Credit card usage habits in the UAE: here’s what we found after surveying 500 people

Credit card usage across the UAE has evolved rapidly, transitioning from a travel and luxury tool to an everyday liquidity financial instrument.

To understand user behaviours, we conducted a survey recently featuring 500 residents in the UAE across different nationalities, income groups, and occupations. The objective of the study is to capture the pulse of the Middle Eastern credit card users, covering key areas including credit card ownership patterns, bank and network preferences, usage behaviour, key decision-making drivers, etc.

The survey results point toward three clear market signals;

Credit cards are increasingly being used for daily spending
Rewards and cost-benefits dominate decision-making
Future demand will depend on how effectively issuers can address fee concerns

Key highlights

Note: All figures shown represent the share of survey respondents (out of 500 UAE residents) who selected a given option.

1. Shift from occasional to daily financial instrument
The top three areas where credit cards are used include online shopping (81.8%), everyday transactions (72%), and travel (70%).

2. Visa and Mastercard retain dominance
As expected, Visa (82.6%) and Mastercard (64.4%) are the most used credit card networks in the region.

3. Top selection factors
Cashback and rewards (74.8%) and low annual fees (55.6%) are the top selection factors among consumers.

Get to know who we surveyed

We surveyed 500 residents in the UAE across all major emirates, with a strong presence in Abu Dhabi and Dubai. The respondents aptly represent the UAE’s diverse population, featuring Indians (25%), Pakistanis (18%), and Egyptians (11%) among other nationalities.

The majority of the respondents were between 26 and 45, indicating a higher participation from the working-age consumers. Additionally, while 56% of respondents were male, 44% were female, signalling a near-balanced gender split.

Single-card or multi-card audience?

The credit card ownership data reveals that people in the UAE have no qualms about owning multiple credit cards, ensuring low single-card dependence. Although 41.8% survey respondents own one credit card, 35% use two cards, 13.8% use three, and about 9.4% have four or more credit cards.

What does this tell us?

The total number of respondents with multiple cards is significantly higher than that of single-card users, signalling that consumers are looking beyond the one-size-fits-all product. Additionally, it also tells us that consumers are most likely optimising card usage by focusing on reward optimisation and promotional benefits on every card.

What are consumers predominantly using credit cards for?

Credit cards have become an integral part of the financial behaviour of people residing in the UAE, moving beyond emergency or occasional use.

Data doesn’t lie. Around 81.8% of respondents use a credit card for online shopping, followed by daily transactions (72%) and travel spending (70%), indicating the card’s role in digital and physical commerce.

Additionally, while 52.6% of people said they use cards to pay recurring bills, including subscriptions and utilities, a modest 16% depend on credit cards for emergencies only.

This data clearly indicates that a credit card is no longer being used for emergency, seasonal, or high-value transactions, but for routine transactions.

Which bank leads the credit card race?

Despite the presence of numerous banks and the rapid rise in the number of financial technology companies that offer innovative credit products, established banks continue to have the upper hand in the current UAE credit card landscape.

Around 39.8% of respondents use an Emirates NBD credit card, followed by Mashreq (28%), Abu Dhabi Commercial Bank (ADCB) (23.8%), and FAB (First Abu Dhabi Bank) (20.6%).

HSBC, Commercial Bank of Dubai, and RAK Bank are among the mid-tier issuers who are likely to gain some ground in the future, provided differentiation and benefit specialisation are prioritised.

Visa and Mastercard are undisputed network leaders

Around 82.6% and 64.4% of respondents said they use a Visa and Mastercard-powered credit card, respectively, indicating that the card network usage in the UAE is highly concentrated.

Other available networks that are slowly vying to gain ground include American Express (2.4%), and Union Pay (1.4%).

This data clearly tells us that differentiation at the product and benefit level is the key, rather than the network layer.

Preferred bank for primary credit card

We have already seen that consumers hold credit cards from multiple banks in the earlier sections. However, which is the preferred bank for a primary credit card?

28.6% of respondents said that Emirates NBD is their primary card issuer, followed by ADCB (14.4%) and Mashreq (11.8%).

Primary card ownership patterns signal that Emirates NBD, ADCB, and Mashreq are among the most preferred or popular banks across the UAE, offering consistent value to consumers.

The next section offers a clear reflection of the satisfaction levels among consumers with their primary credit card.

