A Comprehensive Study of the US Credit Card Market


Intro
The credit card industry in the US is not just a financial tool; it stands as a mirror reflecting a complex interplay of consumer behavior, economic factors, and technology advancements. If you take a step back and examine the landscape, it becomes apparent that credit cards play a significant role in the financial habits of American consumers. With varied offerings from rewards programs to balance transfers, credit cards cater to a diverse audience, each with specific needs. Understanding this landscape requires examining specific trends and shifts that have emerged over time, along with the underlying mechanisms driving these changes.
In recent days, the world has witnessed a rapid evolution in how consumers engage with credit. As online transactions continue to surge, credit card companies have to adapt, leading to innovative products and services. The implications stretch beyond mere convenience; they touch on questions of responsible borrowing, consumer rights, and financial literacy.
This article aims to delve deep into these various aspects. Weāll explore how credit scores influence individual choices and what the regulatory landscape looks like in this ever-changing environment. With an array of factors shaping consumer decisionsāfrom economic trends to global eventsāthis exploration aims to equip you with the knowledge needed to navigate the complex waters of the credit card market.
Roadmap
- Market Overview: Analyzing current trends and economic indicators.
- Product Variations: How different credit cards cater to unique consumer needs.
- Consumer Behavior: Insights into what drives consumers towards credit cards.
- Regulatory Environment: Understanding the laws impacting the credit card industry.
- Future Trends: A glance at where the industry is headed in the digital age.
This exploration isn't meant merely for seasoned financial professionals; itās also designed for those who might be just starting their journey into responsible credit use. The more informed you are, the better decisions you can make.
Overview of the US Credit Card Market
The US credit card market represents a significant segment of the financial landscape. Understanding how it operates is paramount for anyone looking to navigate personal finance or investment strategies effectively. Credit cards not only provide convenience but also shape consumer behavior and financial planning on a massive scale.
With various offerings from countless lenders, the landscape can appear overwhelming. Yet, having a keen insight into this market can lead to smarter decisions, both for consumers and investors. Evaluating emerging trends, understanding consumer needs, and recognizing regulatory changes are critical for comprehending the intricacies of credit cards.
Historical Context
The roots of credit cards in the United States trace back to the early 20th century, when a handful of merchants issued charge cards for local customers. These cards were cumbersome and limited, usually valid only in a particular establishment. It was not until the 1950s, with the launch of the Diners Club card and later, the first bank credit card by American Express, that the model evolved into what we recognize today.
By the late 1960s and 1970s, various banks began offering their own cards, leading to the emergence of the credit card industry as a force. The introduction of revolving credit allowed consumers to carry a balance, thus encouraging broader adoption. By the end of the 20th century, credit cards had become commonplace, with legislation and consumer protection measures starting to shape their evolution.
Current Market Dynamics
Today, the US credit card market features a complex interplay of competition, technology, and regulation. As of recent figures, there are over 1 billion credit cards in circulation in the United States, serving millions of cardholders.
Key elements driving market dynamics include:
- Technological Innovation: The rise of digital banking and mobile wallets has changed how people utilize credit cards.
- Consumer Preferences: Many consumers seek cards that offer rewards, cashback, or travel-friendly benefits, shaping the products on offer.
- Regulatory Environment: Legislative changes, such as the Credit Card Accountability Responsibility and Disclosure Act of 2009, have mandated clearer disclosure of terms and fees, impacting how credit cards are marketed and sold.
In essence, the current state of the market is characterized by a constant push towards enhanced customer experiences, with technology being a significant catalyst. Understanding these dynamics enables consumers to make informed choices, while also presenting opportunities for investors eyeing growth potential within the financial sector.
Types of Credit Cards Available
Understanding the various types of credit cards available today is essential for any individual looking to manage their finances effectively. Each category serves unique purposes, catering to different needs and spending habits. By recognizing the intricacies of these types, consumers can make informed choices that align with their financial strategies and lifestyle preferences.
Standard Cards
Standard credit cards are the bread and butter of the credit card market. They come with basic features and usually have no frills attached. This includes traditional credit limits, interest rates, and payment terms. Itās straightforward: you use it, pay it back, and build your credit history, provided you stay within your limits.
For someone new to credit, a standard card is akin to dipping a toe into the water before diving in. Since these cards often donāt charge annual fees, they present a low-risk opportunity to establish and build credit.
