It’s in the Cards: Assessing How People Today Prefer to Pay, a new global white paper from International Card Manufacturers Association (ICMA) member IDEMIA Secure Transactions, reveals that payment cards are far from losing relevance. Instead, they are evolving into powerful tools that combine function, identity and trust. The study, based on a 2024 survey of 3,100 consumers across 12 countries and six continents, highlights what matters most to people when it comes to their cards—and what this means for issuers.
Physical + Digital: The “Phygital” Model
The research shows that people are not choosing between digital and physical cards—they want both. While 71% of consumers already hold digital cards, 60% still use physical cards daily or weekly. Three-fourths of respondents own two or more payment cards. Even those with digital wallets keep physical cards on hand for cash withdrawals, as backup when phones run out of battery or in cases where point-of-sale (POS) terminals don’t accept contactless payments.
Consumers also expect seamless integration between the two formats. They value features like instant digital issuance while waiting for a physical card, PIN retrieval through apps and numberless physical cards paired with virtual ones for online transactions.
“In today’s ever-changing payments landscape, it’s essential to understand and stay in tune with consumer behavior, preferences and needs,” said James Sufrin, SVP NORAM, Payment Services at IDEMIA Secure Transactions. “Taking data and insights to create tailored offerings are what truly help payment solution providers stay ahead of the curve in this increasingly competitive market.”
The Impact of Design
Design has become a differentiating factor in how consumers perceive their banks. According to the survey, 72% of people care about card design and nearly half of younger consumers (ages 18–37) rank it as especially important.
Preferred features include colored edges (87%), vertical layouts (85%) and even light-up payment cards (82%). Personalization is also in demand: 81% want custom artwork for physical cards and 85% for digital ones. In fact, more than half of respondents said they would make a personalized card their primary payment method.
The Appeal of Metal
Metal cards are no longer just for elite customers. Awareness is growing and demand is widespread: 83% of consumers expressed interest in having one, with the figure rising to 91% among younger users. Interest is nearly universal in markets such as Saudi Arabia, Mexico and Malaysia.
Why the enthusiasm? Two-thirds cited the elegant look and feel, and more than half (57%) said they would be willing to pay for a metal card. The research also found that three-fourths of consumers would perceive their bank more positively if it offered metal options.
Sustainability on the Rise
Eco-consciousness is influencing payment card preferences. Nearly 70% of respondents prefer eco-friendly cards and 82% would view their bank more favorably if it offered recycled-material cards. Almost half said they would even switch banks to obtain an eco-friendly card, with younger consumers showing the strongest intent.
Programs for card recycling and environmentally responsible packaging further strengthen brand perception and consumer loyalty.
Security and Trust
If design and sustainability drive interest, security drives confidence. Nearly 90% of people worry about online fraud and 88% prefer card numbers stored in apps instead of printed on the card itself. Biometric cards are gaining traction, with 65% of respondents saying they want one for greater security.
Consumer willingness to invest in this added layer of safety is notable: 60% said they would pay for biometric cards and nearly 80% would think more highly of a bank that offered them.
What This Means for Issuers
The white paper makes clear that payment cards remain central to consumer preferences—but expectations are shifting. Issuers who want to stay competitive must look beyond functionality and consider the full spectrum of consumer values:
Convenience: Instant issuance, seamless digital-physical integration.
Style: Custom artwork, unique designs, premium materials.
Sustainability: Recycled materials, eco-friendly initiatives.
Security: Biometric authentication and numberless cards.
The takeaway is simple: cards are no longer just payment instruments. They are brand statements, security assurances and lifestyle choices. To succeed, banks and issuers must deliver options that appeal across these dimensions—because when it comes to consumer loyalty, it’s still very much in the cards.
“We hope readers find these exclusive market insights valuable in refining their strategies and delivering customer-centric payment experiences that foster long-term growth and loyalty,” Sufrin said.
To read It’s in the Cards: Assessing How People Today Prefer to Pay, IDEMIA Secure Transactions’ global white paper, in its entirety, click here.
Why ICMA Membership Matters
As ICMA celebrates 35 years of leadership in 2025, the association remains steadfast in its mission to empower the global card manufacturing community. Through a blend of cutting-edge marketing support and robust professional development, ICMA equips its members with the tools they need to lead, innovate and grow.
ICMA’s professional development programs are designed to elevate technical knowledge and leadership skills. Programs like Advanced Card Education (ACE) and the Card Industry Training & Education (CITE) initiative help individuals deepen their expertise, while the EXPO and CardTREX bring together the brightest minds in the industry for learning, networking and innovation.
Members who engage in ICMA’s educational offerings and industry events don’t just keep pace with change—they help drive it. Whether contributing thought leadership to Card Manufacturing magazine or gaining recognition through programs like the Élan Awards of Excellence, ICMA provides members with meaningful opportunities to raise their profile and shape the future of the industry.
For card industry professionals looking to stay competitive and connected in 2025 and beyond, ICMA offers a clear path forward through education, visibility and community.
Discover the full value of ICMA membership and join a global network of professionals advancing the card industry.