Primary card customer satisfaction is high

The overall satisfaction score for the primary credit card is 79%, signalling that the majority of the respondents are satisfied with their primary credit card. However, banks and credit card issuers must not ignore the other 21% users who are either neutral or very dissatisfied with their main credit, as this segment offers them an opportunity to attract new customers with differentiation, improved customer experience, and other benefits.

Drivers behind credit card decisions

Choosing a credit card, particularly in an increasingly cluttered market, can be a bit confusing. That said, there are clear factors that influence credit card decision including cashbacks (74.8%), low or zero annual fees (55.6%), and travel benefits (39.4%).

The other key factors behind credit card decisions include low interest rates, lifestyle offers, and brand reputation. It is safe to say that consumers are making value-led choices, focusing on tangible benefits over brand reputation alone.

What “best” credit card really means?

The definition of the “best credit card” isn’t straightforward, with patterns suggesting that although certain banks dominate credit card ownership, consumer perception about the “best” card may differ.

Although Emirates NBD issues the highest number of credit cards and maximum usage, ADCB and Mashreq have a positive perception among consumers due to better visibility, word of mouth, and compelling product narratives.

Consumer willingness to apply for a new credit card

Although satisfaction levels and high credit card ownership, around 46.6% of respondents responded that they are open to applying for a new credit card in the upcoming 12 months.

Additionally, while 28% of respondents are undecided, 25.6% said they are unlikely to opt for a new card in the next year.

This indicates that the credit card market is likely to be less driven by first-time adopters, but consumers who are more inclined toward switching or upgrading their existing card.

What’s holding consumers back?

Although the intent to apply for a new card is high, there are a few barriers that are likely to hinder conversions. While 48.9% cite high interest rates and fees as the primary deterrent, overspending or debt (45.2%) is another factor that is holding customers back.

Additionally, 52% of respondents have expressed that they are satisfied with their current card and see no reason to switch.

Other notable factors include complex application processes, the emergence of Buy Now Pay Later (BNPL) alternatives, and eligibility constraints.

BNPL alternatives are gradually gaining traction

Buy Now Pay Later (BNPL), once a niche offering, has gradually emerged as a credible alternative to traditional credit cards for specific applications.

While around 69.8% of respondents said they have used BNPL services, 35.2% use BNPL services regularly.

The emergence of BNPL can be linked to the barriers or reservations linked to traditional credit cards, including debt anxiety, application friction, and fees.

Additionally, simplicity, swift approvals, cost control, better spending control, and the absence of interest or fees are some of the top reasons why BNPL is gradually becoming a popular choice among consumers in the UAE.

Parting notes

It is clear that credit cards are firmly embedded in the lives of consumers in the UAE, with usage spread across daily transactions, travel, and recurring bill payments. Further, high satisfaction levels and ownership also indicate that, despite the emergence of new credit products, traditional credit cards continue to reign supreme in the current market landscape.

Credit card usage is highly pragmatic as more and more users are optimising their usage across multiple cards, prioritising low fees and cashback. However, friction during the application process, debt, and lack of clarity around annual fees and other charges are some reasons why consumers are hesitant to apply for a credit card.

The message for banks, Fintechs, and marketers in the financial space is clear: the focus should be on designing flexible, transparent, and useful credit cards instead of issuing more cards.

At UserQ, we go above and beyond to unlock such precious insights. Wish to participate or conduct a survey to understand your users and market landscape?

Check out our on-demand research platform that provides access to real users across the MENA region, allowing you to deliver experiences and roll out products and services that align with your users.

Credit card usage habits in the UAE: here’s what we found after surveying 500 people

Key highlights

Get to know who we surveyed

Single-card or multi-card audience?

What are consumers predominantly using credit cards for?

Which bank leads the credit card race?

Visa and Mastercard are undisputed network leaders

Preferred bank for primary credit card

Primary card customer satisfaction is high

Drivers behind credit card decisions

What “best” credit card really means?

Consumer willingness to apply for a new credit card

What’s holding consumers back?

BNPL alternatives are gradually gaining traction

Parting notes

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Credit card usage habits in the UAE: here’s what we found after surveying 500 people

Key highlights

Get to know who we surveyed

Single-card or multi-card audience?

What are consumers predominantly using credit cards for?

Which bank leads the credit card race?

Visa and Mastercard are undisputed network leaders

Preferred bank for primary credit card

Primary card customer satisfaction is high

Drivers behind credit card decisions

What “best” credit card really means?

Consumer willingness to apply for a new credit card

What’s holding consumers back?

BNPL alternatives are gradually gaining traction

Parting notes

Leave a Comment Cancel reply

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