Rewards Cards
Rewards cards entice users by offering points, cash back, or travel miles for every dollar spent. If you're a frequent shopper or someone who travels often, this category of credit cards could be a game changer. While they might come with higher fees or interest rates, the returns on your spending can outweigh these costs.
For example, various cards allow you to accumulate points that can be redeemed for flights or hotel stays. In other words, your everyday purchases can morph into travel adventures, making each dollar count in a new way. Just take care to read the fine print, as some rewards might have restrictions.
Secured Credit Cards
Secured credit cards are a lifeline for those with limited credit history or damaged credit scores. They require a cash deposit, which largely acts as collateral and typically serves as your credit limit. This type of card is like a safety net ā offering a chance to rebuild credit while keeping risk at bay.
Consumers often find that transitioning to standard cards becomes easier after using a secured card responsibly. Moreover, many issuers will upgrade secured accounts to unsecured cards after a period of good payment behavior.
Business Credit Cards
Designed specifically for entrepreneurs and small business owners, business credit cards are rooted in helping manage business expenses more effectively. These cards often come with higher credit limits, tailored rewards around office supplies, and even expense tracking tools.
Using a separate business credit card can potentially simplify bookkeeping and ensure that personal and business expenses are neatly divided. Just as importantly, responsible use may help establish business credit profiles, vital for future endeavors.


Travel Credit Cards
Travel credit cards are a luxury for those who are passionate about exploring new destinations. By offering perks such as no foreign transaction fees, priority boarding, or complimentary travel insurance, these cards are tailored for the jet-setter. The rewards program is usually aligned with airlines and hotel chains, making it easier to rack up rewards that enhance your travel experience.
Imagine booking that dream vacation with points earned just by doing your everyday shopping. Itās not just about accumulating miles; itās about curating an experience. Also, keep in mind the importance of using these cards responsibly to avoid high interest rates on unpaid balances.
"The wise man will make more opportunities than he finds."
āFrancis Bacon
Related Resources
- Wikipedia on Credit Cards
- Consumer Financial Protection Bureau
- Investopedia - Types of Credit Cards
- Reddit Finance Discussions
By recognizing the distinctions among these credit card types, individuals can align their financial decisions with their personal goals, ultimately leading to a more disciplined and rewarding financial journey.
Understanding Credit Scores
Understanding credit scores is a fundamental aspect of the US credit card landscape. These scores play a pivotal role in determining an individual's eligibility for credit cards, loans, and even rental agreements. They are a reflection of a person's creditworthiness, which lenders rely on to assess the risk associated with lending money. Given the vast implications of these scores, one cannot underestimate their importance in personal finance management.
How Credit Scores are Calculated
Credit scores are primarily calculated using a formula developed by Fair Isaac Corporation (FICO). This formula takes into consideration several key factors:
- Payment History (35%): This is the most significant element. A track record of on-time payments boosts credit scores, while missed or late payments can do serious harm.
- Credit Utilization (30%): This measures how much of your available credit youāre using. Keeping this ratio below 30% is often recommended.
- Length of Credit History (15%): A longer credit history generally increases your score. It reflects stability and experience in handling credit.
- Types of Credit (10%): Having a mix of credit types ā such as credit cards, mortgages, and personal loans ā can be beneficial.
- New Credit (10%): Opening multiple new accounts in a short period can decrease your score, suggesting higher risk to lenders.
During the calculation, credit bureaus like Equifax, Experian, and TransUnion collect and analyze data related to these factors. Each individual's credit report is unique, resulting in potentially different scores based on the same underlying data. Important to note, the FICO score ranges from 300 to 850, with a higher score indicating better creditworthiness.
"A credit score is more than just a number; it is a passport to financial freedom and opportunities."
The Impact of Credit Scores on Card Eligibility
Credit scores hold significant sway over which credit cards one can qualify for. When applying for a credit card, issuers check the applicant's credit score as a part of the decision-making process. Generally, a higher score opens up doors to a variety of options, often accompanied by better interest rates and more attractive rewards. Conversely, those with lower scores may find themselves limited to basic cards, often with higher fees and fewer perks.
For instance:
- Premium Cards: These often require a score of 700 or above. Cards like the Chase Sapphire Preferred or the Platinum Card from American Express are available for those with stronger credit profiles.
