RESTON, Va., Oct 27, 2008 /PRNewswire-FirstCall via COMTEX News Network/ -- comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today released results of a study of the online credit card industry, based on both passively-observed online behavioral data as well as a survey of more than 2,000 Internet users conducted in September 2008. Study findings revealed that for the first time in the five most recent quarters, the total number of credit card applications submitted online at the top ten credit-card issuer sites declined, dropping 6 percent in Q2 2008 versus the same period in 2007.

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    Growth in the Total Number of Consumer Credit Card Applications Submitted
    on the Top 10 Credit-Card Issuer Sites*
    Total U.S. - Home/Work/University Locations
    Source: comScore Credit Card Acquisition Data

    Period                           Percent Change
                                      vs. Year Ago

    Q2 2007                               28%
    Q3 2007                               10%
    Q4 2007                               11%
    Q1 2008                                8%
    Q2 2008                               -6%

    *  Top 10 online credit-card issuers by number of online applications
       include: American Express, Bank of America, Capital One, Chase, Citi
       Cards, Discover, HSBC, US Bank, Washington Mutual, Wells Fargo; data
       was aggregated prior to any of the recent bank mergers

This decline is fueled largely by a drop in application rates among prime candidates (defined as individuals having the equivalent of a FICO creditworthiness score of greater than 660), while application rates among subprime candidates (defined as individuals having the equivalent of a FICO creditworthiness score of 660 or less) have increased, up 7 percent in Q2 2008 versus year ago.

    Growth in the Number of Consumer Credit Card Applications Submitted on the
    Top 10 Credit-Card Issuer Sites* by Application Type
    Total U.S. - Home/Work/University Locations
    Source: comScore Credit Card Acquisition Data

    Application Type**                             Percent Change
                                                Q2 2008 vs. Year Ago

    Subprime                                             +7%
    Prime                                               -19%

    *  Top 10 online credit-card issuers by number of online applications
       include: American Express, Bank of America, Capital One, Chase, Citi
       Cards, Discover, HSBC, US Bank, Washington Mutual, Wells Fargo; data
       was aggregated prior to any of the recent bank mergers
    ** Subprime defined as having a FICO 660 or less; prime defined as having
       a FICO greater than 660.

"With historically-low consumer confidence, a tight credit market and looming uncertainty in the marketplace, it's likely many consumers are doing all they can to avoid having to take out additional lines of credit. We see that prime candidates have become particularly cautious during this time, while subprime candidates remain relatively credit-hungry," said Jennifer Lanouette, comScore vice president. "Regardless of these shifts in consumer behavior, it's important for credit card issuers to realize they can still compete for new customers by appealing to those looking for better rates, card rewards and service options."

In fact, 67 percent of survey respondents (which includes both subprime and prime consumers) said they would consider switching their primary credit card if a better feature were offered by another credit card company. Fifty two percent of these respondents said a lower APR/interest rate would entice them to switch, while 38 percent said better rewards/features would prompt them to make the move.

    Question: Would you consider switching to another card issuer for the
    following reasons?

    Date: September 2008
    Source: comScore Credit Card Survey

    Reason                                   Percent of Respondents*

    Lower APR/interest rates                             52%
    Better rewards/features                              38%
    Existing banking or other credit card relationships   3%
    Better customer service offered elsewhere             3%
    Benefits for holding multiple accounts/cards          2%
    Better account management features                    2%

    *  Note: Includes only respondents who said they would consider switching
       card issuers.

Online and Mobile Banking Offers Competitive Advantage

Despite changes in the economy, the Internet continues to flourish as a channel for card issuers to connect with clients, and the number of consumers logging into accounts online continues to grow. Nearly three quarters of survey respondents said they have logged onto a credit card Web site, up 4 percentage points versus 2007.

    Question: Have you ever logged onto your credit card Web site?

    Date: April 2007* and September 2008
    Source: comScore Credit Card Survey

    Response                                  Percent of Respondents
                                       2007*           2008      Point Change*

    Yes                                 69%             73%            +4
    No                                  31%             27%            -4

    *  To demonstrate shifts in the online credit card industry, results from
       the 2008 comScore online credit card survey were compared to results
       from the 2007 comScore online credit card survey of nearly 2,000
       respondents conducted in April 2007.

The mobile channel is also becoming increasingly attractive to consumers seeking financial information, with the online banking category ranking as the fastest growing mobile Web category during the past year, up 91 percent in unique visitors in April 2008 versus year ago.

    Mobile Audience Growth by Site Category
    April 2007 vs. April 2008
    Source: comScore M:Metrics MobiLens Survey of U.S. Mobile Subscribers

    Site Category                                   Y/Y Growth in
                                                   Unique Visitors

    Banking                                              91%
    Search                                               68%
    Traffic                                              65%
    Maps                                                 64%
    Weather                                              57%
    News                                                 54%

The 2008 comScore Online Credit Card Report provides a comprehensive view of changes in consumers' spending, usage and loyalty in light of the current economy as well as trends in online and mobile banking. To request a copy of the report, please visit http://www.comscore.com/request/credit-card-report.asp.

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit http://www.comscore.com/boilerplate.

SOURCE comScore, Inc.

http://www.comscore.com

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