A Look at the Credit Card Aggregation Space
Written by Karen Marchione (contact - e-mail) -- July 25th, 2008 | Recommend This
There has been a lot of attention given lately to the credit card aggregation space. Perhaps it is partially based on the success of CreditCards.com which intended to go public earlier this year but withdrew its filing in March due to market volatility. Credit card aggregators provide information on different credit cards on their sites, and then “transfer” those consumers to the issuers’ sites to apply. In the case of CreditCards.com, consumers can select from more than 150 cards by more than 25 issuers.
Below is a look at all credit card prospects during May and June ‘08. The yellow portion of the graph represents the number of prospects visiting the top credit card aggregation sites during May and June 2008 while the blue portion of the graph represents prospects visiting top card issuer sites. As you can see, the credit card aggregation space still represents a small piece (approximately 9%) of the overall space.
CreditCards.com is the dominant player in the credit card aggregator space. In May, CreditCards.com represented approximately 69% of all credit card aggregator prospects. Some credit to their success may be given to the mere fortune of having such a straightforward name as the term “creditcards.com” is the only branded aggregator term to appear among the top ten search terms for aggregators.
However, another factor contributing to Creditcard.com’s top ranking is a 200% increase in marketing spend between January and April ‘08. While CreditCards.com’s search and display advertising is prevalent online, the company has also been ramping up other media spend. Between January and April ’08, it allotted more than half of total media spend to television (Source: TNS Media).
Overall, the aggregator space continues to be a viable alternative for people finding cards online, and CreditCards.com will continue to excel as it continues to ramp its multi-channel marketing spend.
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July 25th, 2008 at 2:06 pm
We cannot imagine this site getting any more popular anytime soon but then again, perhaps people will need credit cards as debt soars.
July 25th, 2008 at 8:53 pm
i am not sure what to say i just want to spread as much love i can
July 25th, 2008 at 8:56 pm
hello again i am 22 and shy except when i drink lol
July 26th, 2008 at 12:42 am
Credit card aggregators need to be very careful about teh kind of cards they’re going to include in their listings. From what I know, credit cards are next in line, after the mortgage sector, to take a beating. Very few people actually know what they’re getting into, and it could end up being labeled as predatory lending, if things go south.
July 26th, 2008 at 12:35 pm
Karen,
Nicely put together page,quite informative. I enjoyed reading it through.
Two questions on it however; Why are + symbols inbetween some of the top keyword search terms? Is that how they are being typed into the search bars? Never saw that before and been on the net for sometime now.