Vertis, a leading provider of targeted advertising, media, and marketing services, today announced the results of its proprietary "Customer Focus(R) 2005: Credit Card" study, which identifies the most appealing incentives for adults to sign up for a credit card. According to the study, 29 percent of men 18-24 years old are interested in receiving points for merchandise/airline tickets, while 14 percent of women in the same age category prefer an initial sign-up bonus such as a rebate or coupon. For 27 percent of men 25-34 the most alluring offer was money back on purchases; meanwhile, 34 percent of women 25-34 expressed most interest in receiving points for merchandise/airline tickets.

"With the competitive environment of credit card offers, companies are constantly challenged to create additional incentives for programs or rewards that will appeal to and entice new customers," said Janice Mayo, senior vice president, marketing, at Vertis. "It is important for companies to understand which type of incentives will draw consumers and to communicate these offers through an effective medium."

Additional findings from the study identify direct mail as an effective method to provide information on credit cards, with 53 percent of credit card holders claiming they became aware of their last credit card through this medium. The study also identified an increase in awareness among 18-24 year old males, with 62 percent stating they received information on their last credit card in a direct mail offer, compared to 39 percent in 2002.

The Vertis "Customer Focus(R) 2005: Credit Card" study shows the following additional findings, which provide insight into credit card appeal and usage among adults:

Obtaining Points and Getting Money Back are Most Appealing Reasons to Select a Credit Card

-- 22 percent of credit card holders said that receiving points for merchandise/airline tickets was most appealing when selecting a credit card (See Figure A)

-- For 21 percent of credit card holders, receiving money back on purchases was biggest incentive, aside from annual fees and interest rates

-- Getting an extended or higher limit on a credit card was only appealing to 8 percent of the credit card holders surveyed

-- Similarly, the membership status of the card (gold/platinum) appealed to 7 percent of those credit card holders surveyed

Types of Financial Direct Mail Read by Adults

-- 76 percent of 18-34 year olds read direct mail on new credit card offers compared to 66 percent of total adults surveyed (Figure C)

-- 58 percent of 45-54 year olds read information on balance transfers, compared to 47 percent of total adults surveyed

-- On the other hand, 66 percent of 55-64 year olds read financial direct mail on new credit card options for their current card, compared to 61 percent of total adults

How Adults Pay Credit Card Balances

-- 44 percent of total adults pay off their credit card balance each month, compared to 51 percent in 2002 (See Figure B)

-- 61 percent of adults 65+ stated they pay off their credit card balance each month, compared to 75 percent in 2002

-- 30 percent of 18-34 year olds are making a partial payment to their credit card and their balance is reducing, compared to 46 percent in 2002

-- Four percent of 35-44 year olds are making a partial payment to their credit card and their balance is growing, compared to 11 percent in 2002

About "Customer Focus(R)"

"Customer Focus(R)" is Vertis' proprietary annual study tracking consumer behavior across a wide variety of industry segments -- home improvement, furniture, grocery, sporting goods, home electronics, optical, insurance, credit cards, nonprofit, financial, retail, office supplies, and discount stores -- and media, including advertising inserts, direct marketing, and the Internet. The survey was first conducted in 1998 and, in subsequent years, has been expanded and modified to identify emerging consumer behavior patterns and track shifts in consumer practices and motivations.

Since its inception, "Customer Focus(R)" has proven to be one of the nation's most comprehensive examinations of consumer behavior. The survey of 2,000 adults -- conducted by one of the nation's leading field research companies in August/September 2004 -- measures both general and industry-specific shopping trends, and Vertis provides the significant data as a value-added service to its clients.

To acquire a customized "Customer Focus(R) 2005: Credit Card" study or speak to a Vertis executive, please contact Michelle Metter or Maria Amor at 619-234-0345.

About Vertis

Vertis is the premier provider of targeted advertising, media, and marketing services. Its products and services include consumer research, audience targeting, media planning and placement, creative services and workflow management, targeted advertising inserts, direct mail, interactive marketing, packaging solutions, and digital one-to-one marketing and fulfillment. Headquartered in Baltimore, with facilities throughout the U.S. and the U.K., Vertis combines technology, creative resources, and innovative production to serve the targeted marketing needs of companies worldwide. To learn more about Vertis, visit www.vertisinc.com.

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