Expanded debit card use scenarios – such as peer-to-peer payments (P2P), recurring subscriptions, rent payments and more – are creating new opportunities for debit card issuers to engage with their customers. To compete for this customer engagement, issuers must understand the evolving trends, like those captured in our recent consumer survey. We asked Millennial and Gen Z consumers a series of questions to understand the sentiments, attitudes, current usage patterns and factors impacting the novel use of debit cards. Our report includes the results, along with financial services marketing implications.

1. Debit Card
Nontraditional Use
2024 Survey

2. Overview
After years of credit card dominance and campaigns designed to attract credit card customers, 57%1 of Americans are now
leaning into debit card use as their preferred primary payment method. While many of these transactions relate to
traditional purchases, increasing digital payments online and through mobile apps opens new ways for consumers to use
their debit cards that go beyond card use at traditional points of sale. These new scenarios include peer-to-peer payments,
recurring subscriptions, rent payments and more. As debit cards gain more traction, it is important that issuers understand
the evolving trends so they can compete effectively for customer engagement with their products.
Media Logic surveyed a combined total of 476 Millennial (27-42 years old) and GenZ (22-26 years old) consumers to
understand sentiments, attitudes, current usage patterns and the factors impacting their use of debit cards in novel ways. We
started this study with the assumption that the three levers required for debit card preference for non-point-of sale
transactions are network digital enablement of debit cards, merchant acceptance and issuer commitment to promoting
awareness and education of this payment option. Specifically, we wanted to explore any generational differences in attitudes
and behavior.
2
Debit Card Nontraditional Use Survey 2024
The confluence of increased use of debit cards and growing consumer preference
for digital payments via mobile apps and websites means new opportunities for
debit card issuers to engage with their customers.
1https://www.forbes.com/advisor/banking/banking-trends-and-statistics/

3. Findings
3
Debit Card Nontraditional Use Survey 2024

4. Beyond traditional retail
points of sale, Millennials
and GenZ use their debit
cards similarly — most
frequently for bill
payments. The next most
frequentuses were for
contactless transactions,
subscriptions and mobile
wallet.
It is worth noting, however,
that Millennials use debit
cards relativelymore than
GenZ for bill payments and
healthcare expenses.
67%
58%
56%
53%
36%
35%
34%
29%
23%
15%
3%
54%
52%
53%
57%
26%
22%
28%
24%
29%
11%
5%
Bill payments…
Contactless transactions…
Subscription services…
Mobile wallet (Apple Pay, Google Pay, etc.)
Microtransactions…
Healthcare expenses
Ride sharing/transportation…
Lottery gaming
Taxes
Charitable donations
Other
Millennial GenZ
4
Q. Do you use your debit card for any of the following
nontraditional purposes?
Generational
Debit Card Use:
Use Cases
2024 Survey
Debit Card Nontraditional Use Survey 2024

5. Payment urgencywas a top
reason consumersstarted
using their debit card for
nontraditionalpurposes —
and more so for Millennials.
While the two generations
paralleledin prioritization of
the remainingstated
influences,all were stronger
for GenZ than for Millennials.
GenZ was also somewhat
more impacted by friends
and family, education, and
bank ads and
communications.
5
Generational
Debit Card Use:
Impetus
2024 Survey
Debit Card Nontraditional Use Survey 2024
50%
30%
26%
24%
19%
19%
14%
11%
8%
39%
38%
33%
29%
27%
20%
16%
15%
4%
Payment urgency
Friend use or recommendation
Observation that all my friends and family are using
them
Education (e.g., learning about security features)
Advertisement, email or mailer from my bank
Social pressure to be digital
Social pressure for sustainability
Celebrity/influencer use or endorsement
Other
Millennial GenZ
Q. Which of the following influenced your decision to start
using your debit card for nontraditional transactions?

6. When it comes to
nontraditionaldebit
payments, consumersare
more likely to continue
using their debit card for
conveniencethan for any
other reason. In fact,
convenience was stated as
the top reason by a factor of
about 2X or more compared
to budget control and
security. .
6
Q. What is the primary reason for continued use of your
debit card for nontraditional purposes?
2024 Survey
Debit Card Nontraditional Use Survey 2024
47%
18%
16%
14%
5%
1%
42%
22%
17%
12%
7%
2%
Convenience
Budget control
Security
Sustainability
Tech appeal
Other
Millennial GenZ
Generational
Debit Card Use:
Value

7. When using debit cards via
social media channels and
mobile apps, more
Millennials and GenZ
consumerschose debit
cards because they could
do so throughtheir
preferred platform.
It is worth noting that
requests from a friendor
merchantto be paid through
a social app is the second top
influence for this activity. In
nearlyall instances, GenZ
edges out Millennials for
susceptibilityto social and
mobile app-relatedreasons
to use their cards.
7
Q. Which of the following social media and mobile app-related
reasons influenced you to use your debit card in a particular way?
2024 Survey
Debit Card Nontraditional Use Survey 2024
43%
38%
27%
22%
22%
11%
47%
39%
30%
26%
23%
7%
Ability to send money within my preferred messaging
service (e.g., Facebook, Snapchat, etc.)
Request from a friend or merchant to be paid through
a social app
Social media posts on card security features and tips
Ability to send money with emojis in a social media
feed
Ads and posts in social media
Other
Millennial GenZ
Generational
Debit Card Use:
Social Media

8. Key Takeaways
▪ Overall, there are similar behavioralpatterns and few notable gaps between Millennials and
GenZ relatingto their use of debit cards for new use cases.
▪ Both generations use debit cards for a wide range of non-traditionalpaymenttypes, with
greatest frequencyfor bill payments, followed by contactless (tap and go) purchases,
subscriptions and mobile wallettransactions.
▪ Comparedto Millennials,GenZ are more likely to start using their debit cards for non
traditional paymenttypes due to friends and family, education and advertising. However, both
generations state convenience as the top reason they habitually use this payment option.
▪ Within the context of social media and mobile apps, both generations say they can be
influencedto use their cards in an instance where they can conduct the transaction through a
preferredsocial network or because of a request by a friend or merchant.
▪ The findings of this survey are consistent with our foundational assumptions on the three levers
for adoption of debit card usage. In addition, however, issuers should consider ways to leverage
referral by friends and family, especially with GenZ.
8
Debit Card Nontraditional UseSurvey 2024

9. Additional Consumer
Insights
9
Debit Card Nontraditional Use Survey 2024

10. 10
Male
53%
Female 47%
Nonbinary
0%
Q. How do you identify your gender?
2024 Survey
Debit Card Nontraditional Use Survey 2024
Millennial
Male
46%
Female
53%
Nonbinary
1%
Generational
Debit Card Use:
Gender
GenZ

11. 11
Q. What is the highest level of education that you completed
2024 Survey
Debit Card Nontraditional Use Survey 2024
Generational
Debit Card Use:
Education
15%
28%
9%
20%
2%
23%
3%
0%
6%
20%
7%
16%
3%
45%
4%
1%
Master's degree or higher
Bachelor's degree
Associate degree
Some college
Vocational school
High school diploma or equivalent
Less than high school diploma
N/A
Millennial GenZ

12. 12
Q. Which of the following best describes your personal income level?
2024 Survey
Debit Card Nontraditional Use Survey 2024
Generational
Debit Card Use:
Personal Income
9%
17%
30%
26%
16%
1%
4%
11%
22%
35%
25%
2%
$130,000 or more
$90,000-$129,999
$50,000-$89,999
$20,000-$49,999
Less than $20,000
N/A
Millennial GenZ

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