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More than anything else, cash-back credit card customers want security. Free identity theft insurance and Social Security number monitoring are by far the most valued features among potential users of these cards in the US. Those consumers also look for ease of earning and redeeming rewards.
Beyond the chart: As of February, 18% of US adults have experienced credit card fraud, per IBM. That means complimentary insurance for identity theft could turn a good card into a great one.
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