By the numbers: About one-fourth (24%) of US consumers have a co-brand credit card, per a YouGov survey conducted in October—compared with 69% who have a general purpose credit card.

• Lower income consumers are less likely to have a co-brand: 35% of those who earn $80,000 or more have one, compared with 25% for those making between $40,000 and $79,999, and 15% for consumers making less than $40,000.
• Co-brand cards are also more limited among younger consumers: Only 16% of people ages 18-34 have one, versus 25% of ages 35-54 and 29% for ages 55 and older.