In a survey of consumers preferred credit card brand for Internet shopping, the Discover card came out on top this year, ousting First USA, which took first place in the three previous surveys.
First USA, from Bank One Corp., slipped to sixth place, and the brand issued by Discover Financial Services moved up from fourth. Citigroup Inc. came in second and was followed by Capital One Financial Corp., NextCard Inc., and American Express Co. in the 3,000-consumer March survey by Brittain Associates Inc., a research and consulting firm in Atlanta. The results could reflect the investments that Discover, which is owned by Morgan Stanley & Co., has made in marketing and technology in the last year. New television and print advertisements feature merchants that have begun accepting the card.