Free Research Report
THE ACTIVATION GAP: The 2026 Cardholder Rewards Report
ampliFI surveyed 1,000 U.S. adult cardholders to understand what they value in rewards, how those preferences translate into behavior, and where the gap between intent and action begins.
1,000
Cardholders surveyed
76%
Rate rewards highly important
34%
Actually optimize at checkout
What's Inside
The full report breaks down where intent stalls out — and the specific levers that turn it into action.
01
Why 76% of cardholders say rewards are highly important in card selection, yet only 34% actively optimize for rewards at checkout.
02
What cardholders are really asking for beyond cash back, including flexibility, easy redemption, and value that doesn't expire before they can use it.
03
Which program levers can help close the Activation Gap, from better rewards visibility and action-based prompting to fewer-click redemption.
Based on research with 1,000 U.S. adult active rewards cardholders, fielded May–June 2026.
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