- Standard Cards: Many issuerās basic cards can be accessible to individuals with scores around 650. Visa and Mastercard offers usually fit into this category.
- Secured Cards: For those just starting out or rebuilding their scores, secured cards like the Capital One Secured Mastercard give a chance to improve credit activity.
In summary, understanding how credit scores function is crucial for consumers navigating the credit card landscape. They serve not only as a gateway to various financial products but also shape the borrowing costs and benefits one may encounter.
For further insights into credit scores and their importance, you might find the following resources helpful:
Knowing the factors that influence your credit score can help you make informed decisions and improve your credit health over time.
Consumer Behavior and Credit Card Use
Understanding consumer behavior in relation to credit cards is akin to dissecting the DNA of financial dealings in the United States. Credit cards are not just plastic pieces of convenience; they often serve as a lifeblood for everyday transactions, savings strategies, and even emergencies for many American households. The way individuals interact with credit cards reveals much about their financial literacy, spending habits, and overall financial health. This section delves deeper into consumer spending patterns and the challenges they face in managing credit card debt, both of which are critical for comprehending the larger credit landscape.
Spending Patterns
When we talk about spending patterns, we are highlighting a myriad of influences that dictate how consumers utilize their credit cards. Factors such as income, lifestyle choices, and even peer influence can push the numbers in various directions. Studies have shown that consumers often lean towards using credit cards for larger purchases or to earn points and rewards. For instance, when a family decides to book a vacation, they might prefer a travel rewards card to maximize their benefits rather than withdrawing cash or using a debit card.
- Common Spending Trends:
- Daily Expenses: Many consumers utilize credit cards for routine expenses such as groceries and gas, viewing them as a convenient method for cashless transactions.
- Impulse Purchases: With a quick swipe, impulse buying becomes easy. Consumers might grab that new gadget or trendy outfit without much hesitation, rallying behind the idea of "buy now, pay later."
- Account Management: Some trendsetters are adopting tools to manage expenses better, like budgeting apps that analyze spending patterns, well aware that unchecked spending can lead to unwanted debt.
An interesting trend to note is the generational shift in credit card use. Younger generations, like Millennials and Gen Z, are more inclined to use cards as a means of layering financial flexibility with benefits, such as cashback offers or travel points. Their penchant for experiences over possessions makes them more discerning about how they utilize credit.
Debt Management Challenges
As wonderful as credit cards can be for financial flexibility, they come with their own sets of hurdles. Debt management challenges are prevalent, and they can quickly spiral out of control if not addressed efficiently. Few consumers start their financial journey fully aware of the potential pitfalls of credit card debt.


"The more you spend on credit, the easier it becomes to lose track of your finances, and for many, this can sometimes result in a never-ending cycle of debt."
Some of the most common debt challenges consumers face include:
- High-Interest Rates: Many credit cards come with steep interest rates. If a payment is missed or only the minimum is paid, consumers can find themselves juggling a debt load that seems heavy as ever.
- Overextending Limits: Some individuals tend to overspend against their credit limits, often failing to account for how quickly debts can accumulate.
- Psychological Factors: Consumer psychology plays a major role. The convenience of swiping can lead to overspending. The psychological "pain" of financial loss is often felt less keenly when using credit than when handing over physical cash, leading to reckless spending.
Navigating the landscape of credit cards means keeping a steady eye on both spending habits and debt management. By understanding these dynamics, consumers can make wiser decisions that will enhance their financial well-being and foster greater financial literacy overall.
For further reading, one could look at resources such as NerdWallet, which provides insights into personal finances, or the U.S. government's Consumer Financial Protection Bureau for detailed guidelines on managing credit responsibly.
Legal and Regulatory Framework
Understanding the legal and regulatory framework that governs credit cards is essential for both consumers and financial professionals alike. This framework shapes not only the consumer experience but also the risk management and strategic decisions of card issuers. The regulation of credit cards has evolved over the years, largely in response to consumer advocacy and the complexities of the financial landscape. Key regulations create a balance between protecting consumers and allowing credit card companies to operate competitively.
