Issuers Chase Top of Wallet Through Better Apps

As credit card spending remains resilient across many consumer segments, issuers are confronting a more nuanced contest over where that spending ultimately lands: not simply in consumers’ wallets, but at the top of them.

The latest PYMNTS Intelligence report done in collaboration with Elan, “Winning Top of Wallet: How Credit Card Apps Shape Choice,” argues that the mobile app tied to a credit card is increasingly shaping how consumers choose cards, manage balances, redeem rewards and decide which issuer receives the largest share of everyday spending.

Nearly seven in 10 U.S. adult cardholders said the quality of a credit card’s mobile app influences which card becomes their most-used card. Among Generation Z consumers, that figure climbed to 87%.

The report, based on a survey of 3,198 U.S. consumers, found that seven in 10 cardholders already use their primary card’s mobile app. More notably for issuers, nearly one-third of app users said their spending increased after they adopted the app connected to their card.

The data suggests that rewards programs are proving most effective when they remain visible and accessible inside the app itself. One in five cardholders said rewards represent their primary motivation for using credit cards. Half of rewards-focused consumers said that using a card’s mobile app to track or redeem rewards encouraged them to spend more on the card.

That finding carries implications for “top of wallet” positioning. Consumers carrying multiple cards are often making transaction-by-transaction decisions about which issuer receives spending activity. In that environment, reminders about points balances, redemption opportunities or category bonuses can influence card selection in real time.

The data shows that four in 10 app users said identifying or redeeming rewards through the app encouraged them to spend more on that card. Among consumers who prioritize rewards, the figure rose to one-half. Rewards features work best when consumers can act on them immediately and without friction.

Generational Differences

The findings also revealed substantial demographic divisions in how consumers approach both rewards and app usage.

Gen Z consumers emerged as the most digitally engaged cohort. Eighty-seven percent said app quality influences which card becomes top of wallet, compared to just 46% of baby boomers and seniors.

Younger consumers also showed stronger ties between app engagement and spending increases. Forty-four percent of Gen Z app users said their spending increased after adopting a card app, compared to 13% among baby boomers and seniors.

At the same time, older consumers appeared to use apps differently. Baby boomers gravitated toward account management functions, payment reminders and balance monitoring, while younger users were more likely to engage with budgeting insights, in-app support and gamified features.

Consumers motivated primarily by rewards responded most strongly to redemption and tracking tools, while financially stressed cardholders placed greater value on alerts, payment scheduling and visibility into available credit.

Retention Risk Moves Into the App Experience

The report also underscored that digital shortcomings now carry measurable retention risks. Nearly one in four cardholders said a weak app or poor digital experience contributed to them reducing or stopping use of a card. Among Gen Z consumers, that share rose to 45%.

The findings point toward a shift in how issuers may need to view mobile platforms. Historically, rewards programs functioned as the primary retention mechanism. Increasingly, the app itself appears to be serving that role.

Individuals are using apps not simply as support tools, but as the primary interface through which they manage their relationship with an issuer. In a crowded card market, where consumers can redirect spending with a few taps, the quality of that experience is becoming harder for issuers to treat as secondary.

At PYMNTS Intelligence, we work with businesses to uncover insights that fuel intelligent, data-driven discussions on changing customer expectations, a more connected economy and the strategic shifts necessary to achieve outcomes. With rigorous research methodologies and unwavering commitment to objective quality, we offer trusted data to grow your business. As our partner, you’ll have access to our diverse team of PhDs, researchers, data analysts, number crunchers, subject matter veterans and editorial experts.