Yet it should mean that banks and card providers target business owners and operators first and foremost when looking to make improvements to their offering.
Research by Citibank found that 38 per cent of Australians are dissatisfied with the reward program they currently receive, while more than half (52 per cent) are unclear of what their points actually deliver them.
This is despite, after annual fees, rewards options are still considered the most important factor for people when choosing a credit card.
“Regulatory changes have impacted credit card rewards across the board in 2017 however we have seen that rewards points, alongside merchant acceptance, are still one of the most desirable offerings for current and new cardholders,” said Alan Machet, head of cards and loans at Citi Australia.
If technology has its way, card providers might have a fight on their hands in coming years to retain their customers, as facial recognition looks to expand into payments.