The Harris Poll surveyed 2,014 U.S. nonholders online June 24-July 1, with demographic weighting to reflect the population. The study reported sampling precision of plus or minus 2.1 percentage points at a 95% confidence level.
Separate NCA research earlier this year estimated that more than 67 million Americans hold crypto, following an increase of 12 million holders in one year. The readiness study examines intentions among people who held no cryptocurrency when surveyed.
Confusion Creates a Larger Barrier Than Market Volatility
Lack of understanding ranked ahead of other ownership barriers at 48% when respondents selected their three main reasons for not owning crypto. Security and fraud concerns followed at 43%, while market volatility drew 26%. Among changes that could make buying more comfortable, clearer information led at 26%, closely followed by better scam protection at 25%.
Among Americans who do not own crypto, 41% of those who felt knowledgeable about buying it were likely to purchase in 2026, compared with 11% of those who felt not at all knowledgeable about buying crypto. Separate household research from the Federal Reserve Bank of Cleveland also identified a bitcoin knowledge gap.
The Cleveland Fed working paper, published July 14, tested how information influenced investment decisions. Its authors observed increased desired holdings and subsequent purchases after participants received information about historical cryptocurrency returns.
Among Americans likely to buy crypto in 2026, 41% cited diversifying their investments as a reason, making it the most common motivation. Other reasons for exploring how cryptocurrency works included buying goods and services (26%), receiving payments faster (24%), and accessing their money at any time (24%).
Trust and Education Shape Whether Intent Becomes Ownership
More than one-third of non-holders indicated they would be more likely to buy cryptocurrency through a trusted financial institution. That preference connects with financial institutions expanding bitcoin services, including trading, custody, and investment products. Among non-holders with advisers, 66% indicated an advisor’s recommendation would increase their likelihood of buying, while 76% would become more likely to learn. However, 61% had never discussed crypto with their advisor.
Women reported less familiarity with buying crypto than men, with 16% describing themselves as knowledgeable compared with 39%. Across all non-holders, 59% of respondents were open to crypto, including skeptics willing to consider it. The NCA summarized their needs:
“Non-holders want clearer information, better protection, and trusted voices leading the way.”
That openness extended even to respondents who generally avoided crypto when the survey posed a hypothetical gift worth $1,000. Only 12% of all non-holders would refuse it outright, compared with 26% of active avoiders. Across the full sample, 41% would hold the gift and watch its value, 15% would invest further, and 12% would spend it or make payments.