Understanding the Rise of Credit Card Point Utilization Among Consumers

The Shift in Consumer Attitudes Towards Platinum Credit Cards

In August 2025, NTT Docomo conducted a comprehensive survey on platinum credit cards to understand the attitudes and usage among cardholders and potential adopters. With the participation of 740 individuals aged between 20 and 70, the results shed light on a significant trend: the emphasis on practical benefits over status.

Key Findings from the Survey

1. Motivations for Choosing Platinum Cards: Among current platinum cardholders, the primary reasons cited for choosing their cards were the ease of earning points and favorable redemption rates. Notably, for those who acquired their cards in the past six months, these two factors contributed to over 50.8% of their decision-making, indicating a strong inclination towards value in their card selection process.

2. Future Aspirations: For individuals interested in acquiring a platinum card, the most common motivation was the anticipated high rewards and mileage redemption rates, affirming that the allure of financial benefits plays a crucial role across demographic lines.

3. Value Over Status: A staggering 86.3% of platinum cardholders identified practical benefits, such as points and rewards, as essential. Approximately 90% believed that possessing a platinum card could be a wise choice if it offered valuable perks in line with its annual fee, highlighting a clear preference for tangible benefits over mere status symbols.

4. Preferred Points Accumulation Styles: A significant 80% reported that they would prefer accumulating points organically rather than through aggressive 'points activities'. Moreover, 60% felt a moderate approach, termed 'credit activities', suits them better—essentially, utilizing their credit cards for everyday expenses without overexerting effort on maximizing rewards.

Insights Into Platinum Card Utilization

The survey’s results point towards a broader shift in consumer expectations. For many, practical rewards now supersede traditional perceptions of prestige associated with holding a platinum card. The interest in getting more value out of day-to-day spending and earning points leads to a conclusion that consumers are becoming increasingly calculated in their financial choices.

When asking cardholders why they frequently used their platinum cards, the data revealed that 32.5% found it easy to earn their favorite loyalty points, while 31.6% pointed to the high points refund rate as their prevailing choice. In essence, more than half of users highly prioritize accumulating points that can be redeemed for practical advantages.

A New Era for NTT Docomo’s dCard Platinum

Launched in November 2024, the 'dCard Platinum' stands at the forefront of NTT Docomo’s credit card offerings. This premium card offers substantial rewards including up to 40,000 yen worth of coupons based on annual spending—an enticing feature that appeals to those seeking efficient ways to maximize reward points in everyday transactions. Add to this the unique benefits such as free airport lounge access, an exclusive concierge service, and robust travel insurance, making the card an appealing option for both practical and luxury seekers.

In conclusion, the research underscores how the perception of platinum credit cards is evolving. As consumers become mindful of their spending and rewards, brands like NTT Docomo are shifting their focus towards delivering meaningful benefits that enhance the user experience, reshaping the landscape of premium credit cards.