Data Shows Credit Issuers Face a 44 Million-Consumer Reset

Who Is the Subprime Consumer? A Behavioral Profile

One in six U.S. consumers falls into the subprime credit range. New PYMNTS Intelligence data shows a stable, 44 million-consumer market using BNPL, store cards, informal credit and tax refunds to manage everyday cash flow.

Inside the May Report
  • Subprime consumers account for 17% of U.S. consumers, or about 44 million adults, and have stayed within a narrow range for 47 straight monthly survey waves.
  • Thirty-five percent of subprime consumers have no credit or store card, while 55% live paycheck to paycheck and struggle to pay bills.
  • Subprime consumers heavily favor several BNPL providers, young subprime consumers are using installments for healthcare and 67% of subprime refund recipients say their refund is critical or very important to their finances.

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