Skip to content

New Survey Finds Generation Z Wants Greater Personalization with Credit Reward Programs

Click Play to LISTEN

REDWOOD CITY, Calif. – February 2, 2024 – i2c Inc., a leading provider of banking and payments solutions, and PYMNTS Intelligence, have released the results of a new survey revealing Generation Z is largely dissatisfied with many existing credit card reward structures and instead would prefer innovative, personalized incentives.

i2c sponsored the survey, which was conducted by PYMNTS Intelligence. A cross section of 3,233 consumers in the United States were polled between Nov. 14 and Nov. 28, 2023 to explore consumer behaviors and attitudes related to the rewards offered by credit card loyalty programs.

The survey found:

  • More than 8 out of 10 credit card users have reward plans, while 73% have made use of them in the last 90 days
  • Reward offers are most common with spending on groceries (42%), restaurants(33%), and clothing and accessories(36%) offers rewards programs
  • Generation z has the lowest participation in cashback compared to other consumers, perhaps driving a lower satisfaction
  • 31% of consumers report friction while trying to redeem rewards within the past 90 days

The full report of survey results is available free for download and can be found at: Download to see full insights into what drives interest in and usage of credit card loyalty programs among each generation, pain points associated with rewards, and the importance of personalization to these audiences.

About i2c Inc.

i2c is a global provider of highly-configurable banking and payment solutions. Using i2c's proprietary building block technology, clients can easily create and manage a comprehensive set of solutions for credit, debit, prepaid, lending and more, quickly and cost-effectively. i2c delivers unparalleled flexibility, agility, security and reliability from a single, global SaaS platform. Founded in 2001, and headquartered in Silicon Valley, i2c's next-generation technology supports millions of users in more than 200 countries/ territories and across all time zones.

For more information, visit and follow us at @i2cinc.

Media Inquiries:

Chuck Meyers
Director, Analyst and Public Relations, i2c