The digital transformation of financial habits in Croatia has reached a new level, and the results of the recent MasterIndex survey, conducted for Mastercard by the Improve agency, provide a detailed insight into the depth of these changes. Nowadays, owning at least one payment card has become an almost universal phenomenon, encompassing an impressive 96% of citizens. This fact in itself testifies to the abandonment of traditional payment models and the adoption of modern, more practical solutions. However, the story is much more layered than just owning a plastic card; it reveals how technology has integrated into every segment of consumer life, from everyday shopping in stores to specific online transactions.

The analysis shows that the average Croat owns not just one, but multiple cards. Almost half of the respondents, specifically 44%, have three or more cards in their wallet, which indicates sophisticated management of personal finances and the use of different card products for different purposes. Debit cards, which are directly linked to a current account, are expectedly the most widespread, used by as many as 86% of respondents. They form the basis of everyday transactions. On the other hand, credit cards, which offer greater flexibility and the possibility of deferred payment, are used by 47% of citizens. Within this category, "charge" cards with deferred payment (38%) are more popular than "revolving" cards that allow debt repayment in percentages (18%). Prepaid cards, which are topped up with a desired amount, have found their niche and are used by 28% of the population, often for controlled expenses such as online shopping or as a gift.

Consumer habits shaped by age and income

The research clearly highlights how demographic factors, such as age and income level, significantly influence card usage. Citizens over 40 years of age and those with higher monthly incomes are leaders in owning a larger number of cards, with an average of 2.8 cards per person. This suggests that with financial maturity and more stable incomes, the need for diversification of financial tools also grows. The daily use of cards at physical points of sale has become the rule, not the exception. An impressive 70% of citizens use cards for payment three or more times a week, confirming that "swiping" a card has become a common ritual when buying groceries, clothes, or paying for services. The most intensive users of card payments are people in the 40 to 49 age group (38%), highly educated individuals (37%), and those with above-average incomes.

While cash still retains its role, especially for smaller value transactions and among the population with lower incomes, its dominance has been unquestionably eroded. Cards have taken precedence as the preferred form of payment at most points of sale, while younger generations are increasingly leading the transition to fully digital forms of payment, even skipping the physical plastic.

Digital revolution in the wallet: Smartphones and watches as a means of payment

One of the most interesting and dynamic trends revealed by the research is the exponential growth in the popularity of virtual cards. Paying by tapping a smartphone or smartwatch, based on NFC technology, is no longer a futuristic concept but a daily reality for 24% of respondents. This figure is all the more significant when considering that it represents an increase of as much as seven percentage points compared to the previous year, which testifies to the extremely rapid adoption of this innovation. The leaders of this trend are, as expected, the younger generations. As many as one-third of young people aged 18 to 29 regularly use this payment method, appreciating its speed, convenience, and security. Geographically, the largest concentration of mobile payment users is in urban and more developed regions such as Zagreb, Istria, Primorje, and Gorski Kotar.

Commenting on these impressive figures, Gea Kariž, Country Manager of Mastercard in Croatia, stated: "The growing popularity of virtual cards and the high presence of card payments are an indicator of how quickly Croats are adopting digital solutions in their daily lives. This opens up an opportunity for the further development of services that are faster, safer, and easier to use, and it is precisely such solutions that Mastercard continuously brings to the market." This statement emphasizes that technological progress is not an end in itself, but is aimed at improving the user experience and providing concrete benefits in financial management.

Online shopping as a standard: Clothing and footwear at the top of the wish list

The sphere of online commerce has experienced a true expansion and has become an integral part of consumer habits in Croatia. The fact that almost half of the citizens (48%) shop online at least once a month confirms that the digital storefront has become as important as the physical one. What is key in this segment is the method of payment – as many as 93% of online shoppers complete their transactions using cards. This extremely high percentage signals a high level of trust in the security of internet payments and the recognition of the convenience they offer. The continuous growth in the number of those who pay with cards online on a monthly basis (52%) further confirms this trend. Demographically, younger consumers and citizens with higher incomes lead in online shopping, which is in line with global trends.

And what do Croats buy the most in the virtual world? Clothing, footwear, and fashion accessories hold the absolute primacy, purchased online by as many as 75% of respondents. This is followed by consumer electronics with 42%, cosmetic products with 37%, while 32% of citizens buy tickets for various events such as concerts, theater performances, and cinema screenings via the internet. This consumption structure shows that online channels are no longer reserved only for specific products but cover a wide range of everyday needs and desires.

Payment flexibility and new habits: Installments and digital tips

The option to pay in installments has become a key tool for managing the household budget for more than half of the respondents (53%). This financial mechanism allows citizens to more easily plan larger expenditures and spread costs over a longer period. As the main advantages of installment repayment, 60% of users cite better cost allocation, while 58% highlight the ability to more easily pay larger amounts. For just over a third (34%), paying in installments is a way to afford products or services that they would otherwise not be able to buy at once. This option is particularly popular among citizens over 40 and those with higher incomes, who use it as a strategic tool for financial planning.

Digitalization has not bypassed even the smallest transactions, such as giving tips. The habit of leaving a tip for waiters or other service staff is increasingly moving into the digital sphere. Research shows that 31% of citizens have already used a card to give a tip, which represents a significant increase of 12 percentage points in just one year. This trend is strongly supported by people with high incomes (25%) and those who have already tried this option (28%), which suggests that as the technology becomes more accessible at points of sale, this practice will continue to spread and become commonplace.