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Cash-back credit cards could make themselves more appealing to prospective customers with a few key features. Most US users of those cards want security: 61% consider it “extremely valuable” to receive an alert if their Social Security number surfaces online. Rewards are also in high demand. Some 48% find it just as valuable to get double the cash back at the end of the first year, while 47% value rewards for paying off their balance as much.

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