European consumers prefer co-branded credit cards, according to Research and Markets. A typical co-branded credit card generates 37 euros more in profit yearly than a bank-only card. Credit cards, due to their versatility, are becoming more popular than fuel card or cash payment. In the commercial market, credit cards accounted for 23% of fuel sold in 2004 across Europe. In 2004, 68% of motorists considered price the most important factor when choosing a petrol station. Only 4% of consumers would select a fuel retailer on the basis of its brand. Given that most motorists are not loyal to fuel retailers, linking a loyalty scheme to an oil credit card has the potential to transform this.