Price continues to be the No. 1 factor in customers' choice of a new credit card, according to a survey by PSI Global.

Price-related features are important to 46% of U.S. households and to 50% of cardholding households, according to the nationwide poll of 2,400 people.

Of the respondents, 13% said they favored a rewards program and 46% of those with credit cards said they consistently revolve their balances. Customers with high credit limits and people who value low interest rates were the largest groups of revolvers.

"Preferences for card features are so closely linked to actual behavior that product offers can be designed to attract new accounts in specific market segments, to promote increased card usage, or to encourage multiple ownership," said Lisa Stein, director of PSI Global's card services and strategies research program. "There are few gaps between stated preferences and actual behavior."

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