Consumers in the Las Vegas Valley are turning to pay day loans to help them meet urgent costs, it has been claimed.

According to KTNV, Las Vegas residents are finding it increasingly difficult to pay their household bills and are seeking fast access to credit.

Pay day loans are short-term loans which are designed to tide consumers over until the arrival of their next pay check in the event of a financial emergency.

Debt counselors have warned consumers not to become too reliant on pay day loans.

But many experts point out that, as with any forms of credit, they can provide a financial lifeline if consumers are able to make repayments on time.

Tan Westmoreland, regional manager of AmeriCash Loans, said recently that pay day loans can be "a means of survival when hardship strikes".

Writing in the Illinois newspaper the State Journal-Register, he said pay day lenders often work with consumers to make sure they are able to manage their debt.

-----------------------------------------------------------------------