Target younger card users to expand your debit card program

For the past two years, there has been little change in the number of members owning debit cards. That is despite the fact that more than half of members say they have an automated teller machine/debit card - although not necessarily from their credit union. A new study - "Debit Card Use" Member Profiles & Behaviors" - examines member debit card use and how credit unions can make their programs more effective and appealing to members. To increase debit card program effectiveness and member account penetration, the survey suggests that credit unions: 1. target younger debit card users, 2. target members by age and technology use, rather than income, 3. seek out cooperative or shared debit card programs to bring debit-card convenience to members, 4. promote debit card use for monthly recurring spending, and 5. emphasize the convenience and safety of using debit cards to pay for point-of-sale purchases.