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A Cautious Outlook for Household Credit Demand

As retail banks gear up for 2011, they are facing critical questions about consumer credit demand. While the lingering serious challenges with mortgages and credit cards are well known, institutions still have a pressing need for earnings growth, if it can be found. It seems unlikely that household borrowing will begin to broadly climb in tandem with a reviving economy. Instead of a strong, widespread expansion, a scenario more hospitable to product push strategies, it will be an uneven market with scattered pockets of demand and lingering pockets of risk, a scenario requiring precise targeting and a far stronger relationship ...

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