Key Regulations Affecting Credit Cards
One of the primary pieces of legislation in this context is the Truth in Lending Act (TILA). Enacted in 1968, TILA requires lenders to disclose clear information about loan terms, including interest rates and fees. This has been pivotal in fostering transparency and helping consumers make informed decisions. For instance, if you're looking to get a new card with a promotional interest rate, TILA ensures that you'll know what the rate will adjust to after the promotional period ends.
Another key law is the Credit Card Accountability Responsibility and Disclosure Act (CARD Act) of 2009. The CARD Act addressed many unfair lending practices. Among its provisions are restrictions on interest rate increases without proper notice and the requirement that issuers send monthly statements 21 days before payment due dates. These measures give consumers more control and awareness, aiming to prevent unexpected fees and charges.
- Overview of key regulations:
- Truth in Lending Act (TILA)
- Credit Card Accountability Responsibility and Disclosure Act (CARD Act)
- Dodd-Frank Wall Street Reform and Consumer Protection Act
These regulations not only help consumers but also fair the playing field for issuers by providing guidelines that prevent deceptive practices. Savvy investors will note that understanding these regulations can also inform market decisions, giving them an edge in evaluating the business practices of credit card companies and their potential risks.
Consumer Protection Laws
Consumer protection laws play a crucial role in the credit card industry. These laws exist to safeguard consumers from unfair treatment, ensuring they are treated fairly when dealing with financial institutions. One such statute is the Fair Debt Collection Practices Act (FDCPA), which governs the practices of debt collectors, protecting consumers from harassment.
There are also provisions under the Electronic Fund Transfer Act (EFTA), which addresses the rights of consumers relating to electronic transfers, including those made via credit cards. For example, unauthorized transactions can be disputed, which provides an extra safety net for users.
"Regulations create accountability in credit card usage, assisting consumers and shaping the card landscape."
As financial products grow more complex and integrated with technology, awareness of these protections becomes critical. Investors should keep abreast of ongoing legislative changes that could impact the credit landscape, as shifts can greatly influence market conditions and consumer confidence.
The landscape shaped by these laws not only fortifies consumer rights but also emphasizes the importance of responsible lending and borrowing practices. Financial enthusiasts should keep a keen eye on current and upcoming legal shifts that can inform investment decisions in this space.
The Role of Technology in Credit Card Services
In the ever-evolving realm of finance, technology plays a pivotal role in reshaping how credit card services operate. Gone are the days when credit cards were merely pieces of plastic that facilitated transactions. Today, technology not only enhances security but also enriches the overall consumer experience. This section delves into the significance of technological advancements in credit card services, focusing on two major facets: innovations in payment systems, and the emergence of digital wallets.
Innovations in Payment Systems
One of the leading trends in the credit card landscape is the continuous quest for more efficient payment systems. Several technological innovations have risen to the occasion, making transactions smoother and far more secure.
- Contactless Payments: This method has gained traction, especially since the pandemic. With a simple tap of the credit card near a compatible point-of-sale terminal, customers can complete their purchases in seconds. It not only speeds up the transaction but also reduces physical contact, addressing health concerns.
- Near Field Communication (NFC): Underlying the contactless payment revolution is NFC technology. It allows devices to communicate when they are within a few centimeters of each other. Its implementation in various credit cards facilitates quicker and hassle-free transactions.
- Tokenization: A game changer in data security, tokenization replaces sensitive information like card numbers with tokens, ensuring that even if data is intercepted, itās meaningless to cybercriminals. This ensures both security and privacy for users.
Moreover, these innovations arenāt just about convenience. They bring significant benefits to businesses as well, enabling quicker checkouts which can lead to improved customer satisfaction and increased sales.
Digital Wallets and Integration
As consumers grow more accustomed to the convenience of digital ecosystems, digital wallets have emerged as a cornerstone of modern payment systems. With major players like Apple Pay, Google Pay, and Samsung Pay leading the charge, these wallets offer multifaceted advantages that extend beyond simple payment capabilities.
Digital wallets integrate various payment methods, including credit cards, debit cards, and even cryptocurrencies. Here are some notable features:
- Seamless Integration: Users can store all their payment options in one place. With mobile applications, pulling up a card to pay is as simple as a swipe on a smartphone screen.
- Enhanced Security Features: Digital wallets often come with biometric security measures, such as fingerprint and facial recognition. This provides an added layer of security compared to traditional magnetic stripe transactions, minimizing the risks of fraud.
