LOMBARD, Ill.—When consumers shop for a credit card, the first thing they look for is to see if the plastic has an annual fee.
That is a finding from Raddon Financial Group’s national research last spring.
The study found that 75% of survey respondents said no annual fee would lead them to take a new card, followed by a low interest rate (54%), annual cash back rebate (43%), identity theft protection (38%) and 0% introductory rate (30%).
At the bottom of the list—card personalization.
For more findings, see the chart below.