsqindex.html

Good Selling!^SM The Green Sheet Staff

Credit Cards vs. Checking Accounts
What is the approximate number of issued personal major credit cards in the U.S. and the approximate number of active personal checking accounts? I've come across these numbers in the past, but I can't remember where to research. Thank you for your help.

David J. King Via e-mail

David: We do not collect data on the card- issuing side of the business. we suggest that you check with the Nilson Report or Credit Card Management for that data. The November 2001 GSQ was our latest report on credit card acquiring in the U.S. marketplace. This report is available online in PDF format. According to "Checks at the End of the 20th Century and Beyond," 88% of the adult U.S. population has a checking account (174 million). We do not have data on the number of DDA accounts in the U.S. This book by Paul Green is available for $19.95 + shipping. To order, please call 800-757-4441. Our previously published check studies are available online at www.greensheet.com/checkstudy.html

Good Selling!^SM The Green Sheet Staff