- Loyalty Program Integration: Many digital wallets allow customers to integrate loyalty rewards from various retailers, providing them a way to earn points or cash back effortlessly during transactions, enhancing their shopping experience.
In addition, companies are investing heavily in the integration of these digital wallets within traditional credit card services, offering incentives that encourage users to adapt. The adaptability of digital technology in credit card services is poised to grow further, ensuring that the payment landscape remains relevant amid changing consumer preferences.
"The fusion of technology and finance is like crafting a recipe; the magic happens when the right ingredients come together perfectly."
As we head into an era more reliant on technology, its role in the credit card sector will likely expand, shaping not just consumer habits but also how financial institutions develop their services. Technological advancements hold the potential to create a more efficient, secure, and user-friendly credit card landscape.


Trends Shaping the Future of Credit Cards
In today's rapidly evolving landscape, understanding the trends shaping the future of credit cards is essential for both consumers and industry players. As the financial ecosystem continues to adapt to new technologies, economic conditions, and consumer preferences, several key trends emerge that could significantly influence the direction of the credit card market.
Rise of Contactless Payments
In recent years, contactless payments have surged in popularity, driven by the convenience they offer and the growing consumer preference for quick transactions. Instead of swiping or inserting cards, users can simply tap their card or mobile device against a terminal to complete purchases. This method not only speeds up the checkout process but also minimizes physical contact, a notable advantage highlighted during the COVID-19 pandemic.
The integration of Near Field Communication (NFC) technology allows for seamless transactions. Today, many major retailers and services have adopted this technology, paving the way for wider acceptance. As more consumers become accustomed to the convenience of contactless payments, financial institutions are incentivized to ensure their offerings are equipped to handle such modernized payment methods.
Furthermore, this trend aligns well with the growth of digital wallets. Consumers are increasingly integrating their credit cards with mobile wallets like Apple Pay and Google Pay, enhancing security and convenience. This shift toward contactless payments is expected to continue reshaping how people engage with their credit cards, making cash and traditional card uses seem less appealing in the process.
Shift towards Financial Technology (FinTech)
Financial technology, commonly referred to as FinTech, is dramatically altering the credit card landscape. With advancements in technology, FinTech firms have ushered in innovative products and services, challenging the traditional banking model. These companies leverage software and technology to provide improved banking experiences, including credit card offerings that resonate more with the tech-savvy population.
Several core benefits emerge from this trend:
- Personalization: Consumers today desire products tailored to their needs. FinTechs utilize data analytics to create personalized credit card offers, which can include attractive rewards and low fees based on individual spending habits.
- Accessibility: FinTech firms often cater to underbanked populations, providing access to standard banking services, including credit cards, which were previously out of reach for many.
- Streamlined Processes: Applications for credit cards are becoming faster and more user-friendly, often allowing instant decisions through mobile applications. The hassle of traditional paperwork is increasingly replaced with digital interfaces that facilitate smoother user experiences.
The FinTech revolution does not stop at traditional credit cards; it encompasses a wider range of financial products and services. As regulatory frameworks continue to evolve, these innovators can push boundaries that legacy banks may not be able to match. Institutions entrenched in traditional banking may find themselves forced to adapt or risk becoming obsolete as consumers gravitate towards more fluid financial solutions.
"In the world of finance, those who fail to embrace the future are often left behind."
Epilogue
Understanding these trends is crucial for individuals navigating the credit card landscape. The rise of contactless payments is leading to more convenient transactions while the shift towards FinTech is democratizing access to financial products. As the industry continues to evolve, staying informed allows consumers and investors alike to make well-informed decisions in a landscape that is ever-changing.
Risks and Rewards of Credit Card Usage
Understanding the risks and rewards of credit card usage is pivotal in navigating the intricate landscape of personal finance. Credit cards can be a double-edged sword, giving consumers the power to make purchases conveniently while also posing significant dangers if not managed properly. In this section, we'll delve into the dual nature of credit cards, unpacking both their potential benefits and pitfalls.
Understanding Interest Rates
When talking about credit cards, interest rates often stroll right into the limelight. These rates can vary greatly, influenced by factors such as the cardholder's credit score, market conditions, and even the issuer's policy. The interest rate is a crucial element because it determines how much extra you'll pay on any balance carried over from month to month. If youāre not paying off your balance, you might find yourself a fish in a barrelāthose rates can climb as high as 25% or more.
