Schemes such as Air Miles and Nectar points have proved to be a valued incentive for credit card holders, which came second to insurance cover, with 45% of respondents saying it is the most popular "add-on" feature offered by credit card companies.
The survey found that travel insurance was also important to cardholders, with 16% of respondents citing this as the most useful add-on feature.
Some 12% of respondents said that identity theft insurance was the most important feature and just 3% mentioned credit card cheque facilities.
According to Card Partnerships, which organises the Credit Card Awards, there is evidence that some credit card companies are withdrawing or reducing the value of such schemes despite the latest research. Barclaycard pulled out of the Nectar loyalty card scheme in July.
Martin Fielding, CEO of Card Partnerships, said: "With the recent removal of insurance benefits by some credit card companies driven by FSA regulatory changes the relevance of loyalty schemes can only increase."
He added that the Credit Card Awards aim to recognise the achievements of CRM initiatives through awards such as Best Customer Relationship Management Strategy and Most Successful Non-Insurance Credit Card Enhancement Programme of the Year.
The Credit Card Awards, backed by AXA and TSYS, are being held at The London Hilton on February 7. The deadline for entries is October 21.
ICM interviewed a random sample of 1,004 adults aged 18 and over across the country by telephone in August.
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