42% of Gen Z investors in the US own cryptocurrency, nearly quadrupling the number of US Gen Z investors who have a retirement account (11%), a new report from YouGov finds.
Millennial investors are also more likely to own crypto than have a retirement account (36% vs 44%).
YouGov’s new US investment trends report 2025 explores generational differences to investing, uncovers trending products and channels, and highlights the investment brands leading with different generations of investors.
The report also identifies that Bloomberg has the highest customer satisfaction among younger investors, while Fidelity has the highest customer satisfaction among older investors.
Among the report’s findings:
- The majority of prospective 2025 investors are Gen Z or Millennial (55% vs. 42% gen pop)
- 70% of Gen Z investors and 68% of Millennial investors express confidence in managing their investments, vs 60% of all investors.
- Less than a third of Gen Z investors work with a financial advisor (32%), compared to more than half of Baby Boomer and Silent Generation investors (51%)
- Younger investors are increasingly considering stocks (+16.4 growth score for Gen Z; +5.9 for Millennials), while older investors see most growth in options and futures (+3.4 for Gen X; +1.2 for Baby Boomers+)
- Real Estate platforms represent the trendiest investment channel for all generations, with a 2025 growth score of +10.2 for Gen Z, +5.2 for Millennials, +3.1 for Gen X, and +0.5 for Baby Boomer+ investors.
“With the continued emergence of tech-first investment platforms versus in-person meetings with financial advisors, more Americans have the opportunity and are more likely to make investments,” said Todd Dupey, SVP of Market Research at YouGov America. “While different generational life stages naturally correlate with varying levels of investment capital and appetite for risk, we are seeing this trend materialize around cryptocurrency. The younger generations are especially eager to invest in a more diversified manner.”
Utilizing YouGov CategoryView, the report analyzes more than 30,000 US investor surveys conducted throughout 2024.
YouGov’s report is available for download here.
YouGov is an international online research data and analytics technology group. Our mission is to offer unparalleled insight into what the world thinks.
Our innovative solutions help the world’s most recognized brands, media owners and agencies to explore, plan, activate and track better marketing activities.
With operations in the UK, the Americas, Europe, the Middle East, India and Asia Pacific, we have one of the world's largest research networks.
At the core of our platform is an ever-growing source of connected consumer intelligence that has developed daily over our 20 years of operation. We call it living data. All of our products and services draw upon this detailed understanding of our 28+ million registered panel members in over 55 markets to deliver accurate, actionable consumer insights.
As innovators and pioneers of online market research, we have a strong reputation as a trusted source of accurate data and insights. Testament to this, YouGov data is regularly referenced by the global press, and we are the most quoted market research source in the world (Meltwater 2022).