Itās essential to grasp how these rates work:
- APR (Annual Percentage Rate): This reflects the yearly cost of borrowing on your card, expressed as a percentage. A higher APR means more costs to you if you carry a balance.
- Variable vs. Fixed Rate: Some cards come with variable rates that can fluctuate based on movements in economic indicators, while fixed rates remain stable.
- Promotional Rates: Many credit cards offer 0% introductory APRs for a limited time, enticing consumers to transfer balances and save on interest. But beware, after the promotional period, rates may skyrocket.
"Interest can accumulate like weeds in a garden; if not tended to, it may grow into an overwhelming mess.ā
In essence, understanding interest rates empowers consumers to make informed decisions about which credit cards to utilize and how to manage their balances effectively.
Benefits of Using Credit Cards Responsibly
Although there are risks involved, when wielded with caution and responsibility, credit cards can offer a treasure trove of benefits. Here are some vital rewards to bear in mind:
- Building Credit History: Regular, responsible use of a credit card can significantly boost your credit score, paving the way for better financial opportunities down the line.
- Rewards Programs: Many cards provide various rewards, from cash back to travel miles. For example, a cardholder might earn points for every dollar spent, which can later be redeemed for airline tickets or hotel stays.
- Emergency Funds: Credit cards can act as a safety net in emergencies, allowing quick access to funds when life throws you a curveball.
- Consumer Protection: Credit cards often offer built-in fraud protection. If unauthorized transactions occur, cardholders can dispute charges more easily than with debit cards.
- Financial Management Tools: Many credit cards come equipped with budgeting tools that help people track their spending habits and manage their finances effectively.
In summary, using credit cards wisely can yield substantial benefits. Itās all about playing your cards rightāto enjoy the rewards while dodging the pitfalls. Balancing the risks with these advantages will take diligence but can lead to a fulfilling financial experience.
Epilogue
In summarizing the complexities of the US credit card landscape, itās essential to grasp the pivotal role that credit cards play within personal finance management. This discussion illuminates various aspects that influence consumer choices and behaviors, while also drawing connections to the ever-evolving regulatory framework. The significance of this article lies in its holistic view, which goes beyond mere numbers and pie charts, delving into impacts that resonate with everyday users.
Summary of Key Findings
The exploration of the credit card market reveals several key findings:
- Diversity of Product Offerings: The market caters to various consumer needs, from standard cards designed for general use to specialized rewards programs that attract frequent travelers. This variety allows individuals to select products that align with their spending habits and financial goals.
- Consumer Patterns: Analysis of spending behavior suggests that credit cards are not merely tools for purchases but also serve as a credit-building mechanism. Consumers utilizing cards responsibly can enhance their credit profiles, while impulsive spending can lead to debt escalation.
- Regulatory Influence: The legal framework surrounding credit cards is intricate, with laws designed to protect consumers from predatory practices. Understanding these regulations is vital for both consumers looking to leverage credit cards wisely and investors assessing market stability.
- Technological Integration: As digital wallets and contactless payment methods gain traction, credit cards are adapting. This trend reflects not just a shift in consumer preference but also the emergence of security features that bolster trust in online transactions.
"Understanding credit cards today is as crucial as knowing the ins and outs of your daily expenses. It shapes not only choices but also broader financial futures."
Implications for Future Research and Strategy
The insights gleaned from this exploration pose several implications for future research and strategy:
- Consumer Education Initiatives: There exists a pressing need for improved education around credit utilization. Programs targeting younger consumers could enhance financial literacy and promote responsible usage.
- Regulatory Advances: Future regulations must adapt to technological advancements in payments, ensuring that consumer protections evolve alongside innovations in finance. This could involve enhancing cybersecurity measures across platforms.
- FinTech Integration: As financial technology firms introduce new services that intertwine with traditional banking, research can guide how credit cards may further integrate with these innovations. Investigating consumer responses to these integrations can inform product development.
- Behavioral Trends: Future studies should also focus on the psychographics of consumers. Understanding why consumers choose specific cards, the emotional responses linked to spending, and the impact of social factors can yield deeper insights into market dynamics.
- Economic Impact on Spending: Real-time studies evaluating how economic shifts or crises affect credit card usage and consumer behavior would further illuminate the resilience or vulnerability of the credit market.