Gold card as symbol of success - Two thirds of citizens of Serbia recognize Gold card users as successful

The company Visa Inc. has conducted a research on the use and perception of premium debit cards among a representative sample of the citizens of Serbia. The results of this research show, among the rest, that nearly 80 percent of users find debit cards excellent for travels, 70 percent of the polled say they are helpful in unforeseeable situations, while over 60 percent of those polled think they are safe.

When it comes to premium cards that offer a large number of services and benefits, more than third of polled users (37.1 percent) find ’better availability of funds’ and ’better control over funds’ their main advantages, followed by ’practical means of payment’ (20.1 percent) and ’special benefits’ (18.2 percent). What is interesting is that the citizens of Belgrade more often than the citizens of Vojvodina list ’agreed overdraft’ as a benefit of such cards, while women are more likely than men to point to the advantages of using these debit cards when shopping.

Over 71 percent of those polled see typical Gold card holders as successful persons, whereas two thirds of the polled find such persons modern and trendy. Most participants in the poll also recognize them as persons full of energy and enthusiasm, capable of coping well with stress.

An interesting information is that a huge majority of users, almost 80 percent of them, are interested in benefits in the form of discounts on medical services, while two thirds of them would like to have discounts on travels. When it comes to shopping, more than 80 percent of users expect certain benefits when using debit cards to buy technical goods, while over 50 percent of them would like to get special discounts on communication products and services.

The research shows that women are more interested than men in discounts on fashion items, travels, jewelry, medical services, flowers, and fitness/wellness services, whereas discounts on restaurants, travels, and fitness/wellness services are more attractive to debit card holders younger than 45 than to those over 45 years of age.

- We are glad to draw a conclusion that Visa has successfully recognized the needs and expectations of the premium card users in Serbia. The benefits and discounts for Visa premium card holders are available in the segments of travel, shopping for sports and fashion items, services of fitness and wellness services and selected restaurants, which is exactly what the polled people pointed to - said Visa Country Manager for Serbia Vladimir Djordjevic.

The demographic profile of a typical debit card holder is as follows: an employed person older than 35 with an average monthly income of over RSD 35,000 and a higher-than-average level of education.

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Vladimir Djordjevic

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